Job Purpose (HYBRID SETUP)
The Brand Manager serves as the overall steward of assigned brand/s, responsible for shaping long-term strategy, driving profitable growth, and elevating brand equity. This role expands beyond execution to include full P&L ownership, strategic brand direction, and leadership of cross-functional teams. The Brand Manager will mentor and coach the Associate Brand Manager/s and other team members, ensuring flawless execution of integrated marketing, innovation, and new product launches while delivering on commercial and equity goals.
Key Responsibilities
- Brand Strategy & Leadership
- Define and champion the long-term vision and positioning of the brand in line with company objectives.
- Own the development of 35 year brand growth strategies, translating consumer and market insights into actionable roadmaps.
- Lead annual planning and alignment sessions, securing buy-in from senior leadership and cross-functional stakeholders.
- Serve as the brands voice and advocate in executive discussions, industry forums, and key customer presentations.
- Develop annual brand plans, including positioning, communications strategy and go-to market initiatives
- Business & P&L Ownership
- Take full accountability for brand P&L, including revenue, profit margins, and marketing investments.
- Optimize product mix, pricing strategies, and trade programs to deliver sustained profitability.
- Partner with Sales and Finance to forecast demand, manage budgets, and evaluate ROI of brand-building initiatives.
- Track and report on brand performance, market share, and sales growth
- Marketing & Execution Excellence
- Oversee integrated marketing campaigns and brand activations, ensuring best-in-class creative, digital, and shopper executions.
- Manage agency partners (creative, media, PR, research) to deliver impactful brand communication.
- Ensure consistent brand identity and messaging across all consumer touchpoints.
- Lead the development and oversee the execution of integrated marketing campaigns
- Oversee content creation, product launches, and promotional strategies
- Innovation & New Product Development (NPD)
- Lead the full innovation pipeline, from white-space identification to post-launch evaluation.
- Direct cross-functional teams (R&D, Regulatory, Operations, Sales) to deliver consumer-relevant innovations on time and within budget.
- Build robust business cases for new products, expansions, or renovations, presenting recommendations to senior leadership.
- Insights & Analytics
- Drive consumer, shopper, and market understanding to inform brand strategies and decisions.
- Commission and interpret market research, competitive analyses, and trend studies.
- Translate insights into compelling creative briefs and product propositions.
- Team Leadership & Talent Development
- Manage, coach, and inspire Associate Brand Manager/s, interns, or other direct reports.
- Set clear objectives, provide continuous feedback, and support professional growth of team members.
- Foster a high-performance, collaborative culture that encourages innovation and accountability.
- Cross-Functional & External Partnerships
- Build strong partnerships with Sales, Supply Chain, Finance, and Regulatory teams to ensure flawless execution.
- Cultivate relationships with external stakeholders (distributors, key accounts, agency partners, industry bodies).
- Represent the brand in high-level discussions with trade partners and senior management.
- Continuous Improvement & Special Projects
- Drive organizational efficiency by introducing new tools, processes, or ways of working.
- Lead high-impact special projects (e.g., digital transformation, category expansion) that advance the companys growth agenda.
