Position Summary
The Senior Brand Manager is responsible for leading the development and execution of brand strategies that drive sustainable business growth, strengthen brand equity, and increase market share. This role oversees the full brand management cycle—from consumer insights and innovation to product launches, integrated marketing campaigns, and portfolio management.
Working cross-functionally with Sales, Trade Marketing, R&D, Supply Chain, Finance, and external agencies, the Senior Brand Manager ensures the brand remains relevant to consumers while achieving commercial objectives.
Key Responsibilities
Brand Strategy & Business Growth
- Develop and execute annual and long-term brand strategies aligned with business objectives.
- Build annual brand plans, including growth initiatives, innovation pipeline, pricing strategy, and promotional activities.
- Drive market share, sales growth, profitability, and brand health metrics.
- Identify opportunities for portfolio expansion, product renovation, and market penetration.
Consumer & Market Insights
- Lead consumer research to understand behaviors, preferences, and emerging food trends.
- Translate consumer insights into actionable marketing strategies.
- Monitor competitive activities and recommend proactive responses.
- Analyze market data to identify growth opportunities.
Product Innovation & Portfolio Management
- Lead new product development (NPD) from concept through commercialization.
- Collaborate with R&D, Operations, and Supply Chain to ensure successful product launches.
- Evaluate portfolio performance and recommend SKU optimization, renovation, or discontinuation.
- Manage product lifecycle and innovation roadmap.
Integrated Marketing Communications
- Develop and execute integrated marketing campaigns across traditional and digital channels.
- Oversee advertising, media planning, PR, influencer partnerships, promotions, and experiential marketing.
- Ensure consistent brand messaging and visual identity across all consumer touchpoints.
- Measure campaign effectiveness and optimize marketing investments.
Qualifications
Education
- Bachelor's degree in Marketing, Business Administration, Management, or related field.
- MBA is an advantage.
Experience
- 8–12 years of progressive brand management experience within the food, beverage, or FMCG industry.
- At least 3 years in a Brand Manager or Senior Brand Manager capacity.
- Proven experience managing well-known consumer brands.
- Demonstrated success launching new products and driving profitable brand growth.
