Brand Manager

Role OverviewWe are seeking an experienced, commercially driven Brand Manager – Healthy Snacks & Confectionery to lead the growth, positioning, and portfolio strategy across the Saudi market.In this role, you will champion our healthy indulgence, functional snacks and confectionery brands. You will oversee end-to-end brand strategy, compliant packaging and pipeline innovation to high-impact trade activations across modern trade, impulse channels, and e-commerce.Key Responsibilities1. Brand Strategy & LocalizationBuild and execute annual brand plans (ABP) tailored to Saudi consumer dynamics, catering to rising wellness consciousness, active lifestyle segments, and snacking habits.Drive brand equity, awareness, and loyalty across key demographics (young professionals, fitness-oriented shoppers, families).2. P&L & Commercial ManagementOwn the brand P&L, tracking revenue, gross margins, volume targets, and trade spend efficiency.Plan and manage the Annual Advertising & Promotion (A&P) budget, measuring ROI on digital, retail, and sampling initiatives.Monitor retail audit data, Nielsen, POS data, and competitive pricing across hypermarkets, supermarkets, and convenience stores to spot white-space opportunities.3. Product Innovation, Packaging & ComplianceLead the New Product Development and line-extension pipeline for healthy snacks, bars, and confectionery lines.Manage packaging development and artwork lifecycles in collaboration with creative agencies and print suppliers, ensuring alignment with Saudi consumer aesthetic preferences.Partner with regulatory and quality teams to ensure all packaging, nutrition fact tables, front-of-pack claims (traffic-light labeling, calorie declarations, allergen advice), and ingredient lists comply fully with SFDA regulations.4. 360° Integrated Marketing & Consumer EngagementDevelop digital-first marketing campaigns leveraging localized Arabic storytelling across high-engagement platforms (Snapchat, TikTok, Instagram).Design strategic community activations, such as gym partnerships, padel/running event sponsorships, health expos, and high-footfall sampling drives.Manage brand presence across seasonal Saudi peaks (National Day, Ramadan, Eid, back-to-school) with distinct healthy gifting and festive confectionery concepts.5. Trade Marketing & Channel ExecutionWork closely with the Modern Trade, Traditional Trade, and Horeca sales teams to design optimized planograms, eye-catching POSM/FSDUs, and impulse checkout displays.Secure priority off-shelf placement in high-growth channels: top modern trade chains, fitness centers, pharmacies, and quick-commerce platforms.Lead shopper marketing programs, bundled promotions, and trial-generation mechanics at the point of sale.Required Experience & EducationEducation: Bachelor’s degree in Marketing, Business Administration, or related discipline (MBA or post-graduate degree is an asset).Experience: 4–7 years of brand management experience within FMCG/CPG in Saudi Arabia, with dedicated exposure to confectionery, packaged food, functional snacks, or dairy.Market Knowledge: Deep understanding of the Saudi retail landscape (Modern Trade key accounts, pharmacy impulse counters, convenience stores, and fast delivery/Q-commerce). Skills & CompetenciesCommercial & Analytical: Strong fluency in P&L mechanics, promotional elasticity, pricing ladders, and market audit data.Creative & Execution Drive: Proven eye for packaging design, shelf presence, and distinctive brand assets.Bilingual Communication: Fluency in Arabic and English (written and spoken) is essential for effective localized copywriting, creative direction, and senior leadership reporting.Stakeholder Management: Demonstrated ability to drive consensus across sales, supply chain, regulatory affairs, and external creative/media agencies.