Brand Manager

Position OverviewThe Brand Manager is responsible for developing and executing brand strategies that strengthen brand identity, increase customer engagement, support commercial growth, and maintain a consistent brand presence across all customer touchpoints. The role combines strategic planning, consumer insights, marketing execution, product management, campaign development, and performance analysis.The position works closely with Sales, Marketing, Product, Finance, Digital, Trade Marketing, Creative, PR, agencies, and other stakeholders to translate business objectives and market insights into effective brand initiatives. The Brand Manager monitors brand performance, manages marketing budgets, supports product launches, and ensures brand activities deliver measurable business and marketing outcomes.Key ResponsibilitiesDevelop and implement annual and long-term brand strategies aligned with business objectives, customer needs, and market opportunities.Define brand positioning, value proposition, messaging, target audiences, and communication priorities.Develop annual brand plans, marketing calendars, campaign strategies, budgets, and measurable KPIs.Conduct market research and analyze consumer behavior, customer insights, industry trends, competitor activity, and market developments.Translate consumer and market insights into actionable brand, product, pricing, communication, and promotional strategies.Monitor brand awareness, consideration, engagement, sales performance, market trends, and other relevant brand KPIs.Identify opportunities to strengthen brand presence, customer engagement, market penetration, and commercial performance.Lead the planning and execution of integrated marketing campaigns across digital, social media, retail, e-commerce, print, events, and other relevant channels.Develop creative briefs and work with internal creative teams and external agencies to deliver high-quality marketing assets.Ensure all marketing communications, campaigns, packaging, promotional materials, and customer touchpoints follow approved brand guidelines.Maintain and update brand guidelines, visual identity standards, messaging frameworks, marketing toolkits, and brand assets.Coordinate product launches and go-to-market initiatives from planning and positioning through execution and post-launch evaluation.Work with Product, R&D, Sales, Supply Chain, and other teams on new product development, product improvements, packaging, pricing, and portfolio initiatives.Monitor product and portfolio performance and provide recommendations regarding product positioning, promotions, pricing, lifecycle, and assortment.Develop promotional strategies and marketing activations that support customer acquisition, retention, sales growth, and brand objectives.Collaborate with Sales and Trade Marketing teams to align consumer campaigns, retail activations, promotions, merchandising, and channel initiatives.Manage relationships with creative, media, digital, PR, production, research, and other external agencies.Prepare agency briefs, review creative concepts, provide feedback, approve marketing materials, and monitor project delivery.Manage allocated brand and marketing budgets and ensure spending remains aligned with approved plans.Track campaign expenditure, agency costs, marketing investments, and ROI to support effective resource allocation.Monitor campaign performance and conduct post-campaign evaluations to identify successful activities and areas for improvement.Prepare brand performance reports, business reviews, campaign analysis, management presentations, and strategic recommendations.Use sales data, customer insights, digital analytics, campaign results, and market information to support data-driven decision-making.Monitor competitor activities, pricing, promotions, communications, product launches, and market positioning.Identify emerging consumer trends, digital developments, and new marketing opportunities relevant to the brand.Coordinate brand events, activations, sponsorships, partnerships, exhibitions, sampling programs, and customer engagement initiatives where applicable.Work with Digital and Social Media teams to ensure consistent brand communication and effective customer engagement across online channels.Support content planning and ensure marketing content reflects the approved brand positioning, tone of voice, and visual identity.Maintain strong relationships with internal stakeholders and ensure clear communication throughout brand initiatives.Lead cross-functional project teams and coordinate timelines, responsibilities, approvals, budgets, and deliverables.Ensure marketing activities comply with company policies, legal requirements, industry standards, and approved brand guidelines.Monitor customer feedback and communicate relevant insights to Marketing, Product, Sales, and management teams.Identify opportunities for process improvement, campaign optimization, cost efficiency, and stronger brand execution.Stay updated on marketing technologies, consumer trends, media developments, competitor strategies, and evolving industry practices.RequirementsBachelor's Degree in Marketing, Business Administration, Communications, Advertising, Public Relations, or a related discipline.Proven experience in brand management, marketing, product marketing, consumer marketing, or a similar role.Experience developing and executing brand strategies, annual marketing plans, integrated campaigns, and product launches.Strong understanding of brand positioning, consumer behavior, market research, marketing communications, and customer engagement.Experience analyzing consumer insights, market trends, competitor activity, sales performance, and campaign results.Strong commercial awareness with the ability to connect brand initiatives with business objectives and measurable KPIs.Experience managing marketing budgets, campaign expenditure, agency relationships, and marketing performance.Strong project management skills with the ability to manage multiple campaigns, launches, deadlines, and stakeholders simultaneously.Excellent communication, presentation, negotiation, creative briefing, and stakeholder-management skills.Strong analytical and strategic-thinking abilities with a data-driven approach to decision-making.Experience working with creative, media, digital, PR, research, production, or marketing agencies.Good understanding of digital marketing, social media, e-commerce, retail marketing, and integrated communications.Proficiency in Microsoft Office, particularly PowerPoint and Excel; experience with marketing analytics, CRM, or reporting platforms is an advantage.Ability to work effectively with Sales, Product, Finance, Trade Marketing, Digital, Supply Chain, and other cross-functional teams.Strong attention to detail with the ability to protect brand consistency across multiple channels and markets.Creative, commercially minded, proactive, organized, and results-oriented.Experience in FMCG, retail, consumer goods, beauty, F&B, luxury, technology, or another consumer-facing industry is an advantage.Additional language skills are an advantage for roles supporting multiple markets or diverse customer groups.