Brand Manager

Roles and responsibilities

• Brand Strategy Development

  • Develop a comprehensive brand strategy that aligns with the company’s objectives and market trends.
  • Conduct market research to understand consumer needs, preferences, and competitive dynamics.
  • Define the brand’s vision, values, and unique selling proposition (USP) to differentiate it from competitors.

• Brand Positioning

  • Position the brand in the market by clearly defining its target audience, messaging, and value proposition.
  • Create brand positioning statements and ensure they resonate with both current and potential customers.
  • Ensure the brand’s identity is aligned across all touchpoints, including packaging, advertising, and customer service.

• Product Development and Management

  • Collaborate with product development teams to ensure that products meet customer needs and align with the brand’s strategy.
  • Launch new products and services under the brand’s umbrella, ensuring they fit within the brand's values and positioning.
  • Manage the product lifecycle, including market introduction, growth, and discontinuation.

• Marketing Campaigns and Promotions

  • Develop and execute marketing campaigns that support brand goals, increase brand awareness, and drive sales.
  • Plan and oversee promotional events, sponsorships, and collaborations to enhance the brand’s visibility.
  • Work with advertising, digital marketing, and PR teams to create integrated marketing strategies that communicate the brand message effectively.

• Customer and Market Research

  • Conduct ongoing market research to monitor customer trends, preferences, and behaviors.
  • Use data-driven insights to adjust the brand strategy and ensure it remains relevant to the target audience.
  • Analyze customer feedback, sales data, and competitive activity to make informed decisions.

• Brand Communication and Messaging

  • Develop brand messaging, tone of voice, and communication guidelines to ensure consistency across all platforms.
  • Oversee the creation of marketing collateral, including ads, digital content, and promotional materials.
  • Ensure that brand messaging is consistent across various marketing channels such as social media, print, TV, and online platforms.

• Brand Monitoring and Reporting

  • Monitor brand performance, track metrics such as awareness, loyalty, and sales, and adjust strategies as necessary.
  • Evaluate the effectiveness of marketing campaigns and promotions, using analytics to measure return on investment (ROI).
  • Prepare regular reports on brand health and progress, sharing findings with senior management.

• Budget and Resource Management

  • Develop and manage the brand’s marketing budget, ensuring effective allocation of resources across initiatives.
  • Optimize spend by evaluating the cost-effectiveness of different marketing strategies.
  • Manage relationships with external agencies and vendors, including creative agencies, media buying, and market research firms.

Desired candidate profile

The Manager - Brand Marketing is responsible for supporting the Senior Manager - Brand Marketing in the implementation of marketing plans based on customer and shopper insights, to drive both short term sales and long term growth. Working in partnership with the top markets, develop and grow brand equity by creating engaging & emotional communication campaigns to both maintain and grow our customer base.

ROLE PROFILE

• Support Senior Manager - Brand Marketing in developing high quality marketing campaigns through briefing and managing agencies & working with the internal creative team
• Lead & coordinate with markets in the execution of marketing campaigns, building trusted relationships and ensuring on time & high quality implementation
• Measure and report performance of all marketing campaigns and assess ROI & KPIs
• Provide campaign playbooks to the markets on time and in full to ensure consistency & efficiency in the implementation of marketing and communication campaigns
• Support markets by sharing knowledge gathered from post-campaign analysis and data & insight learnings
• Work closely with other MarCom functions (Creative, Social, Performance Marketing etc) to develop and execute holistic marketing plans in an efficient manner
• Support the markets with the development their media strategies and fully funded, full funnel media plans
  

Requirements

• Bachelor’s degree in business, marketing, or a related field
• 5 years in Marketing experience in FMCG or Multinational companies, including mastering Marketing Planning, Brief Writing and Content Creation
• 2 years of Retail experience is an advantage
• Excellent communication and writing skills
• Ability to build agency and team relationships