Brand Coordinator

The Internal Brand Manager is responsible for managing and driving the growth of our 22 directly sourced brands.

This role is pivotal in ensuring brand consistency, effective marketing execution, and strong sell-through performance across all retail channels.

The Internal Brand Manager will collaborate closely with Merchandising, Buying, and Marketing teams, as well as external stakeholders such as franchise and on-course stores. The position is at our Head Office in Woodmead, Sandton, Johannesburg.

Key Responsibilities:

1. Brand Strategy & Performance: Collaborate with Merch Managers to develop and implement individual brand strategies, ensuring alignment with overall business objectives. Work with the team to identify underperforming brands/products and highlight concerns to drive strategic interventions. Track sales and highlight stockout threats or fast-moving product concerns to Buying and Merchandising teams. Identify gaps and recommend expansion opportunities for existing brands. Work with Buying & Merch teams to ensure the right assortment in each store tier (Superstore, Standard, Express). Develop a strategic roadmap for growing brand presence within The Pro Shop / Cycle Lab.
2. Marketing & Brand Communication: Communicate and brief the Marketing team on brand campaigns, product launches, and key messaging. Provide insights on brand positioning, ensuring marketing efforts align with brand identity and sales goals. Act as the key liaison between internal teams and external brand partners. Work with marketing to engage influencers, ambassadors, and industry professionals for brand visibility. Assist in organizing customer engagement events such as demo days and tournaments. Leverage positive customer feedback to build brand storytelling opportunities (e.g., why this product, who it's for, unique features).
3. Product & Retail Readiness: Organize and oversee store staff training to ensure teams are knowledgeable about product features, USPs, and sales techniques. Coordinate in-store events to drive engagement and customer interaction. Ensure consistent in-store execution of promotions and brand campaigns. Work with store teams to optimize brand presence, displays, and merchandising standards. Conduct store visits to ensure branding consistency across Superstores, Standard, and Express stores.
4. Digital & E-commerce Integration: Ensure new product listings are accurate, engaging, and updated across digital platforms. Collaborate with marketing to execute brand-specific digital campaigns (social media, email, paid ads). Work with the e-commerce team to optimize online visibility, pricing, and product placement. Identify opportunities for online-exclusive product bundles or promotions.
5. Stock & Performance Monitoring (Exception-Based): Highlight stock concerns only if: Underperforming SKUs need a strategy shift (e.g., discounting, repositioning). Overperforming SKUs risk selling out too quickly and require urgent replenishment. Stockouts are affecting sales momentum and need Merch team intervention.
6. Data-Driven Performance Management: Track sell-through rates, profit margins, and stock turnover for each brand. Provide monthly performance reports to marketing, buying, and store operations. Analyze the impact of marketing efforts and in-store activations on sales. Use insights to refine brand-specific promotional strategies.

Key Skills & Attributes:

1. Strong understanding of brand management and in-store execution.
2. Ability to work cross-functionally with merchandising, marketing, and sales teams.
3. Data-driven mindset to track performance and optimize strategies.
4. Excellent communication and presentation skills for external stakeholders.
5. Ability to manage multiple brands and prioritize tasks effectively.
6. Proactive problem-solving and attention to detail.

Seniority level: Entry level
Employment type: Full-time
Job function: Marketing and Sales
Industries: Retail