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The Senior Brand Manager is responsible for leading the strategic development and execution of brand initiatives to drive market growth, consumer engagement, and business performance within the Fast-Moving Consumer Goods (FMCG) sector. This role involves brand strategy development, product innovation, consumer insights, marketing campaigns, and cross-functional collaboration to strengthen the brand's presence and profitability.
Job Description
Key Responsibilities
Brand Strategy & Management
- Develop, implement, and monitor the annual strategic brand plan, ensuring alignment with business growth objectives.
- Oversee brand budget management, ensuring optimal resource allocation and maximizing ROI.
- Continuously evaluate and adjust brand strategies based on market trends, consumer insights, and performance metrics.
- Identify and recommend market research programs to enhance brand positioning and stay ahead of competitors.
Product & Innovation Management
- Analyze market research data, including secondary research, to identify opportunities and threats and adjust strategies accordingly.
- Evaluate and oversee brand-packaging updates, including pack and range extensions.
- Work closely with finance, procurement, production, and sales teams to ensure timely and full delivery of brand activities and innovations.
Marketing & Campaign Execution
- Plan and execute integrated ATL and BTL campaigns, including TV, radio, print, digital, social media, and experiential marketing.
- Manage brand advertising, sales promotions, and PR activities to boost brand sales and image.
- Collaborate with advertising agencies to ensure effective brand messaging and adherence to next-generation marketing principles.
- Oversee the design, procurement, and distribution of brand promotional materials, ensuring alignment with the strategic brand plan.
Consumer Insights & Market Research
- Conduct regular trade visits to gather market intelligence and improve brand strategies.
- Monitor brand availability and sales performance, identifying factors affecting market share and taking proactive actions to mitigate risks.
- Track competitor activities affecting the brand and recommend corrective actions when needed.
Financial & Budget Management
- Prepare monthly brand expenditure and variance reports, ensuring activities stay within budget.
- Monitor brand costs and profitability, recommending areas for cost management improvement.
Cross-functional Leadership & Collaboration
- Manage cross-functional projects to ensure all brand initiatives are executed efficiently and within scope.
- Work closely with key stakeholders across departments to ensure brand alignment and operational success.
Job Requirements
Qualifications & Experience
- Bachelor’s in Marketing, Business Administration, or a related field.
- Minimum 3-5 years of experience in brand management, preferably within the FMCG industry.
- Proven experience in product marketing, advertising, and consumer insights.
- Strong understanding of digital marketing, e-commerce, and omnichannel strategies.
- Experience managing P&L, marketing budgets, and performance metrics.
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