Overview
Department: Sales and Marketing
Reports To: Sales Manager
Location: Cul-de-Sac
Employment Type: [Full-time / Permanent]
Job Purpose
The Brand Manager is responsible for developing, managing, and executing brand strategies that strengthen brand equity, drive customer engagement, and support business growth. This role ensures consistent brand positioning across all channels while translating business objectives into impactful marketing initiatives.
Key Duties & Responsibilities
Brand Strategy & Positioning
- Develop and implement brand strategies aligned with business goals
- Monitor brand performance and perception in the market
Product & Portfolio Management
- Manage the assigned brand portfolio, including product ranges and SKUs
- Lead product lifecycle management: launches, relaunches, renovations, and delistings.
- Identify portfolio gaps and growth opportunities based on market, consumer, and sales insights
- Develop product positioning, pricing frameworks, and value propositions
- Collaborate with Sales, Trade Marketing, and Purchasing & Logistics, to ensure portfolio alignment with market demand and operational capability
- Support innovation initiatives and new product development from concept to execution
Marketing Planning & Execution
- Lead the development and execution of brand marketing plans and campaigns
- Coordinate product launches, promotions, and brand initiatives
- Manage campaign timelines, budgets, and deliverables
- Work closely with internal teams to ensure integrated execution
Budget Preparation & Financial Planning
- Prepare and manage the annual brand budget, including marketing spend, promotional investment, and product support costs
- Forecast brand revenues, margins, and marketing Return on Investment in collaboration with Finance and Sales
- Support long-range planning and business cases for new initiatives or investments
Market & Consumer Insights
- Conduct market research to understand consumer trends, needs, and behaviours
- Analyze competitor activity and market dynamics
Creative & Content Management
- Oversee development of creative assets, advertising, and promotional materials
- Brief and manage external agencies, designers, and vendors as required
- Review and approve brand content to ensure quality and alignment
Performance & Reporting
- Track and analyze campaign performance using agreed KPIs
- Prepare reports on brand health, campaign effectiveness, and Return on Investment.
- Make data-driven recommendations to optimise brand activities
Stakeholder & Team Collaboration
- Collaborate with sales and operations teams
- Provide brand guidance and support across the organization
- Act as a brand ambassador, ensuring internal understanding of brand standards
- Act as the key link between the company and brand owners/suppliers
- Prepare and present Business Reviews, performance updates, and business cases
- Negotiate support: pricing, A&P, visibility, and activations
- Ensure supplier objectives are aligned to local market reality
Commercial and Sales Support
- Work closely with Sales to translate brand strategy into sell-in and sell-out plans
- Design promotions, activations and visibility programs that drive depletion
- Support key customer negotiations (hotels, bars, supermarkets, wholesalers)
- Build channel-specific strategies (On-Trade, Off-Trade, Events, Wholesale)
Purchasing and Inventory Support:
- Work closely with purchasing to build out purchasing forecasts based on in-market projected sales and internal budget.
- Work closely with inventory teams to ensure there is visibility and prevention of:
Aged stock
No Write-Offs
Skills, Experience & Qualifications
- Degree in Marketing, Business, Communications, or a related field
- Proven experience in brand management, marketing, or communications
- Strong understanding of brand strategy, marketing principles, and consumer behavior
- Excellent communication and presentation skills
- Strong project management and organizational abilities
- Experience managing budgets and agencies
- Digital marketing and social media experience
Key Competencies
Time management and adaptability
Strategic thinking and creativity
Attention to detail and brand consistency
Analytical and data-driven decision-making
Collaboration and influencing skills
