Marketing Manager (Brand & Commercial)

About the role

This Marketing Manager leads strategic brand and commercial marketing initiatives that build brand equity, grow market share and maximise top-of-mind awareness, delivering sustainable volume, revenue and margin growth in line with business targets.

Key responsibilities

• Formulate and run annual brand plans to hit TOMA, revenue, volume and market share targets, and manage brand P&L through pricing, packaging and promotions
• Build and deploy a multi-channel (ATL and BTL) annual marketing calendar, own the marketing and media budget and ensure measurable ROI
• Direct go-to-market strategies and BTL activations to secure distribution and brand presence
• Track market share, brand equity and campaign effectiveness, run pre- and post-launch consumer studies, retail audits and competitor monitoring
• Partner with National Sales Managers on channel strategies and trade schemes, and set retail merchandising standards
• Identify new product, flavour, packaging and usage opportunities and lead the end-to-end NPD stage-gate process with Quality and Sales
• Lead, coach and develop direct reports, and manage external agencies (creative, digital, BTL, media) to company standards

Required profile

• Minimum 7+ years in brand management and marketing, including at least 4+ years as a Brand Manager; FMCG experience is mandatory
• Proven track record of end-to-end campaigns, project management, product launches and brand equity building
• Experience managing marketing budgets, controlling spend and tracking ROI
• Extensive experience directing creative, ATL and BTL agencies

Required skills

• Consumer insights, market research and data-driven brand strategy
• Digital and social media execution
• Working knowledge of modern marketing methods, including advanced social media strategies and the use of AI tools