Job Purpose (HYBRID SETUP)

The Brand Manager serves as the overall steward of assigned brand/s, responsible for shaping long-term strategy, driving profitable growth, and elevating brand equity. This role expands beyond execution to include full P&L ownership, strategic brand direction, and leadership of cross-functional teams. The Brand Manager will mentor and coach the Associate Brand Manager/s and other team members, ensuring flawless execution of integrated marketing, innovation, and new product launches while delivering on commercial and equity goals.

Key Responsibilities

1. Brand Strategy & Leadership

• Define and champion the long-term vision and positioning of the brand in line with company objectives.
• Own the development of 3–5 year brand growth strategies, translating consumer and market insights into actionable roadmaps.
• Lead annual planning and alignment sessions, securing buy-in from senior leadership and cross-functional stakeholders.
• Serve as the brand’s voice and advocate in executive discussions, industry forums, and key customer presentations.
• Develop annual brand plans, including positioning, communications strategy and go-to market initiatives

2. Business & P&L Ownership

• Take full accountability for brand P&L, including revenue, profit margins, and marketing investments.
• Optimize product mix, pricing strategies, and trade programs to deliver sustained profitability.
• Partner with Sales and Finance to forecast demand, manage budgets, and evaluate ROI of brand-building initiatives.
• Track and report on brand performance, market share, and sales growth

3. Marketing & Execution Excellence

• Oversee integrated marketing campaigns and brand activations, ensuring best-in-class creative, digital, and shopper executions.
• Manage agency partners (creative, media, PR, research) to deliver impactful brand communication.
• Ensure consistent brand identity and messaging across all consumer touchpoints.
• Lead the development and oversee the execution of integrated marketing campaigns
• Oversee content creation, product launches, and promotional strategies

4. Innovation & New Product Development (NPD)

• Lead the full innovation pipeline, from white-space identification to post-launch evaluation.
• Direct cross-functional teams (R&D, Regulatory, Operations, Sales) to deliver consumer-relevant innovations on time and within budget.
• Build robust business cases for new products, expansions, or renovations, presenting recommendations to senior leadership.

5. Insights & Analytics

• Drive consumer, shopper, and market understanding to inform brand strategies and decisions.
• Commission and interpret market research, competitive analyses, and trend studies.
• Translate insights into compelling creative briefs and product propositions.

6. Team Leadership & Talent Development

• Manage, coach, and inspire Associate Brand Manager/s, interns, or other direct reports.
• Set clear objectives, provide continuous feedback, and support professional growth of team members.
• Foster a high-performance, collaborative culture that encourages innovation and accountability.

7. Cross-Functional & External Partnerships

• Build strong partnerships with Sales, Supply Chain, Finance, and Regulatory teams to ensure flawless execution.
• Cultivate relationships with external stakeholders (distributors, key accounts, agency partners, industry bodies).
• Represent the brand in high-level discussions with trade partners and senior management.

8. Continuous Improvement & Special Projects

• Drive organizational efficiency by introducing new tools, processes, or ways of working.
• Lead high-impact special projects (e.g., digital transformation, category expansion) that advance the company’s growth agenda.