Brand Manager at Promasidor

About the Job

• The Brand Manager translates category strategy and growth bets into strong, consumer-led brand plans and disciplined execution for assigned brand(s).
• The role builds stronger, more relevant brands that drive profitable category growth by combining consumer insight, brand planning, demand creation, innovation and commercial performance.
• Working through the Category Growth Squad and with shared Marketing capabilities, the Brand Manager is the day-to-day custodian of the assigned brand(s), converting strategy into clear plans, 90-day priorities, high-quality execution and performance learning.

Responsibilities

• Convert category strategy and growth bets into annual brand plans, 90-day priorities and clear execution roadmaps for assigned brand(s).
• Define brand objectives, strategic choices, activity calendars and success measures aligned with category and business goals.
• Use consumer, competitor, channel and brand performance data to identify growth opportunities, risks and actions.
• Recommend portfolio, SKU, pack, pricing and activation actions that strengthen brand power and profitable category growth.
• Act as day-to-day brand custodian, protecting positioning, identity and consistency across teams, agencies and consumer touchpoints.
• Build deep understanding of target consumers, shoppers, category trends and competitive activity using research, market intelligence and field learning.
• Translate insight into clear opportunity spaces, brand propositions, communication ideas and innovation concepts for review with the Category Manager.
• Support concept, claims, pack, pricing and business-case development, ensuring ideas are consumer relevant, distinctive and commercially viable.
• Execute approved brand positioning, identity, tone of voice and consumer promise consistently across assigned touchpoints.
• Develop integrated demand-creation plans across media, digital, social, PR, experiential, trade and in-market activation as relevant.
• Write sharp, consumer-grounded agency briefs that connect brand strategy, business objectives, target audience, desired response and KPIs.
• Partner with Media & Connections and agency teams to improve creative quality, media effectiveness and execution consistency.
• Track campaign impact and optimize activity based on evidence, learning and return on investment.
• Maintain high standards of brand expression across packaging, content, POS and consumer activation.
• Play an active role in the Category Growth Squad, owning agreed brand actions and helping unblock delivery.
• Partner with Insights, Media, Operations, Sales, Trade Marketing, Finance, Supply Chain and R&D to convert plans into coordinated execution.
• Bring clear brand performance updates, business cases and recommendations to weekly and monthly reviews.
• Manage agencies and external partners against agreed scope, timing, quality, budget and performance expectations.
• Support junior team members where applicable and contribute to a collaborative, accountable and learning-oriented Promasidor culture.

Qualifications

• Bachelor's Degree in Marketing, Business Administration, Commerce or a related field.
• Professional marketing qualification / membership of CIM or equivalent is an added advantage.
• 2 to 5 years of relevant experience in FMCG, consumer goods or a similar fast-paced marketing environment, with hands-on exposure to brand management, communication, innovation and commercial execution.
• Demonstrated ability to manage projects cross-functionally, work with agencies and turn consumer / market insights into effective brand actions.
• Experience in food, beverage or consumer packaged goods is an added advantage.

Knowledge & Technical Skills:

• Strong working knowledge of MS Office, Excel and presentation tools.
• Good understanding of brand strategy, consumer and shopper insight, integrated marketing communications, digital / social and media fundamentals.
• Working knowledge of brand scorecards, marketing effectiveness, budgets, basic P&L concepts, pricing and commercial performance measures.
• Familiarity with innovation / NPD, proposition development, portfolio management, route-to-market and structured post-launch learning.