Brand Manager

The Brand Manager is responsible for leading the brand / category strategy and execution to strengthen market positioning, drive financial growth, and build brand equity. This includes defining product positioning, pricing strategies, expansion plans, and overseeing marketing, communication, and promotional activities. The role ensures cross-functional collaboration with supply chain, production, business development, sales, and digital teams to align brand initiatives with organizational goals.

Key Responsibilities :

• Lead brand strategy, defining product positioning, expansion plans, and pricing strategies by segment, SKU, and geography.
• Manage the brand / category portfolio including positioning, value proposition, channel coverage, and geographic reach.
• Oversee brand budgeting, consolidating forecasts, and controlling expenditures to achieve financial targets.
• Develop and manage brand identity, image, and guidelines to ensure consistent messaging and consumer perception.
• Design and execute marketing and promotional activities to drive brand penetration, awareness, and equity.
• Manage communication and marketing material development by collaborating with creative agencies.
• Select effective marketing channels and oversee digital presence to maximize consumer reach.
• Conduct consumer research and benchmarking analysis to understand market needs, competitor positioning, and growth opportunities.
• Lead new product development (NPD) projects from idea qualification to launch, including cost, pricing, artwork, and rollout.
• Manage revenue strategies including promotions, discounting, portfolio mix, and pack pricing to ensure competitiveness.
• Review actual results versus forecasts and recommend recovery or investment actions.
• Partner with sales, R&D, and digital marketing to ensure brand consistency and optimized presence across all channels.
• Oversee website content, SEO, user experience, and social media strategies to build online engagement.
• Contribute to the development of marketing policies, systems, and processes for consistency and efficiency.
• Manage and mentor the brand / category team, organizing work activities and monitoring performance against objectives.

Skills

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