Brand Manager - FMCG

Function: Marketing - Brand Management

Location: Lagos, Nigeria

Reports To: Head of Marketing / Category Head

Role Classification: Critical Role - Expatriate Package

ROLE PURPOSE:

The Brand Manager will be responsible for developing, executing, and scaling brand strategy for one or more categories within a leading FMCG portfolio in Nigeria.

This is a business-critical role requiring a commercially astute marketer who can translate consumer insight into share-gaining brand plans, drive profitable volume growth, and build strong brand equity in a fast-moving, high-growth African market.

KEY RESPONSIBILITIES & DUTIES:

Brand Strategy & Planning:

- Develop annual brand plans aligned to category and business unit growth objectives, including positioning, target consumer definition, and portfolio architecture.

- Own the brand P&L, tracking volume, value share, margin, and A&P spend efficiency against plan.

- Translate consumer and shopper insights into actionable brand strategies and innovation pipelines.

- Lead brand positioning, identity, and communication strategy in partnership with creative and media agencies.

Marketing Mix & Campaign Execution:

- Plan and execute integrated marketing campaigns across ATL, BTL, digital, trade, and experiential channels within budget and timelines.

- Manage end-to-end new product development and product renovation projects, from concept to launch.

- Oversee packaging design, claims, and regulatory compliance in coordination with R&D, legal, and regulatory teams.

- Drive pricing strategy and promotional calendars in collaboration with Sales and Revenue Management.

Consumer & Market Insight:

- Commission and interpret market research, including brand tracking, U&A studies, and concept/product testing, to guide decision-making.

- Monitor competitor activity, category trends, and macro-economic factors affecting consumer demand in Nigeria and the wider West Africa region.

- Build a deep understanding of the Nigerian consumer and channel landscape, including modern trade, general trade, and informal retail.

Cross-Functional Leadership & Stakeholder Management:

- Act as the key liaison between Marketing, Sales, Supply Chain, Finance, and R&D to ensure brand plans are executed effectively in-market.

- Partner with Sales leadership on go-to-market plans, trade marketing programs, and distributor engagement.

- Manage relationships with external agencies, including creative, media, research, and PR agencies, to ensure quality output and value for spend.

- Present brand performance, plans, and recommendations to senior leadership and the CEO's office as required.

Budget & Commercial Ownership:

- Manage the brand's A&P budget, ensuring disciplined allocation and ROI measurement across all marketing investments.

- Support forecasting and demand planning in collaboration with Supply Chain to optimize working capital and service levels.

- Identify and evaluate new growth opportunities, including line extensions, adjacent categories, and channel expansion.

Team & Talent:

- Mentor and develop junior Brand Managers / Assistant Brand Managers within the team.

- Champion the organization's culture, values, and ways of working across the marketing function.

CANDIDATE PROFILE:

- Bachelor's degree required; MBA from a reputed institution strongly preferred.

- 6 - 10 years of progressive FMCG brand management experience, with a track record of owning P&L and delivering share and volume growth.

- Experience across both developed and emerging markets is an advantage; prior Africa or other frontier-market exposure is a strong plus.

- Demonstrated ability to lead cross-functional teams and manage senior stakeholders in a matrix.