Senior Brand Manager - FMCG

Key Responsibilities:

1. Brand Strategy & Growth Management:

- Develop and execute annual and long-term brand strategies aligned with business objectives.

- Define brand positioning, architecture, and communication strategy to strengthen brand equity.

- Identify growth opportunities through market expansion, portfolio optimization, and innovation.

- Monitor competitor activities, category trends, and consumer behavior to drive strategic decisions.

2. Product & Innovation Management:

- Lead new product development (NPD), renovations, and line extensions based on consumer insights.

- Manage product lifecycle including launch planning, performance tracking, and optimization.

- Work closely with R&D, packaging, procurement, and supply teams to deliver successful launches.

- Ensure innovation pipeline supports category growth targets.

3. Marketing & Communication Execution:

- Plan and execute integrated 360- marketing campaigns across TV, digital, social media, retail, and e-commerce platforms.

- Oversee creative development, media strategy, and agency management.

- Ensure consistent brand messaging across all consumer touchpoints.

- Drive digital-first marketing initiatives and consumer engagement programs.

4. Commercial & Sales Collaboration:

- Partner with Sales and Trade Marketing teams to develop go-to-market strategies and promotional plans.

- Support channel-specific initiatives including modern trade, general trade, and e-commerce platforms.

- Provide brand guidance for in-store visibility, merchandising, and activation programs.

- Monitor sales performance and recommend corrective actions to achieve targets.

5. Consumer & Market Insights:

- Leverage market research, panel data (Nielsen/Kantar), and consumer analytics to guide decision-making.

- Track brand health metrics such as awareness, penetration, repeat purchase, and loyalty.

- Translate insights into actionable marketing and innovation strategies.

6. Financial & P&L Management:

- Own brand P&L including revenue growth, margins, and marketing investments.

- Manage A&P budgets and ensure effective ROI on campaigns and promotions.

- Support pricing strategies and profitability improvement initiatives.

7. Stakeholder & Agency Management:

- Manage relationships with creative, media, digital, and research agencies.

- Collaborate with internal stakeholders including Supply Chain, Finance, and Operations to ensure execution excellence.

- Lead cross-functional alignment on brand priorities and timelines.