Senior Brand Manager

Role & responsibilities

Brand Development & Innovation

• Drive consumer insight development to identify market trends, consumer needs, and opportunities for brand growth.
• Lead the Innovation Funnel, developing new products, packaging, and activation platforms to enhance brand equity.
• Collaborate with cross-functional teams to ensure smooth innovation gate processes, including new product ideation and renovation initiatives.
• Champion Design to Value by optimizing formulations for cost savings and improving the brands bottom line.

New Product Development (NPD)

• Identify market opportunities and develop product concepts in collaboration with R&D and consumer research teams.
• Oversee the development of product prototypes, packaging, and positioning to ensure alignment with brand strategy.
• Collaborate with the Brand Building Team to hand over new products for execution and market launch.

Campaign Development & Execution

• Develop compelling communication strategies based on deep consumer insights and brand positioning.
• Create and oversee 360° campaign materials in collaboration with advertising agencies, ensuring a cohesive and engaging brand message.
• Manage media mix strategies, execute campaigns, and conduct post-campaign evaluations to assess effectiveness and ROI.

Process Champion

• Lead the Innovation Gate process, ensuring timely execution of new product innovations and brand renovations.
• Implement and refine the Design to Value process, driving cost optimization without compromising product quality.
• Develop and enhance brand strategy, positioning, and insights to ensure continued relevance and differentiation in the market.

KPIs & Deliverables

• Successful development and launch of new products and packaging innovations.
• Creation of impactful thematic campaigns and activation platforms.
• Achievement of long-term bottom-line improvements through cost-effective innovation and formulation changes.
• Delivery of actionable brand insights and brand repositioning strategies.

Key Interaction Points

• Collaborate with Advertising Agencies to develop and execute creative campaigns.
• Partner with R&D teams to drive product and packaging innovation.
• Work closely with Consumer Research teams to gather insights and validate new concepts.

Required Skills & Competencies

• Strong strategic mindset with the ability to understand market trends and consumer behavior.
• Proven capability in innovation and creativity in product and packaging development.
• Exceptional project management skills to oversee complex initiatives from ideation to execution.
• Excellent communication and collaboration skills to manage cross-functional teams and external partners.
• Analytical acumen to track and evaluate the effectiveness of campaigns and innovation initiatives.

Desired Outcomes

• Development of robust brand insights, positioning, and definition.
• Successful brand repositioning to align with evolving consumer needs and market dynamics.
• Continuous improvement in brand perception and market share through innovative products and campaigns.

Preferred candidate profile

• Bachelor's degree in Marketing, Business Administration, or a related field; MBA preferred.
• 5+ years of experience in brand management, innovation, or a related role.
• Experience in FMCG, Retail, or related industries is highly preferred.

Perks and benefits