Brand Manager

Purpose of the job

To lead the development, execution, and performance of assigned brand(s) in line with company strategy. The Brand Manager is responsible for defining the brand vision, strategy, and positioning; developing annual business and marketing plans; driving profitable growth; and ensuring consistent brand communication and activation across all touchpoints.

Key Responsibilities

 Brand Strategy and Planning

• Develop and execute short-term and long-term brand strategies aligned with overall company objectives.

• Develop annual business plans and detailed budgets for the brand.

• Manage brand performance against KPIs, ensuring growth in volume, market share, and profitability.

Brand Communication and Positioning

• Develop and execute integrated brand communication plans, ensuring consistency with brand identity and positioning.

• Oversee the creation of brand content, key visuals, and campaigns across traditional and digital media.

• Lead the development of creative campaigns with third-party agencies.

• Ensure brand messaging and tone are consistent across all consumer touchpoints.

In-trade Execution and Consumer Engagement

• Monitor in-trade brand execution and visibility to ensure alignment with marketing standards.

• Develop and manage consumer events, sponsorships, activations, and promotions that enhance brand equity.

• Manage social media presence, ensuring brand engagement and relevance among target consumers.

Market Research and Insights

• Conduct regular trade visits to assess brand visibility, pricing, and competitive positioning.

• Translate insights from retail audit, brand health tracking, and beer audit research into actionable recommendations.

• Collaborate with the Research and Innovation Manager to identify consumer trends and innovation opportunities.

Innovation and New Product Development

• Actively contribute to the innovation pipeline, from concept to launch, ensuring alignment with brand strategy.

• Support product improvement and packaging development initiatives in collaboration with technical and innovation teams.

Agency and Stakeholder Management

• Manage third-party agencies (creative, media, research, event) to ensure delivery of high-quality outputs on time and within budget.

• Liaise with cross-functional teams including Sales, Trade Marketing, Finance, Supply Chain, Operations, Technical, HR, and Corporate Affairs to ensure alignment and collaboration.

Financial and Performance Management

• Monitor and control brand expenditure against the approved budget.

• Track profitability, pricing, and cost management to ensure sustainable growth.

• Provide regular performance reports and corrective action plans where necessary.

Capability Building and Internal Engagement

• Conduct internal brand training sessions to ensure all employees understand and live the brand purpose.

• Support the marketing capability agenda and promote a culture of creativity, accountability, and continuous improvement.

Other Responsibilities

• Perform any other duties as assigned by the Marketing Director.