Brand Manager

Job SummaryThe Brand Manager is responsible for developing, implementing, and managing brand strategies that strengthen brand positioning, increase market awareness, drive customer engagement, and achieve business growth. The role involves market research, campaign planning, product positioning, communication, budget management, and performance analysis.Key Responsibilities1. Brand Strategy & PlanningDevelop and implement annual and long-term brand strategies aligned with company objectives.Define brand positioning, target consumers, brand proposition, and communication strategy.Develop annual brand plans, marketing calendars, and activity plans.Establish clear brand objectives, priorities, and KPIs.Monitor brand performance and recommend corrective actions.2. Brand Identity & CommunicationEnsure consistent implementation of the company's brand identity across all communication channels.Manage brand guidelines, packaging communication, promotional materials, and visual identity.Develop strong and relevant brand messaging for target consumers.Ensure consistency in brand tone, personality, and communication.Work with creative agencies to develop advertising and communication materials.3. Marketing Campaign ManagementPlan and execute ATL, BTL, digital, social media, influencer, activation, and consumer engagement campaigns.Develop campaign briefs and coordinate with advertising and creative agencies.Manage campaign timelines, budgets, and execution.Monitor campaign effectiveness and measure ROI.Ensure campaigns are delivered on time and according to approved brand standards.4. Product Launch & Brand DevelopmentDevelop marketing plans for new product launches.Coordinate with Sales, Trade Marketing, Supply Chain, and Product Development teams for successful launches.Develop launch communication, promotional materials, sampling, events, and activations.Monitor new product performance after launch.Identify opportunities for product renovation, extensions, and portfolio expansion.5. Consumer & Market ResearchConduct and analyze consumer research to understand needs, preferences, and purchasing behavior.Monitor market trends and emerging consumer trends.Analyze competitor brands, pricing, positioning, campaigns, and market activities.Use consumer and market insights to develop effective brand strategies.Identify new market opportunities and potential growth areas.6. Digital & Social Media BrandingDevelop and implement digital brand strategies.Coordinate social media content, campaigns, and consumer engagement activities.Work with digital agencies and content creators.Monitor brand presence across digital platforms.Track digital KPIs such as reach, engagement, traffic, leads, and conversions where applicable.Ensure digital communication follows brand guidelines.7. Trade Marketing CoordinationWork closely with the Sales and Trade Marketing teams to ensure effective brand execution in the market.Develop consumer-facing promotional materials and brand assets.Support in-store branding, visibility, activations, sampling, and promotional campaigns.Ensure brand communication is consistent across general trade, modern trade, and other relevant channels.Evaluate the effectiveness of brand activities at the market level.8. Agency & Vendor ManagementManage relationships with advertising, creative, digital, media, PR, event, and activation agencies.Prepare clear agency briefs and evaluate creative proposals.Negotiate with agencies and vendors within company policies.Ensure timely delivery and quality of marketing materials.Monitor agency performance and deliverables.9. Budget ManagementDevelop and manage the annual brand/marketing budget.Monitor marketing expenses against approved budgets.Ensure effective utilization of brand investment.Evaluate ROI of major marketing activities.Coordinate with Finance for budget tracking and payment processes.10. Brand Performance & ReportingMonitor brand sales, market share, awareness, penetration, and other relevant indicators.Prepare monthly, quarterly, and annual brand performance reports.Analyze campaign performance and consumer response.Present brand plans and performance to senior management.Recommend strategic actions based on data and market insights.Key Performance Indicators (KPIs)Brand sales growth.Market share growth.Brand awareness and consideration.Consumer penetration and brand preference.Campaign effectiveness and ROI.New product launch performance.Marketing budget utilization.Digital reach and engagement.Consumer engagement and activation results.Distribution and brand visibility improvement.Brand equity development.Timely execution of marketing campaigns.Competitor and market performance.Required QualificationsBachelor's or Master's degree in Marketing, Business Administration, Brand Management, or a related field.5–8 years of experience in FMCG marketing/brand management, preferably with experience managing consumer brands.Experience in developing and executing integrated marketing campaigns.Experience working with advertising, creative, digital, media, and activation agencies.Strong understanding of FMCG consumer behavior and brand-building principles.