Brand Manager

Key Responsibilities
Strategy Bridge & Communication
• Act as the key liaison between the Strategy/Market Research team and internal execution teams (Sales, Trade, Agencies)
• Communicate approved brand strategy, positioning, messaging, and IMC framework to all relevant stakeholders
• Conduct handover sessions to ensure clear understanding and alignment on strategic direction
• Ensure all execution activities follow defined strategic KPIs and guidelines
Execution Plan Development
• Translate strategy and IMC plans into detailed monthly/quarterly execution plans, including timelines, task allocation, and budget breakdown
• Develop campaign calendars covering advertising, events, promotions, and digital activities in line with approved strategy
• Prepare production plans for communication materials, including creative briefs, content production, and POSM
Campaign Coordination & Monitoring
• Serve as the primary contact for managing external agencies to ensure delivery in line with briefs and IMC plans
• Monitor execution progress and output quality, ensuring compliance with brand guidelines
• Coordinate with Trade Marketing and Sales teams to align in-store execution with above-the-line campaigns
Budget & Performance Management
• Manage and allocate marketing budget within the approved master plan
• Track actual spend versus forecast and report variances
• Measure ROI of executed activities and report performance
Reporting & Feedback
• Collect and analyze campaign performance data
• Provide regular reports on execution progress and results
• Feed market insights back to Market Research for future improvements
Product & Portfolio Support (Execution)
• Coordinate with R&D, Production, and Supply Chain on execution activities
• Propose minor execution improvements based on feedback
Internal Coordination
• Partner with Sales teams to ensure consistent execution across channels
• Support Trade Marketing with materials and guidance
• Update Marketing Director / Senior Brand Manager on progress and risks