Senior Brand Manager
About the Role:
This role offers the opportunity to lead a dynamic multi-category brand portfolio, shaped by a strong power brand and a diverse range of sub-brands addressing distinct consumer need states within the SPF arena. Combining strategic brand leadership with strong commercial ownership, the role will shape brand and portfolio priorities, drive integrated marketing initiatives and partner cross-functionally to deliver sustainable growth and profitability.
Main Responsibilities:
- Implement annual brand initiatives, objectives and activity plans across the power brand and its portfolio of sub-brands, ensuring alignment with overall business, category and portfolio priorities
- Translate brand strategy into compelling integrated communication, advertising, media and activation initiatives across conventional and digital channels, ensuring a coherent brand proposition while addressing distinct consumer need states and category dynamics
- Shape sales, volume, P&L and marketing plans across the assigned brand portfolio, translating strategy into measurable business objectives and priorities
- Deploy brand positioning and portfolio strategy across multiple categories and sub-brands, based on consumer insights, evolving need states, market dynamics and competitive activity
- Manage marketing investments across advertising, promotions, research and market analysis, ensuring effective allocation across brand, sub-brand and category priorities within agreed budgets
- Monitor market, consumer and competitive developments across the relevant categories to identify growth opportunities, emerging risks and appropriate strategic actions
- Lead portfolio reviews covering brand and sub-brand roles, product mix, pricing and SKU priorities, ensuring a balanced portfolio that strengthens overall brand performance and profitability
- Support shaping new product development strategy and innovation and launch projects through implementation, ensuring opportunities are considered within the broader brand architecture, category landscape and relevant consumer need states, in partnership with cross-functional stakeholders
- Develop agency briefs and lead relationships with creative agencies and external strategic partners, ensuring effective translation of the broader brand and portfolio strategy into execution
- Ensure relevant legal and business requirements are addressed across advertising, communication and promotional activities
- Shape promotional strategies across the portfolio and oversee the development of promotional materials, packaging and related brand assets, ensuring consistency with the overall brand positioning and appropriate differentiation across sub-brands
- Partner closely with Sales and Trade Marketing to monitor promotional effectiveness, competitive activity and execution at point of sale across relevant categories, translating learnings into future improvements
- Contribute to consumer and market research covering brand positioning, consumer behaviour and need states, packaging, assortment and pricing, with a portfolio-wide perspective
- Analyse research findings, KPIs and market/panel data across the relevant categories to identify trends, growth opportunities and clear recommendations for the business
- Monitor brand P&L, sales, market and consumer KPIs, and sales forecasts across the portfolio, identifying performance gaps and recommending corrective actions
- Maintain a strong focus on portfolio profitability, marketing investment effectiveness and sustainable growth across the power brand and its sub-brands
- Lead cross-functional initiatives and build strong partnerships across relevant functions, navigating the priorities and interdependencies of a multi-category portfolio
- Support alignment around brand, portfolio, category and broader business priorities
- Lead and develop team members through coaching, capability building, empowerment and clear accountability, fostering a collaborative and performance-focused culture.
About You:
- University degree in Marketing, Business or related field
- Relevant experience in brand management, ideally within FMCG MNC environment
- Strong understanding of brand strategy, portfolio management, integrated communication and consumer insights
- Solid commercial acumen, with the ability to translate P&L, sales, market and consumer data into strategic business decisions
- Strong experience with marketing tools and platforms, including consumer and market analytics, media performance, digital marketing and campaign measurement tools
- Proven experience managing agencies and leading complex, cross-functional projects
- Strong analytical, project management and stakeholder management capabilities, with the ability to influence across functions and seniority levels
- Excellent communication skills and ability to operate effectively across markets and cultures
- People leadership experience
- Fluency in English, Chinese/Cantonese is preferred, any other Asian language is highly regarded
What We Offer:
Careers with caring built in - discover our benefits here.
About Ferrero:
Ferrero began its journey in the small town of Alba in Piedmont, Italy, in 1946. Today, it is one of the world’s largest sweet-packaged food companies, with many iconic brands sold in countries all over the world. Find out more about Ferrero at ferrero.com.
DE&I at Ferrero:
Ferrero is committed to building a diverse and inclusive culture in which all employees feel welcomed and appreciated and have the same opportunities. We believe all our people are equally talented in their own way. In nurturing the curiosity and natural abilities of our employees, we provide them, generation after generation, the means to succeed personally and professionally, enabling them to craft their journey at Ferrero. The diversity of our talents is what makes our work environment multicultural, innovative, and highly rewarding.
Find out more here.