Senior Brand Manager
About the Role:
The Senior Brand Manager leads the strategic development, growth and performance of assigned brands, translating consumer, market and commercial insights into clear brand, portfolio and activation priorities. The role combines strategic brand leadership with end-to-end execution, covering annual brand planning, portfolio and innovation strategy, integrated communications, media, consumer insights, promotions and business performance. Managing external partner relationships and working closely with commercial functions and other cross-functional partners, the role contributes to strengthening brand positioning, growing market share and delivering sustainable business results.
Main Responsibilities:
- Implement annual brands initiatives, objectives and activity plans aligned with business and category priorities.
- Translate brands strategy into compelling integrated communication, advertising, media and activation initiatives across conventional and digital channels
- Shape sales, volume, P&L and marketing plans for assigned brands, translating strategy into measurable business objectives.
- Deploy brand positioning and portfolio strategy based on consumer insights, market dynamics and competitive activity.
- Manage marketing investments across advertising, promotions, research and market analysis, ensuring effective allocation within agreed budgets.
- Monitor market, consumer and competitive developments to identify growth opportunities, risks and appropriate strategic actions.
- Lead portfolio reviews covering product mix, pricing and SKU priorities to strengthen brand performance and profitability.
- Support shaping new product development strategy and innovation and launch projects through implementation, partnering with relevant cross-functional stakeholders.
- Develop agency briefs and lead relationships with creative agencies and external strategic partners.
- Ensure relevant legal and business requirements are addressed across advertising, communication and promotional activities.
- Shape promotional strategies and oversee the development of promotional materials, packaging and related brand assets.
- Partner closely with Sales and Trade Marketing to monitor promotional effectiveness, competitive activity and execution at point of sale, translating learnings into future improvements.
- Contribute to consumer and market research covering brand positioning, behaviour, packaging, assortment and pricing.
- Analyse research findings, KPIs and market/panel data to identify trends, opportunities and clear recommendations for the business.
- Monitor brand P&L, sales, market and consumer KPIs, and sales forecasts, identifying performance gaps and recommending corrective actions.
- Maintain a strong focus on brand profitability, investment effectiveness and sustainable business growth.
- Lead cross-functional initiatives and build strong partnerships across Marketing, Sales, Trade Marketing, Finance, Supply Chain and other relevant functions.
- Support alignment around brand and 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 other respective field
- Relevant experience in brand management, preferrably within a FMCG MNC environment
- Strong understanding of brand strategy, portfolio management, integrated communications and consumer insights
- Commercial and analytical mindset, with the ability to interpret P&L, sales, market and consumer data
- Experience working with agencies and coordinating cross-functional projects, strong project and stakeholder management capabilities
- Effective communication and collaboration skills, with the ability to work across functions and markets
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Strong hands-on experience with marketing tools and platforms, including consumer and market analytics, media performance, digital marketing and campaign measurement tools
- People management experience is required
- 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.