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(Senior) Brand Manager, Japan

Job Location: ​Tokyo​

Company description

Ferrero is a family-owned company with a truly progressive and global outlook and iconic brands such as Nutella®, Tic Tac®, Ferrero Rocher®, Raffaello®, Kinder Bueno® and Kinder Surprise®. As the love for our brands continues to grow, so too does our global reach. Represented in more than 50 countries, with products sold in more than 170, the Ferrero Group is loved by generations around the world. The secret to our global success? 40,000 dedicated employees who celebrate care and quality to craft a business, careers and brands we are proud of. Join us, and you could be one of them.

Diversity Statement

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 of 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.

About the Role:

This role leads the annual brand planning and drives full 360° marketing execution across our Premium Chocolate brands in Japan. Reporting to the Regional Category Head, the position encompasses end-to-end brand management, including ATL/BTL campaigns, portfolio strategy, packaging, P&L ownership, media planning, and in-market execution. We’re looking for a strategic thinker who thrives in complexity, values collaboration, and is motivated by the opportunity to make a lasting impact in one of the world’s most dynamic chocolate markets.

Main Responsibilities:

  • Lead annual brand planning and execution across the full 360° marketing mix (ATL, BTL, events, activations), ensuring brand consistency and strong ROI
  • Apply analytical thinking and agility to work with limited data—leveraging open sources, out-of-market references, retail insights, and informed assumptions
  • Monitor brand performance to identify insights, drive growth, and mitigate risks
  • Partner with the CSU team to uncover consumer insights and translate them into actionable business opportunities
  • Develop and localize advertising content, social media strategies, and consumer promotions in collaboration with agencies
  • Manage marketing activities within budget and timelines; track impact and optimize based on results
  • Lead e-commerce brand development—an exciting, early-stage focus area—requiring learning agility and an entrepreneurial mindset
  • Oversee packaging projects, artwork development, and premium solutions for local occasions, ensuring timely approvals and coordination with Legal and Product Flow teams
  • Work with Supply Chain to manage launch readiness, stock, and production timelines
  • Drive standout POSM design and in-store visibility, collaborating with Trade Marketing and POSM production teams
  • Plan and execute activations aligned with brand strategy, ensuring high-impact retail presence
  • Liaise effectively with Sales, Trade, Finance, and Regional/Area Marketing teams to ensure alignment and timely delivery
  • Foster constructive, inclusive communication across all levels and teams to drive collaborative success
  • Manage A&P budgets, track phasing and POs, and ensure timely invoicing and financial reporting
  • Own brand profitability by optimizing spend efficiency, shaping a strategic portfolio mix, and defining pricing approaches aligned with business goals

Who we are looking for:

  • University degree in Marketing, Business, or a related field
  • Solid experience in FMCG brand marketing with a strong understanding of consumer behavior and market dynamics
  • Experience in matrix organizations and comfort working across multiple reporting lines is a plus
  • Strong grasp of marketing fundamentals with proven project management and execution skills
  • Advanced analytical and numerical ability, including data interpretation, strategic thinking, and attention to detail
  • High agility and adaptability to thrive in a dynamic, fast-paced environment with evolving priorities
  • Strong sense of ownership and initiative, with the ability to anticipate challenges and implement effective solutions
  • Commercial mindset and ability to collaborate effectively across functions, regions, and stakeholders
  • Excellent communication and interpersonal skills, enabling clear, constructive, and culturally aware collaboration
  • Strong time management and organizational skills; able to work independently and in team settings
  • Proficiency in MS Office; familiarity with Nielsen Answers and SAP systems is an advantage
  • Full fluency in Japanese and English, both written and spoken

How to be successful in the role and at Ferrero:

Consumers, quality and care are at the heart of everything we do. So, to be successful at Ferrero, you’ll need to be just as consumer and product centric as we are - dedicated to crafting brilliant results for consumers around the world. 

 

You will develop innovative strategies and insights thanks to an open mind and a thorough understanding of Ferrero products.  Defining the brand vision that drives trusted and meaningful brands will also depend on working in a dynamic and flexible environment, intense focus on goals and a proactive approach. Employee contribution and engagement at Ferrero is individual, team and organization based, so you should have the ability to work independently as well as manage your team and stakeholders.

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