Role Purpose:
Support the Category Lead in developing RTD & Cider category and brand strategy, and lead the execution of approved brand plans across assigned brands and priority markets.
The role is responsible for translating category direction, consumer insight, portfolio priorities and commercial objectives into integrated marketing plans that build brand equity, drive consumer demand, support market share growth and deliver profitable brand performance.
The Senior Brand Manager will work closely with internal stakeholders, operating companies and agency partners to deliver high-quality ATL, BTL, digital, experiential and trade activation plans in line with brand objectives, budget parameters and market priorities.
Responsibilities include but not limited to:
Strategy
- Support the Category Lead in the development of RTD & Cider category and brand strategy.
- Translate approved category and portfolio strategy into clear brand plans, campaign briefs and market execution priorities.
- Use consumer, shopper, market and competitor insights to identify brand growth opportunities.
- Support the development of brand positioning, occasion strategy, SKU prioritisation, price positioning and communication direction.
- Contribute to innovation and renovation thinking in line with category, brand and portfolio strategy.
- Monitor competitor activity and identify implications, risks and opportunities for assigned brands.
- Support the development of recommendations and business cases for assigned brands and priority markets.
- Ensure brand plans contribute to commercial objectives, including volume, revenue, gross profit, market share and brand equity growth.
Planning
- Lead the annual brand planning process for assigned brands, under the guidance of the Category Lead.
- Develop integrated marketing plans, brand activity calendars, A&P; budgets, 360-degree communication plans and activation plans.
- Prepare agency briefs and manage the approval process with the Category Lead and relevant stakeholders.
- Support brand team alignment with key stakeholders to drive approved strategy into action.
- Work closely with Sales, Trade Marketing, Finance, Procurement, Supply Chain, Legal, Corporate Affairs and Operating Companies to ensure effective delivery of brand plans.
- Ensure plans are aligned to approved brand strategy, portfolio priorities, market realities and commercial objectives.
- Support stakeholder alignment across HBI, HBSA and priority African markets.
Execution
- Lead the day-to-day execution of approved ATL, BTL, digital, experiential, sponsorship and trade activation plans.
- Manage agency partners and internal stakeholders to deliver high-quality work on time, within budget and in line with brand guidelines.
- Brief key internal and external suppliers to deliver excellent campaign, activation and sponsorship execution.
- Monitor execution quality across markets and recommend improvements where required.
- Ensure campaigns are executed in line with brand guardrails, consumer insight, market context and investment priorities.
- Manage A&P; spend, supplier commitments, purchase orders, invoicing and budget tracking.
- Partner with Procurement, Finance, Trade Marketing and Sales to ensure effective and compliant execution of brand plans.
- Drive learning, sharing and reapplication of successful campaign and activation models across markets.
Monitoring / Reporting
- Track and report brand performance against agreed KPIs, including brand power, market share, volume, revenue, gross profit and return on investment.
- Analyse consumer, shopper, media, market and financial data to identify opportunities, risks and corrective actions.
- Prepare performance updates and recommendations for the Category Lead and wider commercial team.
- Monitor A&P; budget commitments, invoicing and spend phasing.
- Capture campaign learnings and support reapplication across assigned brands and priority markets.
- Use market and consumer insight to continuously optimise brand plans and execution.
Requirements:
- Relevant and recognised Honours or postgraduate qualification in Marketing, Commerce, Business or related field.
- Minimum 5 years’ relevant brand marketing experience, preferably across FMCG, beverages, alcohol, lifestyle or consumer-led categories.
- Strong understanding of the FMCG value chain, including consumer, shopper, customer, pricing, portfolio and commercial performance drivers.
- Proven experience developing and executing integrated marketing campaigns across ATL, BTL, digital, social, experiential and trade channels.
- Demonstrated ability to translate insight into brand plans, creative briefs and commercial actions.
- Strong analytical skills, with experience using brand health, market share, consumer insight, media and financial data to guide decisions.
- Strong commercial acumen, including experience managing A&P; budgets, ROI and brand profitability.
- Demonstrated experience in agency management, creative development and campaign execution.
- Strong project management skills, with the ability to manage multiple brands, campaigns, markets and stakeholders.
- Excellent written and verbal communication skills.
- Strong stakeholder management and influencing skills across cross-functional and senior teams.
- Demonstrable experience in, or strong passion for, African markets.
- Passion for consumers, brand building, business growth and continuous learning.
Additional Requirements:
- Ability to work in a fast-paced and complex environment.
- Ability to manage ambiguity and simplify complexity into clear action plans.
- Ability to balance strategic thinking with disciplined execution.
- Ability to influence and collaborate across multiple functions, markets and levels of seniority.
- Strong attention to detail and commitment to executional excellence.
- Required mobility to travel to various markets as needed to support market immersion, stakeholder alignment and brand execution.
