Category Manager - Trade

Description

Summary: The Brand Manager is responsible for developing and executing brand strategies to enhance brand equity, market positioning, customer engagement, and commercial performance across the complete brand lifecycle. Highlights: 1. Develop and implement annual brand strategies and plans 2. Manage integrated marketing campaigns and digital presence 3. Collaborate with Sales, Product, and senior management **Job Purpose:** The **Brand Manager** is responsible for developing and executing brand strategies that enhance brand equity, market positioning, customer engagement, and commercial performance. The role manages the complete brand lifecycle, including **brand positioning, marketing campaigns, communication, digital presence, customer insights, promotional activities, market research, and brand standards**. The Brand Manager works closely with **Sales, Commercial, Product, Operations, Finance, and senior management** to ensure that marketing activities are commercially aligned and contribute measurable value to the business. **Key Responsibilities:****Brand Strategy \& Positioning:*** Develop and implement annual brand strategies and plans. * Define brand positioning, target customer segments, value proposition, and key messages. * Maintain and continuously improve brand equity and market perception. * Ensure consistent application of the company's brand identity. * Identify opportunities for brand extensions, new products, and new markets. * Conduct periodic brand health assessments. **Marketing Planning:*** Develop the annual Brand \& Marketing Plan. * Translate business objectives into measurable marketing initiatives. * Prepare campaign calendars and promotional plans. * Coordinate marketing activities across digital and traditional channels. * Ensure marketing activities support sales and commercial objectives. **Campaign Management:*** Develop and manage integrated marketing campaigns. * Prepare campaign briefs and coordinate with creative agencies and suppliers. * Manage advertising, social media, events, promotions, PR, and other communication channels. * Monitor campaign performance and recommend corrective actions. * Conduct post\-campaign evaluations. **Market Research \& Consumer Insights:*** Monitor market trends and competitor activities. * Conduct customer and market research. * Analyze customer behavior, preferences, and purchasing patterns. * Identify emerging market opportunities. * Provide management with market intelligence and recommendations. **Digital \& Social Media:*** Manage the strategic direction of the brand's digital presence. * Coordinate social media content and digital campaigns. * Monitor engagement, reach, traffic, leads, and conversion metrics. * Ensure digital communications comply with brand guidelines. * Work with digital agencies or internal teams to improve online performance. **Brand Identity \& Governance:*** Maintain the company's Brand Guidelines. * Ensure consistent use of: + Logo. + Colors. + Typography. + Packaging. + Signage. + Advertising. + Digital assets. + Corporate communications. * Review and approve brand\-related materials before publication. * Protect brand integrity across all touchpoints. **Budget \& Financial Management:*** Prepare the annual brand/marketing budget. * Monitor actual expenditure against approved budgets. * Ensure campaigns deliver appropriate value and ROI. * Obtain quotations and manage marketing suppliers within approved authority limits. * Prepare periodic budget reports. **Sales \& Commercial Support:*** Work closely with Sales to develop customer\-focused campaigns. * Develop promotional programs and trade marketing initiatives. * Support product launches and commercial activations. * Provide sales teams with appropriate marketing materials. * Analyze marketing contribution to sales performance. **Agency \& Supplier Management:*** Manage advertising, creative, media, PR, digital, event, and production agencies. * Prepare agency briefs and evaluate proposals. * Negotiate commercial terms within delegated authority. * Monitor supplier performance and deliverables. **Reporting \& Analytics:** Prepare monthly/quarterly reports covering:* Brand performance. * Campaign performance. * Marketing expenditure. * ROI. * Market trends. * Competitor activities. * Digital performance. * Customer engagement. * Key recommendations. **Authority \& Decision\-Making:** The Brand Manager should have authority to make decisions within the approved **budget and Authority Matrix**. **May approve/recommend:*** Marketing campaign proposals. * Creative concepts. * Marketing materials. * Social media content. * Promotional activities. * Agency recommendations. * Marketing suppliers within delegated limits. **Requires management approval:*** Annual marketing budget. * Major campaigns above delegated authority. * Brand repositioning. * New brand creation. * Major sponsorships. * Significant agency contracts. * Changes to corporate identity. * Major pricing/promotional decisions. **Qualifications:****Minimum Education:****Bachelor's degree** in:* Marketing. * Business Administration. * Communications. * Advertising. * Brand Management. * Economics. **Preferred:*** Master's degree in Marketing, Business Administration, or related field. * Professional marketing certification. **Relevant certifications may include:*** CIM. * Chartered/Professional Marketing qualifications. * Digital Marketing certifications. * Google/Meta marketing certifications. * Brand Management certifications. **Professional Experience:** Minimum: 5–7 years of relevant marketing experience, including at least 2–3 years in brand management or a similar role. **Preferred experience:** Experience in one or more of:* FMCG. * Food \& Beverage. * Retail. * Distribution. * Manufacturing. * Consumer products. * Hospitality. * Agriculture/food products. * Multi\-brand organizations. For a senior Brand Manager position, **7–10 years** of relevant experience would be appropriate.