Brand Manager

About the Job:

Job Description: Brand Manager – Addiction Brand

Position Title: Brand Manager
Department: Marketing
Reports To: Marketing Director

Internal: CEO, Marketing Director, Trade Marketing, E-commerce, Sales (Country/Key Accounts), R&D/NPD, Regulatory, QA, Supply Chain, Finance, Customer Service, Design/Creative.
External: Distributors, Key retail partners, e-commerce platforms, agencies, KOLs/vets/breeders, media partners, event organizers, research vendors.

Direct Reports: May include Brand Executive / Content & Community / Trade Marketing support (as applicable).
Work Location: Depending on business need.
Work Set-up: Hybrid / Remote with periodic market and HQ visits.

Job Purpose:

The Brand Manager for Addiction is the owner and champion of the Addiction brand across global markets. This role drives brand growth by shaping strategy, leading integrated campaigns, ensuring best-in-class execution across digital and trade channels, and building strong cross-functional alignment to deliver commercial outcomes. You will balance global brand consistency with local market relevance, ensuring Addiction remains a premium, science-led, and emotionally resonant pet nutrition brand.

Key Result Areas (KRAs), Duties & Responsibilities:
KRA 1: Brand Strategy & Growth Planning:

• Own the Addiction brand strategy and 12–24 month brand roadmap aligned to company growth targets.
• Lead annual brand planning: positioning, key pillars, audience segmentation, messaging hierarchy, and market prioritization.
• Translate business objectives into clear brand initiatives across product, pricing, distribution, and communications.
• Monitor market trends, competitor activity, consumer insights, and category data to identify growth opportunities.
• Ensure brand strategy aligns with premium pet nutrition and science-backed value propositions.

Success indicators: Brand health scores, penetration and frequency growth, strategic roadmap delivery, market share lift.

• Lead development and execution of 360° marketing campaigns across digital, social, e-commerce, retail, and events.
• Own campaign briefs, creative direction, and go-to-market plans in collaboration with Consumer/Content and Trade teams.
• Build a consistent, high-impact brand storytelling system (hero content, always-on, seasonal, new launches).
• Ensure campaigns are insight-led and performance-tracked; optimize based on results.
• Partner with creative/graphics and agencies to deliver premium, on-brand assets.

Success indicators: Campaign ROI/ROAS, engagement growth, content performance, share of voice, launch effectiveness.

KRA 3: Product & Innovation Support (Brand-Led):

• Serve as marketing lead for Addiction product portfolio, supporting NPD, renovation, and regional assortments.
• Define product story architecture: claims, benefits, RTBs, target audience, and packaging messaging.
• Partner with R&D, Regulatory, and QA to ensure compliant, accurate, and compelling product narratives.
• Contribute to pricing, pack architecture, and channel-specific assortment strategies.
• Drive premium shelf and PDP excellence (offline and online).

Success indicators: Sell-through, new product velocity, margin support, PDP conversion uplift, packaging readiness quality.

KRA 4: Cross-Functional & Market Execution Excellence:

• Be the primary brand interface across Sales, Trade Marketing, E-commerce, Supply Chain, and Country teams.
• Ensure local execution is aligned with global standards while adapting to market needs.
• Support channel strategy with market-ready toolkits: brand decks, launch kits, retail POSM, training materials.
• Partner with E-commerce leads to improve conversion through brand-led store strategies and merchandising.
• Track performance dashboards with clear insights and recommended actions to stakeholders.

Success indicators: Execution quality scores, retail/e-com readiness, stakeholder satisfaction, market compliance with brand standards.

KRA 5: Ad Hoc / Strategic Projects:

• Lead or support special projects such as crisis comms, rebranding initiatives, agency pitch, or new market entry.
• Represent Addiction brand in leadership reviews, key partnerships, and strategic forums.

Qualifications & Experience:

• Bachelor’s degree in Marketing, Business, Communications, or related field.
• 5–8 years of brand management or category marketing experience; FMCG, premium food, or pet industry preferred.
• Proven experience leading integrated campaigns across digital and trade.
• Strong track record in brand strategy, positioning, and market execution.
• Experience working with multi-market/distributor models is highly desirable.
• Comfortable with data-driven decision-making (brand metrics, sales, campaign performance, insights).

Core Competencies:

• Brand & consumer obsession: deep understanding of premium consumers and what drives loyalty.
• Strategic thinking + commercial acumen: turns brand work into growth outcomes.
• Campaign leadership: builds sharp briefs and drives excellent execution end-to-end.
• Cross-functional influence: aligns teams without formal authority.
• High standards & agility: premium output, fast learning, quick pivots when needed.
• Clear communicator: strong storytelling and stakeholder management skills.

Performance Measures (examples):

• Brand health growth (awareness, consideration, preference).
• Campaign performance vs targets (ROAS, CAC, engagement, sell-through).
• Portfolio contribution to revenue and margin.
• E-commerce improvements (PDP conversion, basket size, repeat rate).
• Execution readiness and on-time delivery of brand plans and launches.