Category Manager - Trade

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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.

Prepare monthly/quarterly reports covering:

• Brand performance.
• Campaign performance.
• Marketing expenditure.
• ROI.
• Market trends.
• Competitor activities.
• Digital performance.
• Customer engagement.
• Key recommendations.

The Brand Manager should have authority to make decisions within the approved budget and Authority Matrix.

• Marketing campaign proposals.
• Creative concepts.
• Marketing materials.
• Social media content.
• Promotional activities.
• Agency recommendations.
• Marketing suppliers within delegated limits.

• Annual marketing budget.
• Major campaigns above delegated authority.
• Brand repositioning.
• New…