Product Brand Manager

Working Pattern: Monday–Friday, with flexibility occasionally required to support key launches and business priorities.

Location: Leicester-based office, LE3 8JR
, with hybrid working (typically 3 days on site per week)

The Product Brand Manager plays a critical role in shaping and delivering Jason’s Sourdough product agenda, ensuring the range continues to grow in a way that is consumer led, commercially robust and true to the brand.

Reporting into the Head of Marketing, this role is responsible for owning the product lifecycle end to end – from insight-led innovation and renovation, through launch planning and execution, to ongoing optimisation and commercial performance.

This role blends strategic thinking with hands on delivery. It requires a strong understanding of consumers and shoppers, the ability to turn insight into clear product propositions, and the commercial acumen to build compelling selling stories for customers while having a clear understanding of product P&L contribution.

Working closely with NPD, Category, Sales, Operations and external agency partners, the Brand Manager will help ensure Jason’s products continue to stand out on shelf, perform in-market and strengthen the long-term brand.

This is a role for an FMCG Product Brand Manager who is excited by building brands through product excellence, thrives in a fast-moving challenger environment, and is ready to take ownership of meaningful projects with real commercial impact.

• Own day to day Product Brand Management across the entire Jason’s Sourdough range.
• Ensure products are positioned clearly and consistently in line with brand strategy and consumer needs.
• Manage the full product lifecycle, including launch, optimisation, renovation and rationalisation.

• Develop a deep understanding of Jason’s core consumers, occasions and motivations.
• Work with the Category Manager and insight partners to generate actionable consumer and shopper insight.
• Continuously assess product performance and consumer feedback to inform improvements and future pipeline development.

• Support the development of the NPD pipeline in close partnership with NPD, Category and the Head of Marketing.
• Lead product specific elements of innovation projects, from concept development through to launch.
• Own go to market planning for new products, including proposition, naming, packaging, messaging and launch activation.
• Coordinate cross-functional launch readiness, ensuring Sales, Operations and Customer Service are aligned.

• Lead packaging development for new products and renovations, working with design agencies and internal stakeholders.
• Ensure packaging is distinctive, on-brand, compliant and effective at communicating key product benefits on shelf.

• Work cross functionally to build strong commercial rationales for product decisions, balancing consumer value with business performance.
• Support pricing strategy development in collaboration with Sales and Category.
• Monitor product performance post-launch and recommend actions to drive sustainable growth.
• Develop compelling product selling stories and materials to support conversations with retailers.
• Partner closely with Sales to ensure product propositions are clear, relevant and customer ready.
• Support customer presentations, range reviews and innovation sell-in where required.

• Lead product specific promotional planning in collaboration with Category, Sales and Retail Marketing.
• Ensure promotional activity supports both brand and commercial objectives.
• Evaluate promotional performance and feed learnings back into future planning.

• Work closely with NPD, Category, Sales, Operations and Supply Chain to deliver aligned product plans.
• Manage artwork development, approval processes and timelines in collaboration with Operations and Technical teams

At Geary’s Bakeries, we’re on a crusade to make proper bread more accessible to more people. We’re passionate about re-imagining the way Great Britain thinks…