The Brand Manager is responsible for developing and executing category and brand strategies that drive sustainable business growth, market share, profitability, and customer satisfaction. The role leads category planning, brand management, new product development (NPD), product lifecycle management, market development, and integrated marketing initiatives including ATL, BTL, and Digital Marketing. Working closely with Sales, Production, Supply Chain, Finance, Procurement, Quality Assurance, and external partners, the Category & Brand Manager ensures that Cerealia's brands remain competitive, innovative, and responsive to changing consumer and market needs.
The position is responsible for identifying market opportunities, conducting market research, managing product portfolios, leading successful product launches, strengthening brand equity, and delivering measurable marketing results that support the company's long-term strategic objectives.
Category Strategy & Portfolio Management
Develop and implement category strategies aligned with the company's business objectives.
Manage the overall product portfolio to maximize sales, profitability, and market share.
Monitor category performance by SKU, Brand, and Product Category.
Recommend portfolio rationalization, SKU expansion, and product optimization.
Develop annual category business plans and budgets.
Ensure achievement of category sales, market share, and profitability targets.
Brand Management
Develop annual brand strategies and marketing plans.
Manage brand positioning and brand equity.
Ensure consistent brand identity across all communication channels.
Monitor brand health and customer perception.
Develop initiatives to increase brand awareness and customer loyalty.
Measure and evaluate brand performance using KPIs.
New Product Development (NPD)
Identify new product opportunities based on consumer insights and market trends.
Lead new product development projects from concept to commercialization.
Coordinate with R&D, Production, Procurement, Quality, and Sales during product development.
Develop product concepts, business cases, pricing strategies, and launch plans.
Monitor product launch performance and recommend improvements.
Ensure new products meet quality, profitability, and customer expectations.
Continuously improve existing products based on customer feedback and market performance.
Review packaging, formulation, pricing, and product positioning.
Monitor product life cycle and recommend relaunches or discontinuation.
Coordinate product changes with internal departments.
Evaluate product profitability and contribution margin.
Ensure product competitiveness within the market.
Market Development & Business Growth
Identify new market opportunities, customer segments, and distribution channels.
Develop market penetration and expansion strategies.
Support sales teams in developing new business opportunities.
Monitor market trends and competitive activities.
Recommend pricing, promotional, and distribution strategies.
Support distributor and channel development initiatives.
ATL, BTL & Digital Marketing
Develop annual ATL, BTL, and Digital Marketing plans.
Plan and execute advertising campaigns across TV, Radio, Outdoor, Print, and Digital platforms.
Manage social media marketing, website content, and digital campaigns.
Coordinate promotional activities, activations, exhibitions, and trade events.
Evaluate campaign effectiveness and return on marketing investment (ROMI).
Coordinate with creative agencies, media partners, and suppliers.
Market Research & Consumer Insights
Conduct market research and customer satisfaction studies.
Analyze consumer behavior, purchasing trends, and competitor activities.
Collect customer feedback to improve products and services.
Conduct pricing, product, and packaging research.
Provide actionable recommendations based on research findings.
Maintain market intelligence reports for management.
Budget Management & Performance Analysis
Prepare annual marketing and category budgets.
Monitor marketing expenditure against budget.
Evaluate campaign performance and profitability.
Analyze sales performance by SKU, Brand, Category, Region, and Channel.
Prepare monthly business review reports.
Recommend corrective actions to improve performance.
Cross Functional Coordination
Work closely with Sales, Supply Chain, Finance, Production, Procurement, and Quality teams.
Coordinate product launches and promotional activities.
Support sales meetings and distributor conferences.
Prepare presentations for management reviews.
Ensure alignment between commercial and operational functions.
Support continuous improvement initiatives across departments.
Compliance & Continuous Improvement
Ensure compliance with company policies and brand guidelines.
Maintain confidentiality of business and product information.
Ensure compliance with food safety, labeling, and regulatory requirements
Identify opportunities for continuous improvement within the marketing function.
Develop and standardize marketing processes and procedures.
Perform other duties assigned by management.
