Senior Brand Manager

Published: August 3, 2018
Job Type
Job Code
Years of Experience
Commensurate with experience
Bachelor’s Degree
Jeslin Ramos
Contact Email


Brand Manager is responsible to ensure brand growth, brand indicators and support consumer base expansion through the execution of marketing plans.  Assure consistency of branding and communication messages across various touch points to strengthen brand Equity. Responsible to develop plans to bring to live regional brand platforms linked to the local realities (giving the high level of knowledge of the local market place). Provide support to the commercial team developing local brand initiatives aligned to global / regional brand strategies with the purpose of help in the achievement of commercial /business objectives: sales, market share goals and brand profitability while ensuring the adequate resource allocation.


  • Marketing Plan (SOW 1y): Active participation / discussion with Area Marketing to define Regional / Local brand Priorities, Objectives & key branding initiatives and customize Brand plans based on market needs for execution.
  • Execute Brand / NPD’s platforms & selling story with local adaptation to support brand growth
  • Guarantee the implementation of a price strategy positioning among brands inside a Category / Channels: Regular Consumer Price & Promotional Price
  • Set A&P budget: define budget by brand and mix between Advertising & Promotion and prioritize investment on segments / brands aligned to market needs / priorities
  • Ensure the correct A&P management and execution approved for the brand following the corporate guidance and seeking always for the optimization of resources
  • Support Strategic Planning process (SOW 3y): Share & Align strategic guidance with Key commercial stakeholders to assure alignment on Issues / Opportunities, Priorities & Objectives
  • Support Annual Business Plan process (SOW 1y): Share & get alignment on brand strategy & consumer initiatives with commercial team in order to capitalize brand opportunities ($SOM, Distribution, GM, NCS, etc.)
  • Ensure the timely provision of information and marketing resources required by stakeholders for the planning process
  • Development of Marketing “ Consumer Centric” plans using the JOB TO BE DONE methodology as part of the Annual Brand Plan
  • Coordinate local Creative / PR & BTL agencies to “tropicalize” brand messages to reflect the local need / issue / opportunity. Mainly focused on execution aligned to regional consumer and brand platforms assuring consistency across the various touch points
  • Active participation on Regional Briefing and planning of Media Plans with high impact on local selection of most appropriate strategies / vehicles vs. local needs / priorities
  • Active participation on “Smartketers teams” committee being part of the development and co-creation of  regional brand platforms ( NPD’s) or initiatives that have regional and local impact
  • Generate strategic alliances (partnerships) to bring added value to the Company brands (internal and external)
  • Maintain permanent report / communication on competitors activities to Area Marketing Managers and commercial team
  • Important contribution to the Local forecasting process by helping the commercial team to reflect the brand initiatives in their projection
  • Identify and propose business opportunities that will lead into growth and to maximize profitability
  • Periodical trade visits to key cities to support commercial team to propose ideas / plans to address issues or opportunities
  • Develop and maintain relationships with other functional areas within the organization that foster commitment, teamwork and excellence in execution. May include formal team sponsorship and/or leadership
  • Responsible of share with the commercial team opportunities / issues from the consumer stand point (brand trackers / research studies tools) as well as the key findings and insights obtained from the Nielsen / syndicated data reports
  • Support the In- Store Execution by providing guidance to the local trade and sales areas in conjunction with the Shopper & Customer Marketing Area Role
  • Support the development of customer Joint Business plan by incorporating the consumer initiatives as part of the trade and sales costumer proposal
  • Provide the fundamental bases for the commercial team in the development of strong selling stories
  • Track Brand Indicators (consumer & financials) providing visibility on progress vs. targets and anticipating actions to solve / accelerate the targets achievements
  • Responsible to negotiate with local vendors finding the best return of investment while maximizing the A&P investment
  • Develop recommendations for Area Marketing to consider as incremental opportunities for the business (anticipate competitors movements or finding unlocked potential opportunities)
  • Provide support to the HUB commercial leaders when defining business strategies for the HUB (incorporating the Brand’s specific priorities /needs)
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