JOB PURPOSE:
The Brand Manager is responsible for driving customer acquisition and long-term customer relationship management while ensuring strong brand activation and marketing execution in KSA. The role focuses on expanding the brand's presence in the HORECA market through effective customer engagement, premium in-market execution, and consistent brand representation.
The role leverages competitor and commercial analysis to support pricing, SKU optimization, and growth opportunities, translating market insights into actionable initiatives that strengthen brand performance, profitability, and visibility across key customer segments.
Key Responsibilities
1. Brand Strategy, Positioning and Market Execution
- Execute the brand strategy and ensure its premium positioning is reflected across the market.
- Conduct market visits to key accounts to assess execution, visibility, and opportunities for growth.
- Lead brand activation activities, visibility implementation, and POSM deployment.
- Ensure all customer-facing materials, displays, and product placements align with brand standards.
- Monitor market developments and competitor activities to support strategic decision-making.
2. Business Development and Customer Acquisition
- Identify and acquire high-potential customers within the HORECA segment.
- Develop tailored product proposals and SKU recommendations aligned with customer needs and profitability objectives.
- Own the onboarding and ongoing management of selected customers, including key accounts.
- Build and maintain strong long-term relationships to drive loyalty, repeat business, and brand advocacy.
- Work closely with Sales teams to ensure aligned execution and sustainable account growth.
3. Brand Planning & Supply Coordination
- Consolidate sales inputs, customer pipelines, and market intelligence into structured data to support brand planning discussions with the Category Manager.
- Coordinate closely with the Category Manager on order planning, availability updates, special requests, and supply alignment to ensure smooth market execution.
4. Sales Enablement, Training and Pricing Support
- Equip Sales teams with brand knowledge, product training, and market insights.
- Prepare pricing inputs and quotations to support commercial proposals for management approval.
- Participate in sales meetings to track customer progress and support issue resolution.
- Support customer presentations, menu planning discussions, and product demonstrations in collaboration with baristas and mixologists.
- Support in-market activations and customer engagements to ensure effective execution.
5. Direct Coordination with the Brand and Principles
Engage directly with brand commercial teams on special requests and POSM.
Communicate market demand patterns, customer insights, and local requirements to ensure accurate supply and brand alignment.
6. Data Analysis and Performance Reporting
Analyze product performance, customer consumption, pricing, and margin contribution.
Maintain updated datasets, brand trackers, forecast files, and customer pipelines.
Conduct competitor analysis and provide regular performance updates to management.
Prepare brand performance updates for management, highlighting progress, challenges, and opportunities.
Use analytical insights to refine brand strategy and support decision-making.
EDUCATION AND EXPERIENCE:
- Bachelor's Degree in Business, Marketing, Hospitality or a related field.
- 5-7 years of experience in brand management, HORECA sales, or premium brands.
- Experience in customer development and commercial execution.
- Strong forecasting, analytical, and commercial planning capabilities.
- Experience working directly with suppliers is an advantage.
