Job Description

Senior Brand Manager

Industry: FMCG / Consumer Goods

Location: Egypt

Department: Marketing

Role Overview

The Senior Brand Manager will lead brand development and marketing execution to drive business growth, strengthen brand positioning, and improve market performance. The role requires a balance of strategic planning, consumer understanding, creative leadership, and commercial awareness to translate business priorities into impactful marketing initiatives.

A significant part of the position involves managing above-the-line (ATL) communication, particularly television advertising, media planning, and below-the-line (BTL) consumer activations. The role will also oversee market research, innovation initiatives, marketing budgets, and cross-functional projects to ensure effective execution and measurable business results.

Key Responsibilities

1. Brand Strategy and Business Planning

Develop and implement brand strategies that support business objectives, sales growth, and long-term brand development.
Define brand positioning, target audiences, communication priorities, and key differentiators.
Translate market opportunities and consumer insights into annual marketing plans and actionable initiatives.
Monitor brand performance, competitive positioning, and category developments to identify opportunities for growth.
Establish clear performance objectives and track progress against agreed business and marketing targets.

2. Integrated Marketing Communications and Media Strategy

Lead the development and execution of ATL campaigns, with particular emphasis on television advertising.
Manage the development of TV commercials, from creative briefing and concept assessment through production, launch, and post-campaign evaluation.
Work closely with creative agencies to develop compelling advertising concepts that support brand objectives and resonate with target consumers.
Oversee media planning and investment across television, outdoor advertising, and other relevant mass communication channels.
Evaluate media proposals, audience reach, frequency, scheduling, and budget allocation to maximize campaign effectiveness.
Use consumer research and creative testing to assess campaign concepts and strengthen communication impact.
Analyze campaign results and recommend improvements to enhance effectiveness and marketing investment returns.

3. Consumer Activations and BTL Marketing

Develop and implement consumer activation plans that complement brand communication and support commercial objectives.
Oversee promotional campaigns, product sampling, experiential marketing, sponsorships, and other consumer engagement activities.
Manage activation agencies and external suppliers to ensure consistent brand representation and high-quality execution.
Establish relevant KPIs and evaluate activation performance, including reach, engagement, trial, and cost efficiency.

4. Consumer Insights and Market Intelligence

Lead market research initiatives to understand consumer needs, preferences, purchasing behavior, and brand perceptions.
Oversee concept testing, product testing, advertising pre-testing, and post-campaign research.
Analyze market share, sales trends, retail audit findings, and competitor activities to support strategic decisions.
Translate research findings and performance data into practical recommendations for brand development and marketing execution.
Monitor category trends and competitive communication to identify emerging opportunities and potential risks.

5. Creative Development and Brand Communication

Prepare clear creative briefs and guide the development of advertising and communication materials across relevant channels.
Ensure all marketing assets consistently reflect the brand's positioning, messaging, and visual identity.
Evaluate agency proposals and challenge creative work to improve originality, consumer relevance, and effectiveness.
Coordinate the development and delivery of campaign materials in line with agreed timelines and objectives.

6. Product Innovation and Portfolio Development

Identify opportunities for new product development, product improvements, and portfolio expansion.
Lead marketing input into concept development, product launches, relaunches, and renovation projects.
Develop launch communication plans covering ATL advertising, BTL activities, and supporting digital channels.
Coordinate with Sales, Trade Marketing, Research and Development, Supply Chain, Finance, and other relevant functions to ensure successful delivery.
Monitor launch performance, consumer feedback, project milestones, and post-launch opportunities.

7. Budget and Investment Management

Develop and manage annual brand budgets in line with business priorities and marketing objectives.
Allocate marketing investments across media, creative production, consumer activations, and research activities.
Monitor expenditure, assess campaign costs, and identify opportunities to improve budget efficiency.
Evaluate marketing performance and investment returns in collaboration with Finance and external partners.

8. Stakeholder and Agency Management

Collaborate with commercial and operational teams to ensure alignment between brand strategy and business priorities.
Manage relationships with creative, media, research, production, and activation agencies.
Lead multiple projects simultaneously, ensuring delivery within agreed timelines, quality standards, and budgets.
Present brand plans, campaign proposals, market insights, and performance reviews to senior stakeholders.

Qualifications and Experience

Bachelor's degree in Marketing, Business Administration, or a related discipline. A postgraduate qualification is an advantage.
6–8 years of relevant marketing experience, preferably within FMCG, food and beverage, or consumer goods.
At least 2–3 years of experience in a Brand Manager position or a comparable role with end-to-end brand ownership.
Demonstrated experience in TV advertising, ATL campaign development, media planning, and TV commercial production.
Practical experience managing BTL activations and consumer engagement initiatives.
Experience in market research, consumer testing, retail audit analysis, and campaign performance evaluation.
Proven involvement in new product launches, relaunches, or product renovation projects.
Strong project management capabilities and experience working across multiple business functions.

Core Competencies

Strong knowledge of brand strategy, consumer behavior, and integrated marketing communications.
Commercial acumen and the ability to connect marketing initiatives with business performance.
Analytical skills, including the ability to interpret market research, sales data, and market share reports.
Strong creative judgment and the ability to develop effective agency briefs.
Experience managing media investments, marketing budgets, and external partners.
Excellent communication, presentation, negotiation, and stakeholder management skills.
Proficiency in Microsoft Excel and PowerPoint; familiarity with market measurement platforms is an advantage.
Strategic thinking, initiative, accountability, and a results-driven approach.

Key Performance Indicators

Performance will be assessed against agreed objectives, including:

Brand growth, market share, and overall category performance.
Improvement in brand awareness, consideration, and consumer engagement.
Effectiveness of TV advertising and ATL media investment.
Quality and commercial impact of BTL activities and consumer activations.
Successful delivery and performance of new product launches and portfolio initiatives.
Quality of consumer insights and their application to brand decisions.
Marketing budget control and efficiency of investment.
Timely delivery of marketing campaigns and cross-functional projects.

Candidate Profile

The ideal candidate will combine strong brand management fundamentals with substantial hands-on experience in TV advertising, ATL media planning, and BTL activations. Candidates should demonstrate the ability to manage campaigns from strategic development through execution and evaluation, supported by sound consumer insight and commercial judgment.

Candidates whose backgrounds are predominantly digital or social media, without meaningful responsibility for television advertising and broader ATL campaigns, are less aligned with the core requirements of this position.