Brand Manager

Job Title: Brand Manager

Reports to: Marketing Manager

Business Unit: Rani Refreshments

Function: Marketing

Location: Riyadh, KSA

Purpose of the Job

The Brand Manager is responsible for developing and executing strategic brand plans that drive growth, strengthen brand equity, and deliver superior consumer engagement. The role plays a pivotal part in shaping long-term brand strategy, overseeing product lifecycle management, and ensuring flawless execution of brand initiatives across all touchpoints. This includes identifying market opportunities, leading innovation pipelines, managing agency partners, and collaborating cross-functionally to achieve commercial and brand-building objectives.

Key Roles & Responsibilities

• Develop and execute annual brand plans aligned with business goals and market dynamics.
• Conduct thorough market and consumer analysis to uncover insights, trends, and growth opportunities.
• Lead full product lifecycle management, including innovation planning, packaging development, and brand renovation.
• Collaborate effectively with Sales, Trade Marketing, R&D, Supply Chain, and Finance to ensure seamless execution of brand initiatives.
• Manage annual brand budgets and ensure optimal allocation of resources across campaigns and activities.
• Monitor brand performance using KPIs, sales data, consumer insights, and competitive benchmarks; optimize strategy when needed.
• Lead creative, media, and digital agencies to deliver impactful advertising, promotional, and integrated digital campaigns.
• Ensure strict adherence to brand identity, global brand guidelines, and regulatory compliance across all consumer touchpoints.
• Conduct post-campaign evaluations to assess performance, extract learnings, and drive continuous improvement.
• Strengthen long-term brand equity through compelling storytelling, purpose-driven communication, and consumer-centric brand building.

Key Performance Indicators (KPIs)

• Brand health indicators (awareness, consideration, equity scores).
• Market share growth in relevant categories.
• ROI and effectiveness of marketing campaigns.
• Delivery of innovation and renovation projects within timelines and budgets.
• Accuracy and quality of brand performance reporting.
• Improvement in brand visibility and consumer engagement metrics.
• Budget adherence and cost-effectiveness of brand activities.

Requirements

Experience

• 5–8 years of experience in brand management within FMCG.
• Track record of successfully developing and executing strategic brand plans.
• Experience leading innovation projects and managing full product lifecycle.

Knowledge

• Strong understanding of consumer behavior, market research methodologies, and competitive landscape.
• Proficiency in digital marketing principles, analytics tools, and performance measurement.
• Strong commercial and financial acumen.

Qualifications

• Bachelor’s degree in Marketing, Business Administration, or related field (Master’s preferred).

Accountability Indicators

• Execution of brand plans within approved budgets and timelines.
• Compliance with brand guidelines and regulatory standards.
• Delivery of innovation projects and marketing campaigns as per annual plan.
• Accurate tracking and reporting of brand KPIs.
• Effective collaboration with agencies and internal stakeholders.

Other Skills and Attributes

• Strong leadership, communication, and presentation skills.
• Highly analytical with strong problem-solving ability.
• Creative thinker with a passion for brand building.
• Strong project management capabilities and attention to detail.
• Ability to thrive in a dynamic, fast-paced environment.