Marketing Manager

Job Title: Marketing Manager

Reports To: Senior Marketing Director – Rani, Vimto & Barbican

Function: Brand Marketing

Location: KSA

Grade / Level: (TBC)

Job Purpose

The Marketing Manager leads one of the largest brands in the Rani Refreshments portfolio and is accountable for driving strong branded growth through world-class brand strategy, innovation, and execution.

The role translates portfolio and brand strategy into high-impact consumer programs, delivering double-digit branded and share growth through disciplined planning, creative excellence, innovation delivery, and flawless in-market execution.

Operating as a change leader and influencer, the Marketing Manager inspires cross-functional teams and agency partners to deliver both short-term commercial performance and long-term brand equity, while building future marketing capability within the business.

Operating Context

Rani Refreshments operates in a fast-paced FMCG environment characterized by:

• High-growth ambitions driven by iconic and culturally relevant brands
• Multi-market exposure across MENA with varying consumer maturity
• Strong dependency on flawless activation, availability, and execution
• Heavy use of ATL, BTL, digital, experiential, and shopper channels
• Close interdependence with Sales, Supply Chain, R&D, Finance, and Insights
• High seasonal and promotional intensity in priority categories

Success in this context requires strong brand judgment, execution rigor, agility, commercial fluency, and the ability to turn strategy into flawless market delivery.

Key Accountabilities

Brand Strategy & Planning

• Deliver double-digit branded and share growth for assigned brand(s).
• Lead 3-Year Strategic Growth Plan, Annual Business Plan, and Brand Plans.
• Build strong brand fundamentals: positioning, architecture, role, and growth ambition.
• Translate consumer and shopper insight into robust brand strategies.

Integrated Marketing & Campaign Excellence

• Lead end-to-end campaign delivery across ATL, BTL, digital, experiential, and social.
• Ensure strong seasonal, occasion-based, and culturally relevant execution.
• Embed post-campaign evaluation and learning loops.
• Balance brand-building with short-term commercial delivery.

Innovation & Renovation

• Develop consumer-led innovation and renovation strategy.
• Partner with R&D and Supply Chain to deliver commercialization.
• Build business cases for innovation including financial and operational assessment.
• Ensure launch excellence and post-launch performance tracking.

Commercial & Shopper Collaboration

• Partner with Sales on promotions, activations, and trade programs.
• Ensure Picture of Success alignment and execution standards.
• Drive visibility, availability, and off-take across channels.
• Track ROI and activation effectiveness.

Agency & Stakeholder Leadership

• Lead creative, media, and activation agencies as performance partners.
• Ensure world-class creative and execution standards.
• Build strong relationships across Sales, Supply Chain, R&D, Finance, and Insights.

People Leadership

• Coach and develop direct reports.
• Build strong execution culture with accountability and ownership.
• Embed consumer obsession, agility, and execution discipline.

Experience, Qualifications & Capability Requirements

Experience

• 10+ years FMCG marketing experience, ideally in beverages or fast-moving categories.
• At least 5 years in regional or global marketing roles.
• Proven delivery of brand growth, innovation launches, and campaign excellence.
• Strong experience across consumer, shopper, and trade execution.
• People management experience preferred.

Qualifications

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

Knowledge & Technical Capability

• Brand strategy and equity management
• Integrated marketing communications
• Consumer and shopper insight application
• Innovation and commercialization processes
• Marketing ROI and budget governance
• Agency management and contracting

Leadership Competencies

• Strategic Brand Thinking
• Consumer-Centric Mindset
• Commercial Acumen
• Execution Excellence
• Influence & Stakeholder Management
• Data-Driven Decision Making
• People Leadership

Key Success Criteria (12–24 Months)

• Sustained double-digit branded and share growth
• High-impact seasonal and campaign execution
• Successful innovation launches with strong ROI
• Improved marketing ROI and execution discipline
• Strong cross-functional alignment and delivery
• High-performing, accountable team