Brand Manager - Tiger

Purpose of the Job

The Brand Manager is responsible for driving brand growth and equity through strategic planning, integrated marketing execution, innovation management, consumer activation, and disciplined budget stewardship. The role partners closely with Commercial, Trade Marketing, Sales, and external agencies to deliver impactful consumer experiences, achieve business objectives, and build strong, sustainable brands.

Key Accountabilities

Brand Strategy & Development

• Support the development and execution of the Commercial Plan for assigned brands by leveraging consumer insights, customer trends, and category performance data.
• Develop annual brand activity plans while ensuring sustainability and responsible consumption principles are integrated into all brand decisions and activities.

Planning & Execution

• In partnership with the Marketing Manager/Senior Brand Manager, plan, coordinate, and execute integrated marketing campaigns across ATL, BTL, digital, social media, and experiential channels.
• Ensure consistent brand messaging, effective media deployment, and strong execution to achieve brand objectives and maximize return on investment.

Innovation & Product Development

• Understand cascaded Innovation strategy and Innovation plan.
• Coordinate cross-functional activities related to product launches, portfolio enhancement, and commercialization to strengthen brand competitiveness and drive growth.

Consumer Promotion

• Collaborate closely with Trade Marketing and Sales teams to design and execute consumer promotions, activation programs, and campaigns that increase brand penetration, consumer engagement, sales volume, and Brand Power KPIs.
• Monitor performance and optimize initiatives based on market feedback and business results.

Personal Development

• Continuously develop personal competencies, marketing capabilities, and leadership behaviours while actively promoting inclusion, diversity, and collaborative ways of working.

Cost & Value

• Manage assigned brand budgets across ATL and BTL activities, ensuring effective allocation of resources, achievement of working and non-working spend targets, and identification of cost-saving opportunities.

Qualifications & Requirements

• 7 years or more of brand or marketing experience, with a proven track record of project management experience.
• Fluent English speaking and writing in daily work.
• Strong communication skills.
• Consistent resilience and confidence.
• Self-learning skills, a love of working with people, and a strong mindset of continuing to learn from others.
• A passion for building brands and a desire to build a personal profile through brand performance success.