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Senior Brand Manager

Senior Brand Manager

  • Sector:

  • Job type:


  • Contact:

    Bernie Keogh

  • Salary high:


  • Salary low:


  • Job ref:


  • Published:

    almost 10 years ago

  • Expiry date:


  • Liquid error: internal

Role Profile




Role Context


Need to Do


Need to Know/Have

Need to Be


·         Danone Baby Nutrition Ireland is a marketing driven company with a portfolio of both international brand leaders and local brands.  This role is for a Core category within the Danone portfolio (2 brands).  Reponsible for a marketing budget of €1.7m.


Purpose of Role:

·         Reporting to the Marketing Director, this  role is responsible for driving growth in sales and Economic Profit of their brand. 

·         Accountable for achieving this by developing strategies for growth, based on in-depth consumer insights and championing the implementation of this strategy throughout the company.


Senior Brand Managers’ key responsibilities include:

·         delivery against sales, profit and expenditure targets

·         development of brand vision and strategic                                    direction via the 5 year strategic planning process

·         developing annual brand plans

·         development of consumer communication, above and below the line

·         managing international relationships within the DANONE Group

·         briefing, approving and coordinating marketing activity (advertising including Digital and consumer connections, promotions, sponsorships, PR, NPD)

·         Ability to work transversally on projects

Key accountabilities:

·         Develop and implement Brand Strategy.

·         Determine ATL and BTL resources to fulfill planned objectives .

·         Liaise with internal international contacts ensuring key decision points/communications criteria are met.

·         Determine brand budget spend across segments to deliver an agreed strategy/objectives

·         Determine and implement brand/pack formats  according to consumer tastes and in line with brand strategy and consumer segment strategies.

·         Evaluate brand performance against agreed measures/goals.

·         Manage brand life cycle

·         Line Management of 2 direct reports



·         Educated to degree level



Skills & Experience:

-          5-6 years experience in an FMCG company, managing a significant brand and a team of people

-          Previous experience in ATL communication essential

-          How to develop and set strategies

-          How to network effectively with all functions:

-          Sales

-          R&D (International)

-          Logistics

-          Skilled in full marketing mix – can demonstrate excellence in marketing

-          Marketing Operations

-          How to interpret and action Market Research

-          Strong consumer communications skills

-          FMCG experience “Blue Chip”

-          Ability to manage relationship with external agencies.

-          People Management experience essential

Personal Characteristics:


·         Good strategic thinker

·         Effective influencer

·         Energetic and enthusiastic

·         Analytical/Problem Solving skills

·         Negotiation / Influencing skills

·         Strong personal impact

·         Clear communicator

-          Verbal

-          Written

-          Presentations

·         Strong interpersonal skills

·         Team player

·         Commercially aware

·         Good time manager