Brand Commercial Manager

Brand Commercial Manager

The Brand Commercial Manager will be responsible for leading the strategic direction, brand positioning, and market execution of their assigned portfolio across all distribution territories. This role combines brand stewardship with commercial acumen, requiring strong collaboration with sales teams, trade partners, and cross-functional units. The successful candidate will play a critical role in driving brand performance, developing go-to-market strategies, executing impactful campaigns, and supporting the achievement of volume and revenue targets.

Key Responsibilities

• Lead the development and execution of annual brand plans to achieve company objectives.

• Define brand positioning, pricing, and promotional strategies for each category within targeted territories.

• Drive innovation and renovation initiatives by identifying market gaps and consumer opportunities, working closely with local and brand principals.

• Ensure consistent brand messaging across all channels.

• Analyze sales data and market trends to develop tailored strategies and adjustments for each territory to achieve volume, share, and profitability targets.

• Collaborate with field sales, trade marketing, and promotion teams to identify growth opportunities and design targeted promotions and programs to support in-market execution.

• Monitor regional performance metrics and adjust plans as needed to optimize ROI and market impact.

• Conduct frequent trade visits across key markets to build relationships with retailers, gather field intelligence, and monitor in-store execution.

• Collaborate with the sales team to support trade presentations, negotiate trade activities, and ensure high-quality execution of brand standards at the point of sale.

• Support the design and rollout of trade marketing materials and merchandising solutions that enhance brand visibility and shopper conversion.

• Work closely with the Sales, Supply Chain, Finance, and Trade Marketing teams to ensure alignment in forecasting, inventory planning, and market execution.

• Serve as the brand champion internally, ensuring that commercial teams understand and activate brand priorities effectively.

• Lead the development of integrated marketing campaigns across multiple platforms, leveraging consumer insights and category trends.

• Manage external agencies (creative, media, research) to deliver campaigns on time and within budget.

• Continuously assess consumer behavior, market feedback, and competitor activity to inform brand strategies.

• Manage the marketing budget for brands, ensuring efficient allocation of resources and cost-effective campaign execution.

• Track and report on key performance indicators (KPIs) related to brand health, sales performance, and campaign impact.