Job Description:
Job Purpose:
A brand custodian with responsibility and accountability for designing & executing the local brand strategy and marketing activities that are designed to achieve specific brand objectives, including NSV and penetration targets in alignment with the global framework.
The brand manager must have the experience, expertise and skill set to develop an optimum calendar in local market, while ensuring excellence in execution on ground.
Roles & Responsibilities:
Own & manage the Brand
- Analyze the category and the brand performance and identify whitespace opportunities to play in for accelerate growth.
- Set the brand’s short & long term strategy to deliver quality growth & growing penetration.
- Create & Develop local market brand marketing plan and activity calendar
- Manage budget and resources effectively to deliver marketing/activity calendar
- Connect with cross functional teams to support creation of an integrated business plan that ensures delivery of key initiatives in market
- Collaborate with SRM team to define whitespace price points by channel and recommend price increases as appropriate.
Develop & Plan Innovations
- Develop & manage a 3Y innovation pipeline that delivers on the brand vision & Strategy.
- Balance between Developing locally relevant innovation from local factories and launching global innovations that are relevant to the market
Deliver market relevant brand content
- Demonstrate strong creative judgment and storytelling skills to bring the brand purpose to life in a culturally relevant and emotionally resonant way.
- Collaborate closely with creative agencies, the content team and internal stakeholders to shape powerful campaign ideas and breakthrough executions across touchpoints.
- Champion bold, insight-led creativity while ensuring consistency with global brand guidelines and local consumer relevance.
- Support & work in collaboration with the media manager to set the local media strategy, including digital/social media, leading a continual effort to maximize reach and increase ROI on media spend
Manage & deliver projects & activities
Co-Leads with the activity management team a cross functional ATG team to collect all inputs required to deliver a 3-year-end activity plan including media plans, NPIs, BPI’s consumer promotions, and other national activities
Education & Professional Qualifications
Bachelor Degree in a relevant field, Master’s is a plus
Knowledge / Experience
• 5–6 years of experience in Brand Management, preferably within a Multinational Consumer Packaged Goods (CPG) company.
• Proven track record of owning and growing large-scale brands, with strong strategic, commercial, and analytical acumen.
• Hands-on experience developing and executing full-funnel marketing plans, including media, in-store, and digital activations.
• Strong experience working with cross-functional teams and working within complex matrix organizations.
• Demonstrated strength in creative development — from shaping insight-led briefs to delivering bold, distinctive campaigns in partnership with agencies.
• Experience working across innovation pipelines and product development cycles, ideally balancing both global and local innovation streams.
• Regional experience in the Middle East & Africa is a plus with key focus on GCC/Egypt
Skills Required
- Bachelor’s degree in a relevant field
- 5–6 years of experience in brand management
- Experience in a multinational consumer packaged goods company
- Proven track record owning and growing large-scale brands
- Strong strategic, commercial, and analytical skills
- Experience developing and executing full-funnel marketing plans, including media, in-store, and digital activations
- Experience working with cross-functional teams in complex matrix organizations
- Experience developing creative campaigns with agencies
- Experience managing innovation pipelines and product development cycles
- Regional experience in the Middle East and Africa, particularly GCC or Egypt
- Master’s degree
Mars Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about Mars and has not been reviewed or approved by Mars.
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Healthcare Strength — The benefits package is positioned as comprehensive, with broad medical coverage and additional protections like life insurance and short- and long-term disability. Mental health support is emphasized, including free mental health services and wellbeing programming under initiatives such as Mars Be Well.
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Parental & Family Support — Paid parental leave is highlighted as market-leading in the U.S., with an example of 18 weeks fully paid for both parents. Additional family-related leave types such as sick time for caregiving and bereavement leave are also described as part of the overall package.
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Retirement Support — Retirement offerings are described as strong, including 401(k) matching (with a 6% match cited) and pension plans in some cases. The broader package also references retirement savings options and contributions aligned to local market practice, supporting long-term financial security.
Mars Insights
What We Do
For more than a century, Mars, Incorporated has been driven by the belief that the world we want tomorrow starts with how we do business today. This idea is at the center of who we have always been as a global, family-owned business. Today, Mars is transforming, innovating and evolving in ways that affirm our commitment to making a positive impact on the world around us. Across our diverse and expanding portfolio of confectionery, food, and petcare products and services, we employ 133,000 dedicated Associates who are all moving in the same direction: forward. With $40 billion in annual sales, we produce some of the world’s best-loved brands including DOVE®, EXTRA®, M&M’s®, MILKY WAY®, SNICKERS®, TWIX®, ORBIT®, PEDIGREE®, ROYAL CANIN®, SKITTLES®, WHISKAS®, COCOAVIA®, and 5™; and take care of half of the world’s pets through our pet health services AniCura, Banfield Pet Hospitals™, BluePearl®, Linnaeus, Pet Partners™, and VCA™. We know we can only be truly successful if our partners and the communities in which we operate prosper as well. The Mars Five Principles – Quality, Responsibility, Mutuality, Efficiency and Freedom – inspire our Associates to take action every day to help create a world tomorrow in which the planet, its people and pets can thrive.
