Senior Manager, Brand Management

Role Purpose 

The Senior Manager, Brand Management plays a critical role in delivering high-quality brand execution for the German market and will lead one of our iconic brands. As part of a fast paced frontline marketing team, this role focuses on local activation, adaptation of centrally developed plans, and end-to-end delivery of brand initiatives across channels and consumer occasions. 

The role requires a resourceful, analytical, and hands on marketer who can turn strategies into impactful execution, navigate constraints, and collaborate effectively with the German local network (Insights, IMX, Commercial, RGM, Shopper, Franchise & bottler partners). This position demands strong project leadership, creative judgement, and commercial understanding to ensure brand plans are executed with excellence. 

This role is ideal for a marketer who can bring together consumer insight, activation discipline, and cross functional leadership to drive business results and brand relevance. 

What You’ll Do for Us 

Brand Execution & Market Activation 

• Assess local consumer opportunities using research, insight, and in market performance data. 

• Develop and execute activation plans across paid, owned, and earned channels. 

• Implement brand activities including advertising, digital content, experiential events, sampling, shopper activation, and customer specific programs. 

• Ensure all brand touchpoints are consistent with brand identity, positioning, and communication principles. 

Operational Brand Management 

• Localize and activate global and OU assets; adapt materials for German needs while ensuring brand governance and compliance. 

• Lead end-to-end execution cycles, managing timelines, approvals, budgets, and delivery of assets. 

• Partner with cross functional teams to ensure full alignment and integration of brand plans within the local operating ecosystem. 

Cross Functional Collaboration 

• Work closely with Commercial, RGM, Insights, Shopper, Finance, Legal, and bottler partners to deliver cohesive execution across customers and channels. 

• Provide clear briefs and direction to agencies (creative, digital, experiential) to ensure high quality output. 

• Collaborate with IMX and Media teams to drive effective amplification and integrated communications. 

Insights, Analysis & Performance 

• Monitor brand performance across KPIs including NR, GP, brand health, distribution, penetration, and campaign effectiveness. 

• Use insights to identify opportunities, refine ongoing activity, and guide future planning. 

• Lead post campaign and postlaunch evaluations to build learning loops and strengthen future execution. 

Leadership & Ways of Working 

• Operate with autonomy, delivering complex workstreams and making executional decisions within established frameworks. 

• Role model agility, creativity, discipline, and structured problem solving in a resource constrained environment. 

• Provide informal coaching and direction to junior project contributors or cross functional partners. 

• Uphold operational excellence, attention to detail, and accountability across all brand activities. 

Qualifications & Requirements 

• Bachelor’s degree required. 

• 6–8 years of experience in brand management or marketing activation (end-to-end project delivery). 

• German language required 

• Strong understanding of consumer insights, brand development, and multi‑channel activation. 

• Ability to interpret data, research, and insights to inform execution choices. 

• Strong collaboration skills with Commercial, RGM, IMX, Shopper, Finance, and bottler teams. 

• Excellent project management capabilities and ability to manage multiple workstreams simultaneously. 

• Excellent communication, influencing, and stakeholder management skills. 

• Experience working in fast pace, matrixed environments with multiple stakeholders. 

• Self-starter with entrepreneurial mindset and strong problem-solving abilities. 

• Experience working across cross functional and cross geographical teams preferred. 

What We Can Do for You 

• Opportunity to shape and execute meaningful brand experiences in a major market. 

• Exposure to key stakeholders across the local business and bottler system. 

• Ability to experiment, iterate, and deliver impact in a learning driven, agile environment. 

• Development opportunities across the European network through brand, IMX, and commercial collaboration. 

Travel Requirements 

Local role, very limited travel is required