Key Responsibilities

Brand Development and Brand Building

Assist with the development of long-term brand strategies grounded in consumer insight, market trends, and business priorities.
Translate category and brand strategy into clear annual and multi-year brand plans.
Define and maintain a compelling brand positioning, ensuring consistency across all touchpoints.
Drive integrated brand growth initiatives aligned to brand vision.
Champion consumer-centric thinking by embedding deep understanding of consumer behavior, needs, and motivations.

Financial and Business Performance

Delivery of key financial metrics including volume, net sales value, market share, etc.
Manage and optimize A&P budgets with strong financial discipline and ROI focus.
Monitor competitive activity and market dynamics to maintain strong market positioning.

Communications Development and Campaign Management

Development and execution of integrated marketing campaigns across ATL, BTL and digital channels.
Develop clear and inspiring creative briefs aligned to brand strategy.
Manage agency partners to ensure high-quality, on-time and on-brief delivery of campaigns.
Ensure all communications are consistent with brand identity and drive measurable business outcomes.
Track campaign effectiveness and optimize performance based on data and insights.

Media

Lead development and execution of media strategies across TV, radio, digital, OOH and emerging channels.
Allocate media budgets effectively to maximize reach, frequency and ROI.
Drive media efficiency through performance tracking (e.g., CPRP, CPM, digital metrics).
Identify strategic media partnerships, sponsorships and value-add opportunities.
Ensure optimal media mix tailored to target audience
Develop and implement social media strategies, including content planning, influencer partnerships and consumer engagement to strengthen brand presence.

Activation Execution

Planning and execution of consumer-facing activities to drive trial,engagement and loyalty.
Oversee implementation of BTL activities including market activations, in-store promotions and experiential events.
Ensure high-quality execution and compliance with brand standards across all activations.
Collaborate with Sales and Trade Marketing to deliver impactful trade promotions.
Evaluate activation effectiveness and continuously improve execution based on learnings.

Innovation and Renovation Management

Lead end-to-end innovation pipeline from idea generation to post-launch evaluation.
Identify new product opportunities based on consumer insights, trends, and business needs.
Manage cross-functional teams to deliver projects through stage-gate processes on time and in full.
Drive successful launch and commercialization of new products and renovations.
Monitor post-launch performance and optimize product strategies accordingly.

Brand Health and Equity Management

Track and improve key brand health metrics such as awareness, consideration, usage, and loyalty (e.g., TOMA, MOUB).
Assist with brand health studies and ensure insights translate into actionable growth initiatives.
Strengthen brand equity through consistent delivery of meaningful and differentiated consumer experiences.
Monitor consumer perception and ensure alignment with brand positioning and strategy.

Team Development and Capability Building

Lead, coach and develop direct reports and broader team members to build strong marketing capability.
Set clear performance objectives and conduct regular performance reviews
Identify capability gaps and implement targeted development plans.
Foster a high-performance culture driven by accountability, collaboration and continuous learning.
Act as a role model for cross-functional collaboration and leadership

Key Requirements

Bachelor’s Degree in Marketing, Business Administration or related field (MBA is an advantage).
Minimum of 7 years of experience in brand management, preferably within FMCG.
Hands-on experience managing end-to-end innovation processes (stage-gate) from concept development through feasibility, launch and post-launch evaluation.
Proven ability to work with cross-functional teams (R&D, Supply Chain, Sales, Finance) to deliver innovation projects on time and in full.
Strong analytical, financial, and project management skills.
Strong communication, negotiation, and stakeholder management skills
Strong understanding of digital and social media ecosystems, with experience leveraging culturally relevant content, influencers, etc to drive brand penetration and engagement.

Salary: GHC8,000 to GHC10,000

Location: Accra

Brand Manager

HAPPY Program