Brand Manager (FMCG/Beverage)

Location: Makati City

Work Set-up: Fully Onsite | Dayshift | Monday - Friday

Job Description:

The Brand Manager will be responsible for developing, executing, and managing brand strategies that drive sustainable business growth, strengthen brand equity, and increase market share. The role will oversee the brand’s overall performance, including marketing plans, portfolio strategy, consumer insights, product initiatives, trade activities, and financial performance.

Key Responsibilities:

Brand Strategy & Management

Develop and execute comprehensive brand strategies aligned with the company’s overall business objectives and growth plans.

Monitor brand health, awareness, equity, consumer perception, and overall market performance.

Marketing Planning & Campaign Execution

Develop and manage integrated marketing campaigns across relevant channels, including digital, social media, e-commerce, traditional media, activations, and in-store initiatives.

Work closely with creative, media, digital, and advertising agencies to develop effective campaigns and marketing assets.

Consumer & Market Insights

Conduct regular analysis of consumer behavior, market trends, category developments, and competitor activities.

Translate consumer and market insights into actionable brand strategies and marketing initiatives.

Product & Portfolio Management

Manage the brand/product portfolio throughout its lifecycle, from product development and launch to optimization or phase-out.

Work closely with Research & Development, Supply Chain, Quality, and other relevant teams to ensure successful product development and commercialization.

Brand P&L & Budget Management

Manage the brand’s P&L and monitor key financial indicators, including sales, gross margin, marketing expenses, and profitability.

Work closely with Finance to prepare forecasts, budgets, and business performance reviews.

Qualifications

• Bachelor’s degree in Marketing, Business Administration, Communications, Management, or a related field.
• 4–7 years of relevant experience in brand management, product management, marketing, or a similar commercial role within FMCG.
• Strong experience in developing and implementing brand strategies and integrated marketing campaigns.
• Experience managing product portfolios and/or new product launches.
• Strong understanding of FMCG consumers, retail channels, and market dynamics.
• Experience working closely with Sales and Trade Marketing teams is highly preferred.
• Experience in managing brand budgets and analyzing brand P&L is preferred.
• Strong analytical and strategic thinking skills, with the ability to translate data and insights into actionable strategies.
• Excellent project management, communication, presentation, and stakeholder management skills.