Brand Manager at Glacier Products Limited

Glacier Products Limited

  • Kenya
  • Permanent
  • Full-time
  • 2 months ago
From a small beginning in 1979, Glacier Products Ltd has expanded to become the market leader in the ice cream industry in East African region. The company’s headquarters are based on Road A off Enterprise road in Nairobi’s Industrial area in ultra-modern premises that house its head offices, production and storage facilities.Brand ManagerJob PurposeResponsible for driving brand growth, market share, and profitability within the fast-moving consumer goods (FMCG) sector. This role leads strategic planning, marketing execution, innovation, and brand communication while collaborating closely with cross-functional teams. Acts as the brand custodian, ensuring consistent consumer experience and commercial impact across all channels.DimensionsBrand Strategy & Planning
  • Develop and execute annual brand strategies focused on penetration, distribution, volume, and equity growth.
  • Lead brand performance reviews, competitor analysis, and category insights to identify opportunities and risks.
  • Define brand positioning, value propositions, and communication frameworks.
  • Set yearly brand KPIs and manage robust execution plans.
Consumer, Shopper & Market Insights
  • Lead interpretation of consumer research, brand health trackers, usage & attitude studies, and product tests.
  • Analyze market data and internal sales trends to guide strategic decisions.
  • Identify shopper behaviors and identify brand channel opportunities
Marketing Campaign Development
  • Lead the development and execution of fully integrated 360° campaigns (ATL, digital, social, influencer, BTL, trade).
  • Manage creative, media, digital, and activation agencies, providing strong briefs and clear KPIs.
  • Oversee media planning (G, reach, frequency) and ensure campaigns deliver strong ROI and brand lift.
  • Evaluate campaign performance using consumer, sales, and digital metrics.
Innovation, Product & Packaging Management
  • Coordinate end-to-end brand innovation projects: Product development, testing, feasibility, and go-to-market.
  • Manage product renovation projects: Packaging design, artwork approvals & product formulation improvements/changes
  • Partner with R&D, Supply Chain, QA, and Procurement to ensure successful product launches.
  • Monitor SKU performance and recommend changes to pack sizes, pricing, or variants.
Commercial & Trade Execution
  • Collaborate with Sales and Trade Marketing to develop strong in-store activation plans.
  • Support promotional planning, pricing strategies, and channel-specific initiatives for MT, GT, and e-commerce.
  • Monitor trade execution performance and ensure brand visibility standards are met.
Budget Management
  • Own and manage the brand's marketing budget, ensuring efficient use of A&P (Advertising & Promotion) spend.
  • Track monthly budget performance and ensure accurate reconciliation and reporting.
  • Manage vendor contracts and ensure compliance with procurement processes.
Cross-Functional Leadership
  • Work closely with Sales, Supply Chain, Finance, Category, R&D, and external agencies.
  • Provide brand training and alignment sessions to internal stakeholders.
  • Lead cross-functional meetings to ensure timely progress on brand and innovation projects.
Key Competencies
  • Proven ability to manage 360° campaigns and innovation projects.
  • Strong financial acumen: ability to interpret P&L, margins, pricing, and promo performance.
  • Excellent communication, leadership, and stakeholder management skills.
  • Strong analytical skills and experience with FMCG data tools (Nielsen, Kantar, Power BI, etc.)
Academic / Professional Background
  • Bachelor's degree in marketing, Business, Commerce, or related field; MBA is an added advantage.
Work experience
  • 4-7 years' experience in FMCG brand management, marketing, or related commercial roles
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