Brand Manager - Lays

Overview

The Brand Manager - Lays role involves collaborating with the Senior Marketing Manager to develop disruptive integrated marketing strategies focused on digital visibility and promotions. Key responsibilities include co-creating brand communication strategy, short-long term calendar planning, leading digital communication strategy & execution, overseeing brand in-store visibility, below-the-line marketing planning & execution, managing media planning & spending and coordinating brand plans with cross-departments.

Responsibilities

What you will be responsible for:

• Collaborate with the Senior Marketing Manager to develop disruptive and meaningful integrated marketing communication strategies with a strong focus on digital, promotion, and brand visibility across consumer touchpoints.
• Support the Brand Manager in developing short- and long-term marketing calendars covering advertising, promotion, and visibility initiatives across all channels.
• Develop and execute digital marketing strategies in collaboration with appointed digital and creative agencies to drive brand engagement and campaign effectiveness.
• Manage promotion and media spending in line with approved plans, ensuring effectiveness, efficiency, and compliance with internal governance processes.
• Collaborate with the Trade Marketing team to develop channel activation plans and POSM strategies that support integrated marketing initiatives and execution excellence.
• Lead digital campaign execution and support offline, in-store, below-the-line, and OOH marketing activities to ensure consistent brand communication and strong consumer engagement.
• Coordinate cross-functional stakeholders to ensure timely and effective execution of brand initiatives and campaigns.
  
  

Qualifications

What you will need to have:

Qualifications

• Bachelor’s degree in Marketing, Business Administration, Communications, or a related field.
• Minimum 3–5 years of experience in brand management, marketing, or integrated marketing communications, preferably within FMCG or consumer goods industry.
  
  

COMPETENCIES REQUIREMENT

• Strong strategic thinking capability with the ability to develop impactful and consumer-centric marketing strategies.
• Strong understanding of digital marketing channels, media platforms, and marketing tools.
• Strong analytical skills with the ability to interpret data and translate insights into actionable marketing plans.
• Strong project management skills with the ability to manage multiple priorities and meet deadlines in a fast-paced environment.
• Effective interpersonal and collaboration skills to work cross-functionally with brand, trade marketing, sales, and external agency partners.
• Strong communication, stakeholder management, and relationship-building skills.
• Proactive, agile, and execution-oriented mindset with strong attention to detail.