Senior Brand Manager - Regional Brands

Job Purpose

We are looking for a Senior Brand Manager – Regional Brands to lead the development of the regional jewels Picon, Regal Picon, and Les Enfants across the NM&E cluster. This role will be responsible for accelerating category growth, strengthening brand equity and superiority, and driving relevant innovation while reinforcing the core fundamentals of each brand.

This role requires a strategic and consumer-centric marketer with the ability to manage a portfolio of regional brands across diverse markets and consumer contexts. The Senior Brand Manager will be expected to translate business ambition into clear brand priorities, influence cross-functional and cross-market stakeholders, and ensure strong execution across the cluster.

With regular travel across the region, this position will stay closely connected to consumers, customers, and market dynamics to identify opportunities for growth and build stronger, more relevant brands. The successful candidate will combine strategic objectivity, strong brand-building expertise, and a deep understanding of category and consumer drivers.

Brand Strategy & Business Leadership

• Lead the development and deployment of the brands’ multi-year strategy for Picon, Regal Picon, and Les Enfants across the NM&E cluster, in line with business priorities and long-term brand ambition with the objective of delivering sustainable growth.
• Identify key growth opportunities across the portfolio and translate them into actionable initiatives by market.
• Ensure each brand remains relevant, distinctive, of added value and competitive through strong strategic choices and disciplined execution.

Category Development

• Play a leading role in building the category across the cluster by identifying white spaces, unmet needs, and new consumption opportunities.
• Partner with local teams (Sales, Trade Marketing and Strategy / planning) to adapt category-building strategies to local realities while maintaining overall strategic coherence across the cluster.

Brand Equity & Superiority

• Strengthen the long-term equity of Picon, Regal Picon, and Les Enfants by defining clear positioning, communication priorities, and execution standards.
• Drive each brand’s superiority and positioning by identifying and amplifying meaningful advantages across product, communication, activation, and consumer experience.

Consumer-Centric Insight Leadership

• Champion a strong consumer-centric mindset, ensuring all major decisions are grounded in robust consumer, shopper, and market insights.

Innovation & Portfolio Leadership

• Support the development and launch of innovations and renovations that are relevant, scalable, and aligned with brand priorities.
• Partner with cross-functional teams to ensure successful go-to-market execution for new product launches.
• Help shape innovation pipelines by identifying unmet consumer needs and whitespace opportunities.

Cross-Functional & Stakeholder Leadership

• Act as a key brand leader across the cluster, aligning and influencing stakeholders across sales, trade marketing, insights, finance, supply chain, and local market teams along with regional collaboration.
• Provide clear leadership and direction to agency partners and project teams.

Performance & Resource Management

• Monitor brand performance, campaign effectiveness, innovation delivery, and return on marketing investment through relevant KPIs.
• Manage annual A&P with rigor, ensuring resources are allocated effectively against strategic priorities.

Experience

• Bachelor’s degree in Marketing, Business Administration, or a related field; Master’s degree is a plus.
• 7–10 years of experience in brand management preferably within FMCG.
• Proven success in managing regional or multi-market brands across diverse geographies.
• Strong track record in driving brand growth, equity-building initiatives, and innovation.
• Experience in dairy, food, or consumer goods categories is highly desirable.
• Prior exposure to multicultural environments and cluster organizations is a strong advantage.

Skills & Competencies

• Strong strategic marketing and brand-building capabilities.
• Ability to translate consumer insights, market understanding, and business data into clear strategic actions.
• High level of autonomy, ownership, and ability to lead cross-functional initiatives independently.
• Strong ability and track record to manage direct reports.
• Strong commercial acumen and understanding of category and performance drivers.
• Proven ability to influence senior stakeholders and lead cross-functional collaboration across markets.
• Excellent analytical, problem-solving, and decision-making skills.
• Strong project leadership and execution capabilities.
• High agility, ownership, and resilience in dynamic environments.
• Excellent communication and presentation skills.

Other Requirements

• Willingness and ability to travel frequently across the NM&E cluster.
• Fluency in English is required; Arabic and/or French would be a plus.