The Brand & Innovation Manager is responsible for shaping, evolving, and protecting the company’s brand while driving creative marketing and product innovation within the food and snack category. The role requires a forward-thinking, culturally aware individual who understands consumer trends, builds emotional connection with the brand, and ensures the business remains relevant, aspirational, and “in a cool place” in the market.
This role goes beyond digital marketing and focuses on brand clarity, creative insight, trend awareness, promotions, trade presence, internal branding, and contribution to product innovation.
KEY RESPONSIBILITIES:
Brand Strategy & Identity
- Develop and execute a clear brand strategy aligned to the company’s long-term vision
- Define who the brand is, who it is for, and how it should be experienced by consumers
- Ensure consistency of brand identity across products, packaging, campaigns, and internal platforms
Creative Marketing & Cultural Relevance
- Conceptualise and drive innovative marketing campaigns beyond traditional and digital channels
- Identify and pursue brand placement opportunities (e.g. celebrities, TV shows, events, lifestyle exposure)
- Ensure the brand feels current, desirable, and culturally relevant
- Manage and oversee promotions, activations, and campaigns
Market Research & Trend Intelligence
- Research and analyse consumer behaviour, cultural shifts, and food/snack trends
- Track local and international market trends and translate insights into actionable ideas
- Provide insight-driven recommendations to leadership on brand and product direction
Product Innovation Support
- Collaborate with product development and operations on new product ideas and enhancements
- Contribute creative input into flavours, formats, packaging, and positioning
- Support innovation decisions aligned to brand strategy and consumer demand
Trade Shows & External Brand Presence
- Plan, attend, and manage trade shows, exhibitions, and industry events
- Ensure the brand presence is impactful, engaging, and aligned to brand positioning
- Oversee branded collateral and presentation standards
Internal Branding & Employee Engagement
- Drive internal brand initiatives to ensure employees connect with and live the brand
- Develop internal campaigns and messaging that build pride and alignment
- Support leadership in embedding brand values into company culture
SKILLS AND COMPETENCIES:
- Strong brand-thinking and creative problem-solving ability
- Deep understanding of consumer psychology and FMCG branding
- Ability to balance creativity with commercial objectives
- Excellent communication, storytelling, and presentation skills
- Research-driven with strong trend interpretation capability
- Confident contributor at leadership and strategy level
- Project and campaign management skills
- Passion for food and snack products