Senior Global Brand Manager - Biscoff Equity

Lotus Bakeries jobslotusbakeries.com Open · verified Sep 19, 2026

Lembeke Senior Brand Marketing

Senior Brand Marketing role at Lotus Bakeries. Lembeke.

Role brief

Growth Roles summary, based on the employer's posting.

What you'll do

Own the global Biscoff identity strategy across visuals, toolkits, digital channels and consumer interactions
Direct packaging design to create strong shelf impact and consistent brand presentation worldwide
Set the global in-store and e-commerce approach, giving local teams tools and ideas to improve activation
Support worldwide campaigns that increase awareness and sharpen Biscoff’s distinctiveness
Coach junior colleagues and connect local markets to exchange practices and strengthen execution

What you bring

A strong academic background and a master’s degree in economics or commercial engineering
Eight to ten years leading global brands in FMCG or premium consumer businesses
A record of building and expanding a recognizable global brand identity, including packaging expertise
Experience coordinating connected brand activity across multiple consumer touchpoints
Collaborative, entrepreneurial leadership across functions and regions, with fluent English

Who this fits

You’ll suit a senior brand leader who can set global identity direction, strengthen creative standards and work effectively with local markets. The role is based in Lembeke, Belgium, and requires fluency in English. You’ll also mentor junior colleagues and help build a marketing community across markets.

From the employer

As our Senior Global Brand Manager – Biscoff Equity, you ensure that the Biscoff brand equity strategy effectively supports the Biscoff Growth Model and reinforces our ambition to become the #3 global cookie brand.

You’ll own the strategic development of the global Biscoff brand identity, ensuring it drives recognition, distinctiveness and consistency worldwide. You’ll focus on topics such as visual identity, brand toolkits, consumer touchpoints, digital presence and competition analysis.
Providing leadership and oversight for all packaging design, where you ensure strong visual impact and brand consistency.
Creating a distinctive, high-impact in-store and e-commerce brand presence, you define the global vision for how Biscoff wins at the point of purchase. This includes trade toolkits, inspiration for local markets and a structured test-and-learn culture to optimize retail and activation impact.
You’ll shape how the Biscoff brand comes to life by supporting the development of global campaigns that build brand awareness and distinctiveness.
Leading, mentoring and coaching junior colleagues, fostering a culture of creativity, ownership and innovation, you’ll build and nurture a marketing community with local markets to enable efficient sharing of best practices and driving stronger activation and implementation globally.

To be able to achieve the above and be successful in this role we believe you need to have:

A strong academic background, including a Master’s degree in economics or (commercial) engineering.
8-10 years of experience in global brand leadership roles withing FMCG or premium consumer brands.
A strong track record in building and scaling distinctive global brand identity.
Valid experience in packaging design and a demonstrated ability to lead integrated brand ecosystems across multiple touchpoints.
A strong leadership presence with the ability to inspire and elevate creative standards, combined with visionary brand thinking.
A highly collaborative mindset, capable of working across functions and regions.
An entrepreneurial attitude with a focus on continuous improvement.
Fluency in English