Brand Manager, Bitesize & Adjacent
Mars (External) Open At a glance
Manager-level Brand Marketing role at Mars (External). ARE-Dubai-Dubai · full-time.
Pay not stated Brand Manager salary
growthroles summary, based on the employer's posting.
What you'll do
- Shape local brand strategy and activity plans around growth and penetration goals, within the global framework
- Review brand and category results to find growth openings, then set short- and long-term priorities
- Build the local marketing calendar, manage its budget and resources, and coordinate an integrated plan across teams
- Choose suitable global content and partner with content and media teams on locally relevant executions
- Assess chocolate innovation opportunities, validate concepts with consumers, build business cases, and guide ideas toward launch
What you bring
- A relevant bachelor's degree; a master's degree is an advantage
- Five to seven years in brand management, innovation, or both, ideally at a multinational consumer goods company
- Evidence of growing large brands and taking new products from opportunity identification through launch
Who this fits
This manager role suits someone with brand strategy and innovation experience, commercial and analytical judgment, and hands-on exposure to full-funnel marketing across media, in-store and digital. Experience in the Middle East and Africa, especially the GCC or Egypt, is a plus. The role is based in Dubai.
From the employer
Job Description:
Job Purpose
A brand custodian with responsibility and accountability for designing and executing the local brand strategy and marketing activities that deliver specific brand objectives, including NSV and penetration targets, in alignment with the global framework.
The brand manager must have the experience, expertise and skill set to develop an optimum calendar in local market, while ensuring excellence in execution on ground.
The role also leads innovation across the chocolate portfolio. The brand manager is the go-to person for identifying and valuing new opportunity spaces, building the business case, validating it with consumers and working with factories and co-manufacturers to take the right ideas from concept to launch.
Roles & Responsibilities
Own & manage the brand
- Analyze the category and brand performance and identify whitespace opportunities to accelerate growth.
- Set the brand's short and long term strategy to deliver quality growth and growing penetration.
- Manage budget and resources effectively to deliver marketing/activity calendar
- Connect with cross functional teams to support creation of an integrated business plan that ensures delivery of key initiatives in market
- Create and develop the local market brand marketing plan and activity calendar, and manage budget and resources to deliver it.
Deliver market relevant brand content
- Leverage the right global content when relevant & work with the content team & media team to find the most effective ways to support the brand
- Ensure content & executions are consistent with global brand guidelines and are locally relevant
Manage & deliver projects & activities
- Co-lead with the activity management team a cross functional ATG team to collect all inputs required to deliver a 3-year activity plan including media plans, NPIs, BPIs, consumer promotions and other national activities.
Lead innovation across the portfolio
- Identify and map opportunity spaces across chocolate brands and markets, using category, consumer and competitor data.
- Size and value each opportunity (size of prize, MAC, GM%, incrementality) and recommend which to pursue.
- Validate the right innovations with consumers through various market research methods
- Build the business case and present it at stage gates to secure resources and leadership alignment.
- Lead early conversations with factories and co-manufacturers on feasibility, capex, MOQ, and timelines.
- Develop and manage a 3Y innovation pipeline that balances locally developed innovation with global innovations relevant to the market, and hand validated projects over to brand teams for launch.
Education & Professional Qualifications
Bachelor's degree in a relevant field; Master's is a plus.
Knowledge / Experience
5–7 years in brand management and/or innovation, preferably in a multinational CPG company.
Track record of owning and growing large-scale brands; strong strategic, commercial and analytical acumen.
Has taken innovation from whitespace to shelf, ideally across more than one brand or category.
Hands-on with full-funnel marketing plans — media, in-store, digital; works well in complex matrix organizations.
Middle East & Africa experience a plus, with focus on GCC/Egypt.
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