Brand Manager - FMCG

Brand Manager - FMCG Function: Marketing - Brand Management Location: Lagos, Nigeria Reports To: Head of Marketing / Category Head Role Classification: Critical Role - Expatriate Package ROLE PURPOSE: The Brand Manager will be responsible for developing, executing, and scaling brand strategy for one or more categories within a leading FMCG portfolio in Nigeria. This is a business-critical role requiring a commercially astute marketer who can translate consumer insight into share-gaining brand plans, drive profitable volume growth, and build strong brand equity in a fast-moving, high-growth African market. KEY RESPONSIBILITIES & DUTIES: Brand Strategy & Planning: - Develop annual brand plans aligned to category and business unit growth objectives, including positioning, target consumer definition, and portfolio architecture. - Own the brand P&L, tracking volume, value share, margin, and A&P spend efficiency against plan. - Translate consumer and shopper insights into actionable brand strategies and innovation pipelines. - Lead brand positioning, identity, and communication strategy in partnership with creative and media agencies. Marketing Mix & Campaign Execution: - Plan and execute integrated marketing campaigns across ATL, BTL, digital, trade, and experiential channels within budget and timelines. - Manage end-to-end new product development and product renovation projects, from concept to launch. - Oversee packaging design, claims, and regulatory compliance in coordination with R&D, legal, and regulatory teams. - Drive pricing strategy and promotional calendars in collaboration with Sales and Revenue Management. Consumer & Market Insight: - Commission and interpret market research, including brand tracking, U&A studies, and concept/product testing, to guide decision-making. - Monitor competitor activity, category trends, and macro-economic factors affecting consumer demand in Nigeria and the wider West Africa region. - Build a deep understanding of the Nigerian consumer and channel landscape, including modern trade, general trade, and informal retail. Cross-Functional Leadership & Stakeholder Management: - Act as the key liaison between Marketing, Sales, Supply Chain, Finance, and R&D to ensure brand plans are executed effectively in-market. - Partner with Sales leadership on go-to-market plans, trade marketing programs, and distributor engagement. - Manage relationships with external agencies, including creative, media, research, and PR agencies, to ensure quality output and value for spend. - Present brand performance, plans, and recommendations to senior leadership and the CEO's office as required. Budget & Commercial Ownership: - Manage the brand's A&P budget, ensuring disciplined allocation and ROI measurement across all marketing investments. - Support forecasting and demand planning in collaboration with Supply Chain to optimize working capital and service levels. - Identify and evaluate new growth opportunities, including line extensions, adjacent categories, and channel expansion. Team & Talent: - Mentor and develop junior Brand Managers / Assistant Brand Managers within the team. - Champion the organization's culture, values, and ways of working across the marketing function. CANDIDATE PROFILE: - Bachelor's degree required; MBA from a reputed institution strongly preferred. - 6 - 10 years of progressive FMCG brand management experience, with a track record of owning P&L and delivering share and volume growth. - Experience across both developed and emerging markets is an advantage; prior Africa or other frontier-market exposure is a strong plus. - Demonstrated ability to lead cross-functional teams and manage senior stakeholders in a matrix.