MEA Brand Manager

Job Description:

Job Purpose:

A brand custodian with responsibility and accountability for designing & executing the local brand strategy and marketing activities that are designed to achieve 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.

Roles & Responsibilities:

Own & manage the Brand

• Analyze the category and the brand performance and identify whitespace opportunities to play in for accelerate growth.
• Set the brand’s short & long term strategy to deliver quality growth & growing penetration.
• Create & Develop local market brand marketing plan and activity calendar
• 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 Twix initiatives in market
• Collaborate with SRM team to define whitespace price points by channel and recommend price increases as appropriate.

Develop & Plan Innovations

• Develop & manage a 3Y innovation pipeline that delivers on the brand vision & Strategy.
• Balance between Developing locally relevant innovation from local factories and launching global innovations that are relevant to the market

Deliver market relevant brand content

• Demonstrate strong creative judgment and storytelling skills to bring the brand purpose to life in a culturally relevant and emotionally resonant way.
• Collaborate closely with creative agencies, the content team and internal stakeholders to shape powerful campaign ideas and breakthrough executions across touchpoints.
• Champion bold, insight-led creativity while ensuring consistency with global brand guidelines and local consumer relevance.
• Support & work in collaboration with the media manager to set the local media strategy for Twix, including digital/social media, leading a continual effort to maximize reach and increase ROI on media spend

Manage & deliver projects & activities

Co-Leads with the activity management team a cross functional ATG team to collect all inputs required to deliver a 3-year-end activity plan including media plans, NPIs, BPI’s consumer promotions, and other national activities

Education & Professional Qualifications

Bachelor Degree in a relevant field, Master’s is a plus

Knowledge / Experience

• 5–6 years of experience in Brand Management, preferably within a Multinational Consumer Packaged Goods (CPG) company.
• Proven track record of owning and growing large-scale brands, with strong strategic, commercial, and analytical acumen.
• Hands-on experience developing and executing full-funnel marketing plans, including media, in-store, and digital activations.
• Strong experience working with cross-functional teams and working within complex matrix organizations.
• Demonstrated strength in creative development — from shaping insight-led briefs to delivering bold, distinctive campaigns in partnership with agencies.
• Experience working across innovation pipelines and product development cycles, ideally balancing both global and local innovation streams.
• Regional experience in the Middle East & Africa is a plus with key focus on GCC/Egypt