Senior Manager, Brand Management, Stills, RO

Senior Manager, Brand Management – Romania 

Job Profile: Senior Manager – Marketing / Brand Management 
Location: Romania 
Reports To: Director, Marketing – Romania 
Direct Reports: Managers or Analysts (Brand / IMX / Activation as applicable) 
Function: Marketing 
Leadership Level: Senior Manager (JG11) 

Role Purpose 

The Senior Manager, Brand Management – Romania leads the day-to-day development and execution of brand plans for one of Romania’s key trademarks or brand clusters. Operating at JG11, this role translates global and OU strategies into Romanian consumer focused plans, delivering strong full funnel activation, innovation readiness, and inmarket excellence. 

The role plays a central part in strengthening brand equity, driving penetration, and ensuring flawless execution across IMX, creative, media, digital, experiential, and customer touchpoints. The Senior Manager partners closely with the Director Marketing, the Romania Marketing Leadership Team, bottler teams, Commercial, PACS, Insights, Finance, and Digital/Commerce to deliver integrated, insight driven brand work. 

The GM retains full P&L accountability. The Senior Manager manages brand level DME in alignment with the Director Marketing and within guardrails set by Senior Director Marketing and the GM. 

What You’ll Do For Us 

1. Brand Strategy & Annual Planning 

• Lead the detailed annual planning process for the assigned brand(s), turning global and OU strategies into locally relevant, insight-based brand plans. 

• Support strategy development through consumer insights, category analysis, cultural trends, and competitive understanding. 

• Define brand objectives, audiences, demand spaces, and activation priorities aligned with Romania portfolio strategy. 

• Contribute to the creation of equity building and penetration driving initiatives in line with Romania’s growth agenda. 

2. Full Funnel IMX & Creative Execution 

• Develop and execute brand communication and activation plans across IMX, media, creative, digital, experiential, and PR. 

• Adapt global toolkits into high-quality Romanian assets with strong cultural relevance. 

• Manage agency partners to ensure excellence in creative development, storytelling, and asset delivery. 

• Ensure campaigns work as an integrated full funnel system with consistent messaging and optimized effectiveness. 

3. Innovation Activation & Launch Excellence 

• Lead end-to-end activation of innovation launches for the assigned brand(s). 

• Ensure readiness across packaging, claims, communication, creative, media, and shopper activation. 

• Partner with cross functional teams (Insights, PACS, Technical, Supply Chain, Legal, Commercial) to ensure flawless inmarket delivery. 

• Conduct postlaunch reviews and integrate learnings into future innovation processes. 

4. Media, Digital & Connections 

• Partner with Media & Connections to implement media strategies that maximize reach, quality, and brand outcomes. 

• Support digital acceleration, content optimization, and precision marketing for the brand. 

• Ensure brand assets are deployed correctly and efficiently across channels. 

• Align with Commercial for shopper and retail media activations that reinforce full funnel impact. 

5. System & Cross Functional Collaboration 

• Serve as the day-to-day brand contact for bottler marketing teams, supporting aligned planning and consistent execution. 

• Work collaboratively with Finance, Insights, PACS, Digital/Commerce, RGM, and Commercial teams to ensure integrated brand delivery. 

• Provide timely updates, insights, and risks/opportunities to internal and bottler stakeholders. 

6. DME Management & Governance 

• Manage brand level DME in alignment with the Director Marketing and within the framework set by Senior Director Marketing; final accountability remains with the GM. 

• Ensure disciplined budget tracking, forecast accuracy, and clear ROI logic for all investments. 

• Support dynamic reallocation of spend based on performance and changing priorities. 

• Uphold compliance with legal, responsible marketing, claims, sustainability, and brand governance requirements. 

7. Brand Performance Tracking & Insights 

• Monitor brand performance across equity, penetration, frequency, NSR, GM, share, and media effectiveness. 

• Conduct post campaign analyses and integrate findings to improve future performance. 

• Identify risks, opportunities, and insights to support timely decision-making. 

• Contribute business performance routines with databased recommendations. 

8. People & Agency Leadership 

• Lead and coach junior team members (Managers/Analysts) to strengthen brand management and IMX capabilities. 

• Foster a culture of creativity, accountability, inclusion, and operational discipline. 

• Manage agency relationships across creative, media, and activation partners, ensuring high-quality output and performance. 

• Support talent development and contribute to building the Romania marketing capability roadmap. 

Qualifications & Experience 

• Bachelor’s degree required; master's preferred. 

• 6–10 years of brand management or marketing experience in FMCG/CPG. 

• Demonstrated success executing full funnel brand plans in local markets. 

• Strong understanding of brand strategy, IMX, creative development, media, digital, and innovation processes. 

• Experience working with bottlers or franchise partners is a plus. 

• Strong project management, communication, influencing, and stakeholder collaboration skills. 

• Fluent in English; Romanian preferred. 

What We Can Do For You 

• Opportunity to lead core brand building in a strategically important EU market. 

• Exposure to cross functional and system partners across bottler, Commercial, PACS, Insights, and OU teams. 

• A dynamic environment encouraging creativity, learning, and career growth. 

• Strong development pathway toward Director Marketing roles. 

Confidentiality Notice 

This job description outlines the general nature and responsibilities of the role. Duties may evolve based on business needs. All information is confidential and intended solely for internal hiring purposes within the Europe Operating Unit. 

Classified — Confidential