Brand & Innovation Manager

The Brand & Innovation Manager is responsible for shaping, evolving, and protecting the companys brand while driving creative marketing and product innovation within the food and snack category. The role requires a forward-thinking, culturally aware individual who understands consumer trends, builds emotional connection with the brand, and ensures the business remains relevant, aspirational, and in a cool place in the market. This role goes beyond digital marketing and focuses on brand clarity, creative insight, trend awareness, promotions, trade presence, internal branding, and contribution to product innovation. KEY RESPONSIBILITIES: Brand Strategy & Identity Develop and execute a clear brand strategy aligned to the companys long-term vision Define who the brand is, who it is for, and how it should be experienced by consumers Ensure consistency of brand identity across products, packaging, campaigns, and internal platforms Creative Marketing & Cultural Relevance Conceptualise and drive innovative marketing campaigns beyond traditional and digital channels Identify and pursue brand placement opportunities (e.g. celebrities, TV shows, events, lifestyle exposure) Ensure the brand feels current, desirable, and culturally relevant Manage and oversee promotions, activations, and campaigns Market Research & Trend Intelligence Research and analyse consumer behaviour, cultural shifts, and food/snack trends Track local and international market trends and translate insights into actionable ideas Provide insight-driven recommendations to leadership on brand and product direction Product Innovation Support Collaborate with product development and operations on new product ideas and enhancements Contribute creative input into flavours, formats, packaging, and positioning Support innovation decisions aligned to brand strategy and consumer demand Trade Shows & External Brand Presence Plan, attend, and manage trade shows, exhibitions, and industry events Ensure the brand presence is impactful, engaging, and aligned to brand positioning Oversee branded collateral and presentation standards Internal Branding & Employee Engagement Drive internal brand initiatives to ensure employees connect with and live the brand Develop internal campaigns and messaging that build pride and alignment Support leadership in embedding brand values into company culture SKILLS AND COMPETENCIES: Strong brand-thinking and creative problem-solving ability Deep understanding of consumer psychology and FMCG branding Ability to balance creativity with commercial objectives Excellent communication, storytelling, and presentation skills Research-driven with strong trend interpretation capability Confident contributor at leadership and strategy level Project and campaign management skills Passion for food and snack products QUALIFICATIONS AND EXPERIENCE: Degree or diploma in Marketing, Brand Management, Communications, or related field 510 years experience in marketing, branding, or innovation roles Experience in FMCG, food, or snack products is highly advantageous Proven involvement in brand development, promotions, and product-related initiatives Demonstrated ability to influence brand perception and growth KEY PERFORMANCE INDICATORS (KPIS) Brand awareness and recognition growth Brand consistency and clarity across all touchpoints Successful execution of creative campaigns and promotions Contribution to product innovation pipeline Trade show and activation impact Employee brand engagement and internal alignment Market insight and trend reporting quality ROI on marketing initiatives