The Brand & Innovation Manager is responsible for shaping, evolving, and protecting the company’s 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 company’s 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