Brand Manager - Flora - Upfield

Brand Manager - Flora

About the Role! 

As a Brand Manager at Upfield you will be the driving force behind delighting our consumers with our natural healthy plant based products and ensuring that everyone is talking about them!  

Working with the Marketing director for your market or global brand you will have your finger on the pulse of the consumer. You read what they read and where they read it, eat what they eat. You are grounded in their world and reality and are excited to bring products and brand experiences to their world using all media channels with an emphasis on digital that are relevant, timely and engaging. 

Operational excellence comes easily to you – you are just as comfortable with the latest sales by SKU as you are with a discussion on the creative idea behind our brands. You love numbers and know and understand the patterns in data to bring insight to the table. In fact you are completely absorbed with analysing all data points and instigate an insurgent approach to consumer tests to find the sweet spot, to make our brands fly. 

We are data driven and provide state of the art tools to equip you e.g. Salesforce and Marketing Cloud, to win. 

You are experienced in working in an international environment and have a good balance of global strategy and driving local initiatives. Collaboration to bring the very best result is in your nature – it’s about getting the win for Upfield and our Consumer. 

Positivity is in your DNA – high/focused energy drives you and ignites those around you to do great things. Let’s face it, you’re a bit of a magnet for talent… 

Main Responsibilities:  

You will Own the performance for your brand – accountable for the P&L and for translating ideas into action. you will own every element of your brand from the equity, strategy, performance and profitability. You will deliver game changing brand strategy that brings the consumer into our brands and delivers loyalty and commitment to achieve business goals. You will be leading and loving landing brilliant execution in digital, PR and in-store – drive our brand awareness via owned and earned channels, working to create and run successful influencer events. In addition, you will be digging into the data and uncover the insight jewels. You will be working across all functions to build best tasting products that tell a story the consumer and customer cannot ignore with winning financials. You will be working to raise brand awareness/maintain image and ensure best in class across your market/Brand(s) with integrated sales & marketing plans, tools and creative assets.  You will be ensuring sustainable growth of the business and optimal brands’ equity. You will be working with Sales as one team – listening and learning continuously to improve our mix and impact in market. 

Additional responsibilities to include: 

You will fully own the brand P&L and manage performance across all channels. You will be building a fit-for-purpose team with necessary skillsets; creative briefs and manage internal stakeholders (Hot House) agencies as required. You will be working as part of an in-house team to execute develop media strategy: define objectives, develop test ideas, budget and channel allocation, detailed channel execution, and evaluate performance of tests. You will be supporting Marketing Director to establish Upfield’s ‘test and learn’ approach to decision making in market. You will be developing creative concepts and ‘big ideas’; working with creative production teams, planning and designing creative assets used for tests and campaigns; building on test learnings to improve ideas before scaling. You will be building and managing brand innovation / renovation roadmap; developing business cases. You will be developing and managing innovation / renovation to market with R&D. You will be tracking and reporting P&L, S&OP, and media performance against target customer segments; identifying tests and campaigns to drive brand and category objectives. You will be tracking brand’s P&L performance. You will be assessing media performance, extracting learnings from tests to deliver highest impact campaigns. You will be informing on factors that impact product availability and marketing effectiveness: stock, cost, category perception etc. with local data access; making decisions to adjust as needed. You will be owning in-market execution and activation of the brand. You will be communicating the brand to consumers across channels . You will be doing ATL (traditional and digital)  & In-store (activation – promo, pricing to the specific events brand is activated against).

Key skills / behaviours 

You have a proven track record in delivering brand growth and managing a holistic brand P&L: strategic outlook to define brand targets, sales mix, margin levers and contribution . You have a deep consumer focus, taking an audience led approach, translating insights into marketing and activation activity. You have a strong creative eye with the ability to articulate briefs and provide feedback with impact. You can work in an agile, test and learn, iterative manner as part of cross functional rapid response teams. You are a driver of collaboration, can lead a cross-functional team internally, delegate effectively and influence across levels to make things happen. You are a creative problem solver who can find solutions for business challenges and ensure internal barriers do not get in the way of external success. You regularly challenge your own assumptions and those of your team to improve our work. You thrive on ‘making things happen’ and seeing ideas through to action. You have hands-on experience in bringing your brand to life with consumers to drive demand through digital media channels (paid search, social, programmatic) and analog, with audience targeting approaches and using wide range of insights to continually refine the strategy 

About you! 

Minimum Requirements: 

You have proven experience of Digital Marketing / Media experience with a real digital Native Mindset. You have FMCG brand experience and capability with a track record of nurturing and growing brands. You have experience of doing things with a progressive, original approach – you are unique after all. You have 360 Marketing communications experience & you fully understand the commercial journey and possess strong financial acumen

How to apply!

Please apply below, or if you have additional questions just send me a WhatsApp message using +31 615697958.

We understand your resume might not be up to date, apply with what you have or your LinkedIn Profile. Upfield is dedicated to build an inclusive and diverse workplace, we understand that you might not hit all the requirements which are stated in the description, we really encourage you to apply anyways. You might just be the right candidate for this role or other roles.  

We would like to receive your application before November 30st, the first stage of the process will be an Personal Assessment and a Video interview with myself. 

Milou van Regteren, Talent Acquisition Specialist

If you want to make an impact where it matters apply now!


Upfield is an employer who is committed to diversity and inclusion in the workplace and equal opportunities for all. We recruit based only on values, qualifications, performance, skills, behaviours, experience and knowledge. We ensure job adverts are free from unintentional bias.

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