Senior Brand Manager

*In-office 3x a week in lower manhattan

*Please review salary before applying

The Senior Brand Manager Pick & Mix is the U.S. Brand Marketing lead for our brand, responsible for category creation and market development, using our brand and concept as the foundation for growth in the U.S. The role translates global strategy into local execution across media, PR, digital marketing, activations, events, category education, and product launches.

Working closely with Commercial and Trade Marketing, the role drives awareness, trial, and category adoption while helping establish Pick & Mix as a major confectionery destination in the U.S. The position will also support activation of the NYC flagship store and play a key role in shaping our long-term U.S. growth agenda. Initially, this is a highly entrepreneurial individual contributor role with agency leadership responsibilities and the opportunity to be part of building U.S. marketing capabilities as the business scales.

Role Purpose

• The Senior Brand Manager Pick & Mix is responsible for leading our brand marketing and consumer activation in the U.S. market. The role translates global brand strategy into local commercial impact by driving awareness, trial, consumer engagement, retailer activation, and P&M category education.
• The position owns U.S. brand planning and execution across all touchpoints such as media, PR, digital marketing, events, partnerships, product launches, and consumer facing activations. Working closely with the U.S. Commercial and Trade Marketing functions, the role ensures a consistent and compelling consumer and retail experience across all touchpoints.
• In addition to brand building, the role is responsible for helping develop the Pick & Mix category and consumer proposition in the U.S., requiring an entrepreneurial mindset, strong market development capabilities, and a willingness to operate both strategically and hands-on in a fast-evolving growth environment.
• As the U.S. market continues to scale, the role will also play an important role in building local marketing capabilities, supporting market expansion, and helping establish us as the leading Pick & Mix concept in the United States.

Key Responsibilities

Brand Marketing Leadership

• Lead annual U.S. brand planning aligned with global brand strategy and business objectives.
• Own the U.S. marketing budget and marketing investment priorities, working in close partnership with Trade Marketing to ensure alignment and sufficient funding between consumer activation and customer/shopper initiatives.
• Develop and execute integrated marketing campaigns to drive awareness, trial, and brand equity.
• Lead media planning and execution across relevant channels, with media agency management.
• Develop and execute PR initiatives to strengthen brand visibility and cultural relevance, with PR agency management.
• Monitor performance and optimize investment effectiveness across marketing activities.

Consumer & Brand Activations

• Lead consumer-facing activations, seasonal programs, partnerships, events, and experiential marketing programs.
• Adapt and deploy global assets, campaigns, and concepts for local market relevance.
• Drive digital marketing initiatives that support recruitment, engagement, and advocacy.
• Identify new opportunities to connect us with consumers through culturally relevant programs and experiences.
• Develop activation platforms that drive both brand awareness and category understanding, accelerating adoption of Pick & Mix among U.S. consumers.

Category & Product Marketing

• Build awareness and understanding of the Pick & Mix category among consumers, customers, and key stakeholders.
• Lead category and product education initiatives supporting brand growth.
• Partner with Commercial and Trade Marketing teams to strengthen in-store communication and shopper engagement.
• Develop activation plans for new product introductions and new to US SKU launches.
• Support commercialization of innovation through consumer-centric launch planning.
• Identify opportunities to recruit new consumers into the Pick & Mix category and expand category relevance across occasions and channels.
• Support the store as a key US brand-building and NYC/Tri-State/tourism sales-driving platform.
• Coordinate local events, influencer programs, community engagement, partnerships, and digital campaigns supporting store traffic and awareness.
• Collaborate with global teams on asset development and execution responsibilities as the store concept strategy evolves.
• Act as the marketing lead to maximize the store's role as both a consumer destination and a platform for category education and brand beacon experience.

Insights & Market Development

• Translate consumer, shopper, customer, and category insights into actionable plans.
• Track cultural, consumer, and competitive trends relevant to confectionery and snacking.
• Act as the voice of the consumer within the U.S. organization.
• Identify opportunities to recruit consumers and accelerate category growth.
• Support development of market-entry initiatives and consumer recruitment strategies that establish sustainable long-term growth foundations for our brand in the U.S.

Experience

• 7-10 years of brand marketing experience within CPG, food, beverage, confectionery, snack, or related categories.
• Proven success building brands in the U.S. market.
• Strong experience leading integrated marketing campaigns for brand-building and product/NPD launches.
• Experience within a high-growth, challenger, scale-up, or entrepreneurial environment (company or brand/project basis).
• Experience across media, PR, influencer, digital marketing, consumer activations, trade marketing, and events.
• Experience managing agencies and external partners.
• Experience launching new brands, concepts, categories, or consumer propositions in emerging or underdeveloped markets / categories is highly desirable.
• Experience supporting retail concepts, experiential formats, or flagship locations is an advantage.