Key Responsibilities:
•Develop and manage a multi-brand strategy, ensuring each sub-brand has a clear positioning, value proposition, and target audience
•Define the role of each sub-brand within the portfolio to avoid overlap and maximize impact
•Use customer insights and market research to identify opportunities and shape brand positioning
•Create brand playbooks, messaging frameworks, and positioning guidelines for brands and categories
•Collaborate with Merchandising teams to develop Category-as-Brand / Shop-in-Shop concepts
•Work closely with Visual Merchandising and Display teams to deliver consistent and premium in-store experiences
•Translate brand strategies into campaigns, content, and activations across online and offline channels
•Partner with Marketing, Digital, and Retail Media teams to maximize brand visibility
•Maintain brand guidelines and ensure consistency across all customer touchpoints
•Act as a brand guardian, balancing creativity with commercial objectives
Qualifications:
•Bachelor’s or Master’s degree in Marketing, Brand Management, Business, or related field.
•5+ years’ experience in brand strategy, marketing, or retail branding, ideally within supermarkets, FMCG, or lifestyle retail.
•Proven ability to manage multi-brand portfolios and develop differentiated value propositions.
•Strong analytical skills with experience in using customer insights, loyalty data, and market research to shape strategy.
•Excellent communication, storytelling, and presentation skills—able to influence stakeholders across the organization.
•Creative yet commercially minded, with the ability to balance brand equity with business performance.
•Agency background is preferrable