the job
The Senior Manager – Brand & Retail Management is responsible for building, protecting, and growing brand equity while driving retail performance across channels. This role ensures seamless alignment between brand strategy and retail execution, delivering consistent brand experiences, sustainable revenue growth, and strong customer loyalty across physical and digital touchpoints.
Job Description
Brand Strategy & Positioning
- Define and execute long-term brand strategy aligned with business objectives
- Own brand positioning, value proposition, and customer promise across markets
- Ensure consistent brand identity, tone of voice, and visual standards across all retail channels
- Monitor brand health metrics and competitive positioning
- Lead brand governance and approval processes
Retail Strategy & Performance Management
- Develop and execute retail strategies that translate brand vision into commercial outcomes
- Drive sales growth, market share, and profitability across owned and partnered retail formats
- Ensure brand-led retail experiences that differentiate the business in-store and online
- Lead store concepts, layouts, and experience design in collaboration with design teams
- Oversee new store launches, renovations, and retail expansions
Customer Experience & Omnichannel Integration
- Design and deliver end-to-end customer journeys that reflect brand values
- Align physical retail, e-commerce, and digital touchpoints for a seamless omnichannel experience
- Use customer insights, data, and feedback to refine experience strategies
- Ensure service standards, storytelling, and in-store engagement align with brand positioning
Marketing, Communication & Activation
- Lead integrated brand and retail marketing campaigns (ATL, BTL, digital, social, CRM)
- Develop retail activation calendars including promotions, launches, and seasonal campaigns
- Collaborate with creative agencies, media partners, and internal teams
- Ensure effective local market adaptation while maintaining global brand consistency
- Manage content strategy for retail, digital, and social platforms
Visual Merchandising & Store Presentation
- Oversee visual merchandising strategy to ensure compelling brand storytelling in-store
- Ensure consistency of VM guidelines, planograms, and displays across locations
- Drive innovation in visual execution to enhance customer engagement and conversion
- Partner with VM teams to track effectiveness and ROI of visual initiatives
Financial & Commercial Management
- Own or contribute to retail and brand budgets, forecasts, and P&L performance
- Optimize marketing spend, promotions, and retail investments
- Track ROI on campaigns, store initiatives, and brand-building activities
- Use analytics to guide pricing, promotions, and assortment strategies
Team Leadership & Capability Building
- Lead, mentor, and develop Retail leadership teams
- Build a culture of creativity, accountability, and commercial discipline
- Drive talent development, succession planning, and performance management
- Foster cross-functional collaboration between brand, retail, merchandising, and operations teams
Stakeholder Management & Governance
- Act as the central link between brand, retail, and corporate leadership
- Ensure compliance with brand governance, legal, and regulatory requirements
- Represent brand and retail interests in executive and board-level discussions
Market Intelligence & Innovation
- Track consumer trends, cultural shifts, and competitive activity
- Identify growth opportunities through innovation, partnerships, and new formats
- Champion digital transformation and retail technology adoption
- Test, measure, and scale new brand and retail concepts
Key Performance Indicators (KPIs)
- Brand awareness, consideration, and equity scores
- Retail sales growth and profitability
- Customer satisfaction, NPS, and loyalty metrics
- Campaign ROI and marketing effectiveness
- Store conversion rates and average transaction value
Team engagement and retention
profile
- Bachelor’s or Master’s Degree in Business, Brand, Marketing Management, or a related field
- 10–15+ years of experience in brand management, retail leadership, or marketing
- Proven experience managing brand strategy alongside retail execution
- Strong commercial and financial acumen
- Experience working with agencies, creative teams, and senior stakeholders
- Excellent communication and presentation skills (both verbal and written)
- Brand leadership and strategic thinking
- Strong retail and commercial mindset
- Customer-centric and data-driven decision-making
- Excellent communication, storytelling, and influencing skills
- Change management and innovation leadership
- Cross-functional collaboration
- Proficient in MS Office, digital platforms, social media, online marketing, and related technologies
- Strong understanding of consumer behavior and the ability to leverage insights for strategic decision-making
- Advanced analytical skills with the ability to interpret data, understand consumer behavior, and develop actionable insights
