Brand Manager

Role & responsibilities :

A Brand Manager in the oil, grease, and lubricants sector shapes the brand's identity and drives product profitability across B2B (industrial, automotive) and B2C channels. They lead go-to-market strategies, manage marketing budgets, and align cross-functional teams from R&D to sales to maximize market share.

Preferred candidate profile:

1. Brand Strategy & Positioning

• Brand Development: Formulate annual and long-term brand strategies, defining core positioning, value propositions, and targeted messaging for various product lines.
• Corporate Identity: Ensure all brand touchpoints (product labels, bulk drums, marketing collateral, and digital spaces) maintain brand consistency.
• Portfolio Management: Oversee the lifecycle of various grades of oils, synthetic lubricants, and industrial greases, determining which SKUs to promote or phase out.

2. Market Research & Intelligence

• Competitor Analysis: Track competitor pricing, market share, and marketing activities to identify gaps and growth opportunities.
• Customer Insights: Analyze tribology trends, maintenance demands, and customer requirements across automotive, manufacturing, and marine sectors.
• Industry Regulations: Monitor packaging compliance, safety regulations, and environmental standards that impact lubricant packaging and formulation claims.

3. Trade & Channel Marketing

• Distributor Support: Equip regional distributors and dealers with marketing toolkits, dealer engagement programs, and sales training materials.
• Promotional Campaigns: Design merchandising strategies, trade promotions, and retail branding to increase product visibility at the point of sale.
• Sales Enablement: Collaborate with the sales team to develop technical presentations and product catalogs.

4. Product Launches & Campaigns

• Product Launches: Lead go-to-market plans for new automotive and industrial lubricant innovations, coordinating artwork, product labels, and packaging development.
• Digital & Content Marketing: Plan and execute digital marketing campaigns, SEO/SEM strategies, and social media outreach.
• Events & Exhibitions: Organize and lead company participation at key industry exhibitions, trade shows, and conferences.

5. Budgeting & Performance Tracking

• P&L Responsibility: Manage annual marketing budgets, balancing advertising and promotional spending against revenue generation.
• KPI Measurement: Track and report performance metrics like campaign ROI, lead generation, and overall sales volume.
• Market Reporting: Analyze sales figures and consumer reactions to assess the success of brand initiatives