Perfetti Van Melle

Senior Brand Manager Growth Markets, Lebanon

Perfetti Van Melle  •  Dubai, AE (Onsite)  •  2 hours ago
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Job Description

WHAT YOU WILL DO

The Senior Brand Manager will be responsible for the execution and implementation of the marketing strategy for the relevant PVM Cluster with the objective of achieving agreed and targeted growth in sales, market share and profitability.

Cluster: Lebanon, Syria, Jordan, Egypt, Iraq, Morrocco & Libya.

  • Strategic Brand Alignment – Skills in maintaining global brand positioning and guiding portfolio strategy and innovation pipeline.
  • Data-Driven Performance – Proficiency in leveraging Nielsen and EPOS insights for KPI tracking, ROI analysis, and regional reporting.
  • Communication & Governance – Capability to manage agency briefs and ensure consistent messaging across clusters while balancing short- and long-term goals.
  • Local Market Execution – Expertise in adapting global strategies to local consumer insights and communication plans for cultural relevance.
  • Sales & Trade Integration – Strong collaboration skills to drive Numeric/Weighted distribution, SPPD growth, and SKU rankings through actionable plans.
  • Operational Planning – Ability to feed category outputs into S&OP and manage tactical promotions aligned with local business priorities.

ROLE RESPONSIBILITIES

  • Portfolio management, new product development activities and the implementation of marketing activities (consumer support including communication above and below the line, visibility tools) with the aim to grow sales, profitability and generally improve the business focused on our successful global brands
  • It involves a close collaboration with the sales team, the factories, the R&D as well as the corporate marketing
  • To coordinate the details/planning with factory & to develop the artwork in close collaboration with the artwork coordination
  • To monitor and assist in local product registration
  • To coordinate the operational process generated from planned BTL activities & to manage/coordinate any POS or visibility tools required.
  • Local Consumer Insights: Gather and analyze country-specific trends; and communication insights; develop local communication plans and lead local market research
  • Portfolio Strategy Support: Contribute insights for MEA portfolio and innovation pipeline.
  • Brand Strategy Alignment: Ensure Local initiatives align with regional/global Brand positioning
  • Local Execution: Adapt global messaging to resonate with local audiences and cultural nuances.

MAIN KPI'S

  • Grow Market Share across all subsegments (Gum, Compressed Mints, Chewies, Jellies, Lollipop, Marshmallow)
  • Increase SKU Penetration by driving more SKUs into the top 20 rankings for total country, supermarkets, or traditional trade
  • Boost Brand Awareness for Mentos Gum and Chupa Chups Jellies, measured through BHT and BLS metrics
  • Deliver Innovation Success: Achieve two Gold NPD launches per country through cross-functional collaboration and ATL/BTL support
  • Ensure Calendar Alignment with a fully integrated activity plan tied to PMR cycles and POs released 90 days in advance
  • Lead Category Governance by hosting monthly category team meetings with documented action plans and follow-ups.
Perfetti Van Melle

About Perfetti Van Melle

Perfetti Van Melle is a privately owned company, producing and distributing candies and chewing gums in more than 150 countries worldwide.

Employing over 17.000 people and operating 37 companies throughout the world, Perfetti Van Melle has a true global reach: it is present in the Asia Pacific Region, Europe, Middle East, Africa and the Americas

The industrial adventure of Perfetti Van Melle began many years ago, but it was in March 2001 that the current Group was set up through the merger of Perfetti Spa and Van Melle N.V. In July 2006 the Group acquired the Spanish company Chupa Chups S.A., famous all over the world for its lollypops.

Our brands convey the passion we have for our products. We continuously explore new ways of doing things and innovative ideas that will inspire and delight our consumers worldwide. Our global brands Mentos, Chupa Chups, Alpenliebe gratify, refresh, inspire consumers of all ages around the globe. Other brands are extremely popular in regional markets with innovative tastes that match local preferences.

Industry
Food & Beverage
Company Size
10,000+ employees
Headquarters
SCHIPHOL OOST, NL
Year Founded
2001
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