Westmill | part of Associated British Foods plc
Senior Brand Manager
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About the Company
We are proud of our heritage and position as one of Europe’s largest specialist food companies, manufacturing and supplying authentic global foods which serve the chefs and owners of restaurants and takeaways, as well as a diverse range of consumers. With a strong portfolio of leading brands including Lucky Boat, Elephant Atta, Rajah, Green Dragon and Patak’s, our product range is as diverse as the people who chose to work here, and includes noodles, flour, rice, spices, sauces and oils. We pride ourselves on our passion for food and people, where collaboration, diversity, and inclusion are integral in everything that we do. This is underpinned with our employee resource groups where members and allies help create an inclusive environment and special events are celebrated. Westmill is a place where no one feels like the new person for long and everyone has the chance to make a real difference to the business by being their authentic selves.
Overview Of Role
This is a fantastic opportunity for a consumer-focused marketer who is passionate about building brands, creating impactful communications and turning insight into meaningful consumer growth. In this agile, hands-on role, you will play a leading role in strengthening the relevance, distinctiveness and equity of three of the UK's leading South Asian food brands – Elephant Atta, Rajah and Patak’s – ensuring they remain culturally connected and compelling to the audiences they serve. You will be someone who thrives on turning plans into action and brings experience of the UK South Asian food market, with a strong understanding of the consumers, trends and cultural nuances that influence brand success.
You will lead consumer understanding, brand building and integrated communications activity across multiple touchpoints, delivering campaigns and content that increase brand awareness, engagement and loyalty. Working closely with internal teams, agency partners and the Marketing Manager responsible for strategy and commercial growth, you will translate consumer, cultural and category insights into compelling brand ideas, creative briefs and activation plans that drive both short-term impact and long-term brand value. You will also play a key role in delivering innovation and NPD projects, taking ideas from consumer insight and concept development through to launch activation and post-launch evaluation. Combining creativity with strong executional excellence, you will ensure brand-building activity, communications and innovation programmes are aligned to the wider growth agenda and contribute to sustainable business performance.
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Key Accountabilities
- Develop and embed a clear consumer understanding, including consumer insight generation, research planning, brand health tracking, translation of insight into action.
- Develop, deliver and evaluate integrated communications plans across media, digital, social, PR, shopper and in-store touchpoints, working closely with internal digital, shopper and commercial teams.
- Lead agency briefing and management, ensuring high-quality creative output that is insight-led and impactful.
- Manage research and communications budgets, evaluating activity against agreed brand, consumer and commercial KPIs and building a clear learning agenda for future activity.
- Lead innovation and NPD project delivery, including project planning, cross-functional coordination, launch readiness, activation planning and post-launch evaluation.
- Act as an active member of the Atta and Spice Segment Teams, bringing the voice of the consumer, brand building and communications expertise into cross-functional decision making.
The Right Person
You are an experienced FMCG marketer, ideally with a food industry background, with a strong track record of developing brands, creating impactful communications and delivering successful activation programmes. Consumer-first in your thinking, you combine creativity with commercial awareness and are passionate about understanding what motivates and inspires consumers.
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With proficiency in brand planning, positioning, communications development, media planning, content creation and agency management, you are also skilled at translating insights into compelling creative briefs, innovative product concepts and engaging marketing campaigns that deliver measurable results.
You are comfortable managing multiple projects and stakeholders simultaneously, bringing strong organisation, attention to detail and project leadership. You enjoy working collaboratively across functions, influencing and building relationships with colleagues, agency partners and customers alike.
Curious, creative and culturally aware, you have a genuine interest in the UK Ethnic Market and a passion for building brands that resonate with diverse communities. You are resilient, adaptable and thrive in a fast-paced environment, bringing a positive, pragmatic approach and a strong desire to make things happen. Just as importantly, you are a team player with a good sense of humour who enjoys contributing to a collaborative and supportive culture.
Benefits
- A competitive salary and car allowance
- ABF Pension Scheme membership
- An annual Incentive Plan
- Private Healthcare
Additionally, you will have access to a range of benefits aimed at enhancing your wellbeing both at home and at work; from a free and confidential 24/7 Employee Assistance Programme to access to affordable loans and financial education, electric vehicle and cycle to work salary sacrifice schemes, an option to buy additional holidays and a day dedicated to volunteering in your local community. You will also have access to our benefits platform Extra Spice from day one, offering a huge variety of retail and leisure discounts.
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