Role Overview

The Brand Marketing Manager is a business owner for the brand, responsible for driving growth, profitability, and operational alignment across the entire Pet ecosystem. The role requires a deep understanding of business fundamentals, brand strategy, marketing execution, financial performance, and operational reality. You will operate as a GM, translating vision into executable strategies, ensuring commercial discipline, and leading teams across both front-of-house and back-of-house functions.

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Key Responsibilities;

Business & Strategic Ownership

• Own the brand from a commercial and strategic perspective, not only marketing.
• Translate brand vision into annual and mid-term business plans.
• Define growth priorities across revenue streams (retail, services, products, community, membership, event, workshop, collaboration, etc).
• Identify and execute levers to improve:
• Revenue growth
• Gross margin
• Cost efficiency
• Customer retention and lifetime value

Brand Strategy & Stewardship

• Develop and safeguard Pet's brand DNA, positioning, and long-term direction.
• Ensure brand consistency across:
• Store experience
• Product assortment
• Pricing & promotion logic
• Communication and content
• Act as the final decision-maker on brand alignment.

Marketing Strategy & Execution

• Develop and execute annual and campaign-based marketing plans.
• Oversee both online and offline marketing initiatives.
• Ensure marketing efforts are commercially driven and measurable.
• Connect marketing activities directly to sales performance and operational capacity.

Product, Pricing & Promotion Strategy

• Understand product mix, contribution margin, and category performance.
• Design pricing strategies that balance:
• Brand positioning
• Market competitiveness
• Margin sustainability
• Create promotion frameworks that drive meaningful behaviour without eroding brand equity or profitability.

Operational & System Understanding

• Possess a strong understanding of end-to-end operations:
• Store operations
• Inventory and supply flow
• Service delivery
• Back end systems
• Identify operational bottlenecks and propose scalable solutions.
• Collaborate effectively with Operations, Finance, and Supply Chain teams.

Financial Acumen & P&L Ownership

• Read, interpret, and manage P&L statements and financial projections.
• Monitor cost structure, marketing ROI, and break even logic.
• Develop corrective action plans to close performance gaps.
• Demonstrate practical understanding of accounting principles relevant to business decision-making.

Reporting & Performance Management

• Produce clear, decision-ready reports for management.
• Translate data into insights, actions, and next-step recommendations.
• Ensure transparency across performance, risks, and opportunities.

Leadership & People Management

• Lead and coordinate cross-functional teams.
• Set clear direction, priorities, and accountability.
• Act as a strong brand representative internally and externally.
• Demonstrate maturity, ownership, and the ability to make tough decisions.

Retail Operations Management (Pet Stores);

• Oversee day-to-day store operations across all Pet locations.
• Drive sales performance, customer experience, and service standards.
• Manage inventory, product display, manpower, and store readiness.
• Support new store openings, renovations, and layout planning.
• Provide coaching and leadership to Store Managers and front line staff.

Event & Activation Management (Ruff Runner, PetCon, etc.)

• Plan, coordinate, and execute all Pet -related events, both internal and external.
• Manage booth setup, logistics, manpower, and on-site operations for events.
• Work closely with marketing teams on brand activations and pet community engagement.
• Ensure seamless execution of large-scale pet events (e.g., races, festivals, expos).
• Handle vendor coordination, scheduling, budget control, and event materials.

Cross-functional Coordination

• Collaborate with Marketing, VM, Operations, and Buying teams on campaigns and promotions.
• Ensure Pet brand presence is consistent across stores and events.
• Communicate with external organizers and partners for event participation.

Team Leadership

• Lead a diverse team covering retail operations and event support.
• Plan manpower for stores and events; train staff for both routine operations and on-site event roles.
• Evaluate team performance and drive continuous improvement.
• 5. Business Growth & Customer Engagement
• Develop initiatives to increase brand awareness through events and retail channels.
• Create customer engagement opportunities within the pet community.
• Analyse event impact and store performance, providing insights and improvement plans.

Qualifications ;

Required

• Proven experience in brand, marketing, or business leadership roles.
• Strong business mindset with hands-on execution capability.
• Experience building and executing business or marketing plans.
• Comfortable working with financial data and performance metrics.
• Excellent communication and stakeholder management skills.
• Ability to operate independently with high accountability.

Preferred

• Background in retail, FMCG, service, or multi-location businesses.
• Experience working closely with founders or executive leadership.
• Exposure to scaling or turnaround situations.
• Experience managing cross-functional teams.
• 5-7 years of experience in Retail Management (Pet industry preferred).
• Experience managing events, activation, or large-scale expos is a strong advantage.
• Strong leadership, communication, and project-management skills.
• Ability to work on weekends during events and travel to multiple locations.