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Brand Manager

We Go Places! How about you?
Location: Freetown
Function: Commerce
Sub Function: Commerce - Marketing - Brand Management
Type of Contract: Permanent

Application closing Date is on the 31st March 2023


Sierra Leone Brewery Limited is inviting applications from suitable candidates for the position of Brand Manager’s Vacancy.


Position Description

The objective of the marketing department is to deliver sustainable and profitable growth of the brands: develop strong brands and meet the needs of our consumers in the most cost-effective way for the company. The Brand Manager is end-responsible for a portfolio of brands. The purpose of this role is to lead the expansion of the portfolio to tap into beer and beyond with consumer centric focus, collaborating with the along with the commercial team to ensure business growth and manage the product promotions and position of all SLBL brands. The Brand Manager supports the sales team with all tools and assets they need to raise brand awareness and increase sales volumes. He/ She builds strong and healthy brands to drive value & volume, share and profit growth whilst acting as the brand guardian and leading advocate.



Portfolio and Brand (s) Strategy

  • Lead the development and realization of a long-term and short-term vision of the portfolio with a focus on building consumer centric plans. The strategy should provide a clear, consistent and effective direction for yearly brand plans with strong collaboration with Trade Marketing and Sales.
  • Contribute to the development of overarching Commercial strategies, e.g. the development of Portfolio, Category, Channel and Pricing Strategies, driven by consumer, customer and competitive insights.
  • Lead opportunities of new product development inclusive opportunity definition, business plan, scope, requirements, and execution.


Breakthrough Communication (Touchpoint planning and the content activity)

  • Work with CMI and Media to identify volume and aspirational targets and the related media targets
  • Develop clear campaign objectives aligned to business and brand objectives, and monitor and measure against them, optimising during the campaign where possible
  • Select, appoint, inspire, and effectively manage agency partners effectively to create winning strategies and plans (inc. briefing, challenging, rewarding & productive feedback)
  • Assess the strength of media proposals to effectively deliver the campaign objectives, engage consumer in the content and maximise the ‘reaction’
  • Measure the impact on the brand of the Marketing Mix and ensure future plans are ‘effective first’ and learnings are integrated
  • Develop content and activities that deliver Brand Objectives and are aligned to BiaB
  • Select and appoint agency partners effectively together with Procurement
  • Inspire agencies to create brand and business building communication and activities that deliver against objectives and resonate with consumers and effectively and proactively manage agencies (briefing, challenging, feedback, reward)
  • Assess ideas and executions based on their ability to work across selected touchpoints, resonate with target and deliver
  •  Effectively inspire internal and external audiences around campaigns including clear articulation of the competitive advantages (brand or product) it delivers.


Monitoring Brand/Portfolio Performance

  • Continuous measurement to analyze and drive brand performance. Analyze relevant market- and marketing information (key performance indicators) and consistently generate, in close cooperation with Trade Marketing and Sales, (consumer) insights that drive category, portfolio and brand strategies and plans, to create and maintain competitive advantage. Analysis of sales forecasts and relevant financials and reporting on product sales
  • Manage the SLBL portfolio and SKU mix to maximize revenue and profitability sustainability
  • Develop pricing strategy for brands in line with brand positioning, setting price points at portfolio/ brand/SKU mix levels, considering price relativity within own portfolio and competitive set.
  • Develop and interpret business cases for portfolio, brand, and innovation investment
  • Maximize Commercial Spend Productivity by aligning investment to brand roles in the portfolio, minimizing non-working spend and maximizing return on all activities.
  • Consumer value engineer unprofitable brands and SKU’s where required.


Excellence in Campaign Execution

  • Execute the Operational Brand Plan for the assigned brands on time in full and within the assigned budget to ensure targets are achieved. Develop impactful integrated through-the-line brand campaigns by ensuring the right reach and resonance with consumers. Responsible for approving all communication materials.
  • Manage and/ or take part in projects from a brand management perspective, in multidisciplinary teams and in collaboration with internal and external stakeholders.
  • Work cross-functionally to ensure all activity plans integrate key levers of driving penetration and growth in the store/bar – thinking ‘store back’ and using shopper insight
  • Actively discuss cross-functionally, and challenge where relevant, activity across MWBs 1-14, ensuring they deliver against brand objectives and drive penetration and growth
  • Generate company-wide commitment and excitement about key initiatives
  • Ensure reaction and ROI is measured, with learning integrated into future activities



  • Execute the Operational Brand Plan for the assigned brands on time in full and within the assigned budget to ensure targets are achieved.


Integrated Commercial Planning

  • Lead the Integrated Commercial Planning process including mobilising cross functionally to ensure integrated plan across all Must Win Battles.
  • Turn strategic insights into plans that win across Consumer, Shopper, and Customer
  • Translate strategic (business, brand, customer) objectives into effective (rolling) 12 - 18-month activation plans TTL.
  • Plan and analyse ROI and impact of all brand activities (ATL & BTL) including brand budget.
  • Mobilise the organisation and external suppliers (agencies) behind Brand plans


Global/ Regional/ License Brands and Partners

  • Manage the relationships with brand stakeholders, align on objectives and operational plan and assure regular reporting to the satisfaction of our partner.



Candidates applying should have at least a bachelor’s degree in Marketing or Economics from a recognized Institution or University. Minimum of 2-5 years relevant experience in brand management, possibly compensated by sales and/or trade marketing experience from any industry preferably FMCG or Mining.

Language: Financially and analytical literate in English

Other: Good computer proficiency and Driver’s license


In the case of equal suitability female are encouraged to apply.

Application closing Date is on the 31st March 2023


At Sierra Leone Brewery Ltd, we brew great beers and we build great local brands and we are part of the Heineken company.  We are committed to surprising and exciting our consumers and employees everywhere. We have a proud history and heritage in brewing our local and international brands, and also in our communities. With operations nationally, we are Sierra Leone’s only international brewer.

Job Segment: Procurement, Manager, Operations, Management

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