Brand & Activation Manager - Food Service

Reports to: Marketing & Communication Director

Key Interfaces: Sales, Trade Marketing, BID/Chef, NPD, R&D, Supply Chain, Finance, Quality and Internal Marketing

JOB PURPOSE

Build Andros Professional into a preferred brand and trusted fruit solutions partner for baristas, beverage professionals and pastry chefs.

Lead B2B brand strategy, product marketing, sales enablement and customer activation, translating customer insights and product strengths into practical solutions that enhance customer offerings and generate commercial value.

The role covers fruit purées, Chunky fruit preparations and other approved professional solutions across existing ranges and new launches.

KEY RESPONSIBILITIES

1. Brand strategy and positioning

• Develop short- and long-term brand strategies, positioning and value propositions aligned with business objectives and regional/global brand direction.
• Build and manage the annual marketing and activation plan, including priorities, budgets, timelines and performance measures.
• Analyze customer needs, competitor activities and market trends through regular market visits to identify growth opportunities.
• Ensure consistent brand identity, messaging and approved product information across all customer and communication touchpoints.

2. Product marketing and activation

• Recommend priority SKUs, new products, packaging formats and portfolio improvements based on customer demand, commercial potential and operational feasibility.
• Work with Sales and Finance on product positioning, pricing and profitability.
• Lead activation for existing products and new launches, translating technical strengths into customer benefits and selling arguments.
• Partner with BID/Chef, NPD and R&D to develop relevant applications, recipes and demonstrations.
• Coordinate cross-functional launches from concept validation and customer trials through stock readiness and post-launch review.
• Develop seasonal campaigns and promotions to drive trial, repeat purchase, cross-selling and portfolio adoption.

3. Customer tools and sales enablement

• Develop and maintain approved marketing toolkits for Sales, distributors and professional customers, including product catalogues, product sheets, presentations, application guides, recipes, demonstration content and POSM.
• Maintain an accessible digital library of current marketing materials.
• Coordinate product and brand briefings for Sales and distributors, with BID/Chef providing technical and application training.
• Support priority customer presentations and gather Sales feedback to improve the relevance and usage of marketing tools.

4. Customer engagement, professional community and digital communication

• Build the annual customer engagement and digital content plan, combining professional partnerships, relevant content and application-led experiences.
• Develop relationships with baristas, pastry chefs, bakers, industry experts, culinary schools and professional associations.
• Define the objectives, target audiences, product focus, content and customer experience for workshops, demonstrations, partnerships and industry events. Coordinate execution with Trade Marketing or Events & Operations.
• Develop partnerships, customer testimonials and case studies demonstrating product and business value.
• Track qualified enquiries, product trials and customer feedback, ensuring clear lead handover to Sales.

5. Business Performance, Budget and Governance

• Review brand and portfolio performance with Sales and Finance, including sales, product mix, gross margin, portfolio penetration, qualified leads, conversion, product adoption and repeat purchase.
• Manage the annual marketing and activation budget, monitor spending and improve investment effectiveness.
• Provide campaign and launch inputs to demand planning, coordinating with Sales and Supply Chain on forecasts, stock availability and slow-moving risks.
• Lead cross-functional reviews to align product priorities, launches, activation plans and corrective actions.
• Ensure product claims, technical information and marketing materials receive required approvals.
• Manage agencies and external partners against agreed briefs, budgets, timelines and quality standards.

KEY PERFORMANCE MEASURES

Direct accountability

• Brand consistency and delivery of approved marketing priorities.
• Coverage, accuracy and Sales usage of strategic product toolkits.
• Delivery of launches and activations against agreed objectives, timelines and budgets.
• Qualified customer engagement, product trials and leads generated.
• Effectiveness of professional partnerships and digital campaigns.
• Marketing budget control and investment efficiency.

Shared accountability with Sales

• Sales growth and gross profit contribution from activated products.
• Lead and trial conversion, product adoption and repeat purchase.
• Cross-selling and portfolio penetration within priority accounts.

Targets will be agreed annually based on business priorities, baseline performance, approved budget and available resources. Commercial results will be assessed jointly with Sales, considering pricing, distribution, product availability and sales execution.

• Bachelor’s degree in Marketing, Business Administration or a related field.
• 4–7 years of experience in brand management, product marketing or trade marketing.
• Experience in FMCG, foodservice, ingredients or hospitality, particularly beverage, bakery or pastry, is a strong advantage.
• Proven experience in marketing planning, sales tools, customer activation and product launches.
• Experience working with professional customers, distributors and Sales teams.
• Good understanding of digital marketing, content development and campaign measurement.
• Strong project, budget management and analytical skills.
• Strong English communication skills.
• Willingness to conduct regular market visits and business travel, including occasional evening or weekend events in line with company policy.

CORE COMPETENCIES

• Customer understanding and solution development.
• Brand strategy and commercial judgment.
• Data analysis and performance orientation.
• Creative thinking and practical execution.
• Cross-functional collaboration and influence.
• Ownership, prioritization and adaptability.