Brand Manager Retail Hair for MEA & Turkey

Brand Manager Retail Hair for MEA & Turkey

Location: Istanbul, Turkey
Department: Marketing
Reports to: Marketing Lead RH CEEMEA

Role Overview

The Brand Manager acts as the business owner of the brand in Turkey, responsible for driving sustainable growth, market share, and brand equity.

This role requires a strong combination of strategic thinking, analytical skills, and execution excellence to deliver best-in-class marketing programs and business performance.

The Brand Manager will lead the development and execution of consumer-centric growth strategies, working closely with cross-functional teams including Sales, Trade Marketing, Finance, Supply Chain, and external agency partners.

Key Responsibilities

Brand Strategy & Growth

• Develop and execute annual brand strategy and marketing plans aligned with regional priorities.
• Drive brand equity, awareness, and penetration through integrated campaigns.
• Identify growth opportunities based on market trends, consumer insights, and competitive analysis.
• Manage product portfolio strategy including new product launches, renovations, and discontinuations.

Marketing Campaigns & Communication

• Lead the planning and execution of 360° marketing campaigns including TV, digital, social media, influencer collaborations, and retail activations.
• Brief and manage creative, media, and digital agencies.
• Ensure all communications are aligned with global brand guidelines while being locally relevant.

Market & Performance Analysis

• Monitor brand performance using Nielsen / retail audit data, digital metrics, and sales reports.
• Track KPIs including market share, brand awareness, and campaign ROI.
• Provide regular insights and recommendations to senior management.

Cross-Functional Collaboration

• Work closely with Sales, Trade Marketing, E-commerce, and Supply Chain teams to ensure successful product availability and retail execution.
• Support key retailer initiatives and joint business planning with major accounts.
• Coordinate with global teams to align on brand positioning and innovation pipeline.

Budget & Financial Management

• Manage the brand marketing budget and ensure efficient allocation across channels.
• Monitor marketing investment and optimize ROI and media efficiency.

Innovation & Product Development

• Lead new product development and launch processes in collaboration with regional and global teams.
• Develop strong consumer value propositions and product storytelling.

Qualifications

• Bachelor’s degree in Marketing, Business Administration, or related field
• 5–8 years of experience in Brand Management / Marketing within FMCG, beauty, or consumer goods
• Proven experience managing integrated marketing campaigns
• Strong analytical skills with experience using Nielsen or similar market data
• Experience working with media agencies and creative partners
• Excellent project management and stakeholder management skills
• Fluency in Turkish and English

Key Competencies

• Strategic thinking
• Consumer insight & storytelling
• Data-driven decision making
• Cross-functional leadership
• Strong communication and presentation skills
• Agility in a fast-paced environment