Senior Manager, Brand Experience

Fazer; Vantaa; On-site; EUR 90,000 - 120,000; Full time

Job summary

Fazer is seeking an experienced Senior Manager, Brand Experience to lead the creative strategy and positioning for the Dumle, Geisha, and Fazer countlines brands across Nordics and select Central European markets. The role oversees brand communications, campaign strategy, and media effectiveness, balancing global direction with local execution.

You will collaborate with internal teams and external agencies to build distinctive brand experiences, leveraging data, digital platforms, and AI-enabled

Qualifications

• Proven senior brand experience in FMCG or consumer-led business with international scope.
• Strong expertise in brand strategy, positioning and integrated marketing.

Responsibilities

• Own long-term brand creative platform, positioning and annual direction for Dumle, Geisha and Fazer countlines.
• Lead 360-degree communication strategy and oversee campaigns across paid, owned, earned channels.
• Develop and protect brand identity, tone of voice and narrative across markets while enabling local adaptation.
• Understand consumers and market trends to translate insights into bold brand choices.
• Manage brand marketing budget and set media direction with measurable KPIs.

Skills

Brand strategy

Brand leadership

Campaign strategy

Digital marketing

Media planning

Analytics & insights

Education

Master's degree or equivalent

Job description

Shape iconic brands across markets.We are looking for an experienced senior brand leader to build demand and distinctive brand experiences for Dumle and Geisha brands across the Nordics and selected Central European countries and Fazer countlines in Finland. You will set the direction for how these brands show up, connect with consumers, and grow consistently across markets, channels, and touchpoints.

Your role

As Senior Manager, Brand Experience, you will own the brand creative strategies and positioning for your brands and translate business and category priorities into clear multi-market brand agendas. You will lead brand communication, campaign strategy, creative direction, media strategy and marketing effectiveness, ensuring a strong balance between consistent brand building and overseeing the locally relevant execution with local marketing teams.

You will collaborate closely with internal Business and portfolio, Digital, Insights and Communications teams, and external agency partners.

You will be responsible for

• Brand strategy and positioning: Own the long-term brand creative platform, positioning and annual marketing direction for Dumle, Geisha and Fazer countlines, grounded in consumer insight and aligned with category and business priorities.
• Brand communication and campaigns: Lead 360-degree communication strategy, creative development, campaign planning and oversee the always-on brand activity across relevant paid, owned, earned, retail and in-store touchpoints with the local marketing teams.
• Brand identity: Develop and protect the brands’ visual identity, brand narrative, distinctive assets, tone of voice, concepts and consumer benefits, ensuring consistency while enabling effective local adaptation.
• Consumer experience: Build a strong understanding of consumers, cultural trends and the competitive landscape, anticipating where needs and expectations are heading and translating insights into choices that keep the brands relevant, distinctive and winning.
• Budget, Media strategy and effectiveness: Lead brand marketing budget planning and management within agreed investment guidelines and category strategies. Set the strategic direction for media together with internal and external experts. Track and report brand and campaign KPIs, and turn performance learning into optimization.
• Future-fit marketing: Use data, digital platforms, AI-enabled ways of working and test-and-learn approaches to increase speed, relevance, scalability and marketing impact.

You will report to the Director, Brand Experience. This is a permanent role, located in Vantaa, Stockholm or Copenhagen, where we mainly work onsite in our office. Regular travel within the Nordic and Central European markets is required.

You combine creative marketing expertise with strategic leadership, commercial judgement and a strong instinct for consumers, brands and growth. Curious and open to bold ideas, you bring a positive, collaborative approach that makes you enjoyable to work with. You challenge established thinking, turn insights into bold decisions and translate strategy into business results. You align teams across functions and markets around a clear direction, balancing long-term growth with decisive execution and a business-owner mindset.

We expect you to have:

• Proven senior brand or marketing experience, ideally in FMCG or a consumer-led business with responsibility for international, complex or multiple brands
• Strong expertise in brand strategy, positioning and integrated marketing
• Proven multi-market marketing leadership, balancing global direction with local needs
• Strong commercial and analytical skills, translating insights into business impact
• Experience managing agencies, marketing investments and effectiveness
• Strong stakeholder leadership and influencing skills in a matrix organization
• Good understanding of digital and AI-enabled marketing
• Relevant Master’s degree or equivalent experience
• Fluent English; Nordic languages are an advantage