GLOBAL SENIOR BRAND MANAGER - PNA

Asahi Group; Woking; On-site; GBP 85,000 - 115,000; Full time

Job summary

Asahi Europe & International is seeking a Global Senior Brand Manager based in London to lead shopper marketing, occasion development and trade activation for Peroni Nastro Azzurro across global markets. The role demands strategic thinking, strong execution and collaboration with local markets, agencies and commercial teams to deliver premium brand experiences.

The ideal candidate has extensive FMCG marketing experience, international exposure and a proven ability to drive growth through

Qualifications

• 6+ years of professional experience in FMCG/consumer goods.
• International experience required (not necessarily work related).
• Proficiency in English a must; Italian a benefit.
• Strong written and verbal communication skills.
• Commercial and delivery focused mindset.
• Generalist marketing background with a strong commercial focus.
• Consumer, shopper and market-centric mindset with curiosity and passion for premium brands.
• Strong project leadership skills with attention to detail and executional excellence.
• Ability to influence, inspire and align multiple agency and stakeholder groups behind a brand vision.
• Strategic thinker balancing long-term brand building with short-term opportunities.
• Commercial acumen with understanding of channels, RTM and customer requirements.
• Builds high-performing agency partnerships delivering strategic, creative and commercial value.

Responsibilities

• Lead global shopper marketing, occasion development and trade activation across Peroni Nastro Azzurro.
• Develop globally scalable occasion platform communications for market implementation and growth.
• Partner with local marketing, trade marketing and commercial teams to sign off local activation plans.
• Create brand toolkits and assets with international agencies for consistent rollout.
• Establish activation effectiveness frameworks and track performance across markets.

Skills

FMCG experience

International experience

English proficiency

Italian beneficial

Communication skills

Commercial mindset

Generalist marketing

Consumer shopper mindset

Project leadership

Influence stakeholders

Strategic thinking

Channel & RTM knowledge

Agency partnerships

Job description

Asahi Europe & International is a premium scale brewery group headquartered in Prague with operations spanning Czech, Slovakia, Poland, Romania, Hungary, Netherlands, Italy, UK and with exports to over 90 countries. With over a 128 years of history, our portfolio includes premium local and international brands including Pilsner Urquell, Tyskie, Dreher, Kozel, Peroni, Grolsch and Japan’s most well‑known beer Asahi Super Dry. With 15 world class breweries and around 10,000 people, we leverage our scale, our heritage, our brands as well as the capability and passion of our people to accelerate growth and the development of the category both locally and abroad.

Functional overview

Based in London and reporting to the Global Senior Marketing Manager, the Global Senior Brand Manager will act as the global centre of excellence for shopper marketing, occasion development and trade activation across the Peroni Nastro Azzurro portfolio.

The role is responsible for translating global brand strategy into compelling activation frameworks that drive recruitment, conversion and premium value growth across channels and markets. Through the development of world‑class activation toolkits, occasion platforms, bartender advocacy programmes and serve strategies, the role will elevate how consumers experience Peroni Nastro Azzurro across all online and offline trade environments.

Working closely with local market teams, commercial functions and agency partners, the role will champion best practice activation, build trade capability across the global network and establish execution standards that deliver consistent premium brand experiences while allowing flexibility for local market needs. The individual will be responsible for driving consistent implementation across PNA’s global markets, delivering consistency across Equity, Communications, Partnerships and Innovation teams to ensure a connected and cohesive brand experience at every consumer touchpoint.

We are looking for a commercially‑minded marketer with strong shopper and activation expertise, a passion for premium brands and a proven track record of influencing across international markets. The successful candidate will combine strategic thinking with operational excellence and possess a consumer & customer mind‑set.

Main purpose of the job

The Global Brand Team aims to spread the message of our brands worldwide to make them famous and support the long‑term success of the brands. It is responsible for developing and producing world‑class marketing and trade marketing assets through cross‑functional and cross‑markets collaboration to maximize synergies.

Accountabilities and deliverables

Lead the Global shopper marketing, occasion development and trade activation across the Peroni Nastro Azzurro portfolio. Develop global activation principles, frameworks and best‑practice standards that deliver premium visibility, activation effectiveness and execution excellence across key channels.

Lead the development of globally scalable occasion platform comms that strengthen the role of Peroni Nastro Azzurro across key consumption moments, ensuring platforms are designed for effective market implementation and global commercial growth.

Act as the primary global activation partner for local marketing, trade marketing and commercial teams. Maintain a proactive and integrated approach with lead growth markets, which will include the development and sign off of local market activation plans, BTL and visual brand identity implementation.

Develop effective marketing communication and trade assets in partnership with international agencies as part the core Creative Idea for markets to ensure consistent and successful global brand rollout. Ensure the timely provision of brand toolkit to service markets, providing advice where necessary and ensuring that the toolkit remains up to date.

Establish activation effectiveness frameworks and clear success metrics across shopper marketing and trade programmes with local markets. Track adoption, monitor performance and identify opportunities to increase the effectiveness and efficiency of activation investment.

Qualification criteria

6+ years of professional experience, preferably in a FMCG/consumer goods organization.

International experience required (not necessarily work related)

Proficiency in English a must, Italian a benefit

Strong written and verbal communication skills.

Commercial and delivery focused mindset.

Should have a generalist marketing background with a strong commercial focus.

Consumer, shopper and market‑centric mindset with strong curiosity and a passion for premium brands.

Strong project leadership skills with exceptional attention to detail and executional excellence, whilst allowing deadlines to be met in full.

Demonstrates the ability to influence, inspire and align multiple agency and stakeholder groups behind a unified brand vision.

Strategic thinker with the ability to balance long‑term brand building with short‑term commercial opportunities.

Commercial acumen with strong understanding of channel dynamics, route‑to‑market and customer requirements.

Builds high‑performing agency partnerships that consistently deliver strategic, creative and commercially effective solutions.

We are committed to nurturing a workplace where we celebrate and respect difference, and support everyone to be true to who they are! At Asahi Europe and International we believe you can SHINE AS YOU ARE - no matter your age, gender, ethnicity, sexual orientation, disabilities, religion, or beliefs. We want to support you to be courageous in your individuality and to know that whoever you are and whatever your circumstances, you can belong with us without having to conform.