Brand Manager

Elite Fancy Food Co.; Ar Rass, Jeddah; On-site; SAR 180,000 - 280,000; Full time

Job summary

Elite Fancy Food Co. seeks an experienced Brand Manager for Healthy Snacks & Confectionery to lead growth, positioning, and portfolio strategy in Saudi Arabia. You will drive brand equity, manage end-to-end strategy, packaging, and innovative initiatives across modern trade, impulse channels, and e-commerce.

The role requires 4–7 years of FMCG brand management in Saudi Arabia, strong P&L and analytics capability, and bilingual Arabic/English communication for senior leadership reporting.

Qualifications

• Bachelor’s degree in Marketing, Business Administration, or related field (MBA or post-grad an asset).
• 4–7 years brand management experience in FMCG/CPG within Saudi Arabia, with confectionery/functional snacks exposure.

Responsibilities

• Develop and execute annual brand plans tailored to Saudi consumer dynamics and wellness trends.
• Own brand P&L, track revenue, margins, volume targets and trade spend efficiency.
• Plan A&P budget and measure ROI across digital, retail, and sampling initiatives.
• Lead NPD and line-extension pipeline for healthy snacks and confectionery lines.
• Oversee packaging development, artwork lifecycles, and regulatory-compliant nutrition labeling.

Skills

Brand management

P&L management

Marketing analytics

Stakeholder management

Education

Bachelor’s degree in Marketing/BA

MBA or relevant post-grad (asset)

Tools

Nielsen data

POS/retail analytics

Job description

We are seeking an experienced, commercially driven Brand Manager – Healthy Snacks & Confectionery to lead the growth, positioning, and portfolio strategy across the Saudi market.

In this role, you will champion our healthy indulgence, functional snacks and confectionery brands. You will oversee end-to-end brand strategy, compliant packaging and pipeline innovation to high-impact trade activations across modern trade, impulse channels, and e-commerce.

Key Responsibilities

1. Brand Strategy & Localization

• Build and execute annual brand plans (ABP) tailored to Saudi consumer dynamics, catering to rising wellness consciousness, active lifestyle segments, and snacking habits.
• Drive brand equity, awareness, and loyalty across key demographics (young professionals, fitness-oriented shoppers, families).

2. P&L & Commercial Management

• Own the brand P&L, tracking revenue, gross margins, volume targets, and trade spend efficiency.
• Plan and manage the Annual Advertising & Promotion (A&P) budget, measuring ROI on digital, retail, and sampling initiatives.
• Monitor retail audit data, Nielsen, POS data, and competitive pricing across hypermarkets, supermarkets, and convenience stores to spot white-space opportunities.
• Lead the New Product Development and line-extension pipeline for healthy snacks, bars, and confectionery lines.
• Manage packaging development and artwork lifecycles in collaboration with creative agencies and print suppliers, ensuring alignment with Saudi consumer aesthetic preferences.
• Partner with regulatory and quality teams to ensure all packaging, nutrition fact tables, front-of-pack claims (traffic-light labeling, calorie declarations, allergen advice), and ingredient lists comply fully with SFDA regulations.

4. 360 Integrated Marketing & Consumer Engagement

• Develop digital-first marketing campaigns leveraging localized Arabic storytelling across high-engagement platforms (Snapchat, TikTok, Instagram).
• Design strategic community activations, such as gym partnerships, padel/running event sponsorships, health expos, and high-footfall sampling drives.
• Manage brand presence across seasonal Saudi peaks (National Day, Ramadan, Eid, back-to-school) with distinct healthy gifting and festive confectionery concepts.
• Work closely with the Modern Trade, Traditional Trade, and Horeca sales teams to design optimized planograms, eye-catching POSM/FSDUs, and impulse checkout displays.
• Secure priority off-shelf placement in high-growth channels: top modern trade chains, fitness centers, pharmacies, and quick-commerce platforms.
• Lead shopper marketing programs, bundled promotions, and trial-generation mechanics at the point of sale.

Required Experience & Education

• Education: Bachelor’s degree in Marketing, Business Administration, or related discipline (MBA or post-graduate degree is an asset).
• Experience: 4–7 years of brand management experience within FMCG/CPG in Saudi Arabia, with dedicated exposure to confectionery, packaged food, functional snacks, or dairy.
• Market Knowledge: Deep understanding of the Saudi retail landscape (Modern Trade key accounts, pharmacy impulse counters, convenience stores, and fast delivery/Q-commerce).
• Commercial & Analytical: Strong fluency in P&L mechanics, promotional elasticity, pricing ladders, and market audit data.
• Creative & Execution Drive: Proven eye for packaging design, shelf presence, and distinctive brand assets.
• Bilingual Communication: Fluency in Arabic and English (written and spoken) is essential for effective localized copywriting, creative direction, and senior leadership reporting.
• Stakeholder Management: Demonstrated ability to drive consensus across sales, supply chain, regulatory affairs, and external creative/media agencies.