Brand Manager

About the role

We are looking for a Brand Manager, Early Life, to manage the in‑market execution of the UK Goodies brand portfolio plans. Goodies is a globally developed brand by the Hero Group and launched in the UK in 2025.

This role will report to the Marketing Manager, Early Life and will be working with the Category and UK teams to execute the global brand strategy within the UK, to include commercialisation of innovation pipeline, input into innovation (NFD/EPD), and ensure the brand is executed in a relevant way for UK consumers.

Working cross‑functionally with Global Category team, UK Commercial, Communications, Digital, and external partners to execute the Goodies brand through insight‑led decision making, compelling commercial execution, and rigorous performance management.

Key relationships internally include all Hero UK&I teams including Marketing & Sales, Finance and all the key stakeholders within Hero business – Marketing Excellence, Category Teams.

Key relationships externally include Packaging & Design agencies.

Portfolio execution and pipeline feasibility

• Lead the execution of Goodies portfolio in the UK, including the full NFD pipeline, working closely in collaboration with the Category team and UK stakeholders to review feasibility and scale for UK market.
• Partner with the UK Early Life and Category teams to align on a robust 2–3‑year innovation roadmap aligned to Category team strategy and local market opportunities.
• UK ambassador for all brand and packaging execution – ensuring local market inputs are considered in all packaging design and development.
• Lead the commercial team in delivering best in class execution of the Goodies portfolio, with a strong focus on managing core SKUs and landing innovation.
• UK brand guardian across all executional touchpoints across shopper and retail channels (In‑store, online, OOH).
• Working with the Sales team on delivering against the Goodies channel strategy – building mental and physical availability.
• Supporting the Early Life Marketing Manager develop compelling, insight‑driven selling stories that create “wow” moments for customers and drive retailer engagement.
• Support customer‑facing teams with clear, persuasive commercial narratives.

Insight & Research Ownership

• Evaluate research outputs and translate insights into clear recommendations for the business, including the annual brand health tracker.
• Disseminate findings to cross‑functional teams to inform decision making and future planning.

External Partnership Management

• Collaborate with external partners e.g. BBC on Goodies opportunities for UK market.
• Oversee execution of joint initiatives and evaluate performance to maximise brand impact.
• Lead the rolling performance review of the Goodies portfolio, identifying risks, opportunities, and required interventions.
• Deliver the annual portfolio SWOT analysis with associated action plans to drive growth and efficiency.
• Monitor in‑market performance and recommend strategic adjustments.
• Own UK inputs to Global Category trackers and represent the UK team and key forums.

Pricing & Promotional Strategy

• Review and track portfolio pricing versus marketplace – make relevant recommendations.

Brand & Communications Collaboration

• Work closely with the Global team and Senior Communications Manager and Digital team to develop core communication briefs.
• Ensure brand priorities are brought to life consistently across all consumer touchpoints.

Essential skills and experience

• Degree level or equivalent.
• Strong experience in brand management, portfolio strategy, or innovation within FMCG.
• Experience leading cross‑functional teams and influencing stakeholders at all levels.
• Demonstrated experience developing and executing innovation pipelines (NFD/EPD).
• Strong commercial acumen with the ability to translate insights into compelling selling stories.
• Excellent analytical skills with experience in performance management and portfolio optimisation.
• Ability to manage external partners and build productive, long‑term relationships.
• Strong communication and brief writing skills, particularly for research and creative development.
• Confident working with research…