Product Brand Manager

Position: Product Brand Manager (Permanent)
Location: Glenfield

Product Brand Manager
Working Pattern:
Monday–Friday, with flexibility occasionally required to support key launches and business priorities.

Location:

Leicester-based office, LE3 8JR
, with hybrid working (typically 3 days on site per week)
The role
The Product Brand Manager plays a critical role in shaping and delivering Jason’s Sourdough product agenda, ensuring the range continues to grow in a way that is consumer led, commercially robust and true to the brand.
Reporting into the Head of Marketing, this role is responsible for owning the product lifecycle end to end – from insight-led innovation and renovation, through launch planning and execution, to ongoing optimisation and commercial performance.
This role blends strategic thinking with hands on delivery. It requires a strong understanding of consumers and shoppers, the ability to turn insight into clear product propositions, and the commercial acumen to build compelling selling stories for customers while having a clear understanding of product P&L contribution.
Working closely with NPD, Category, Sales, Operations and external agency partners, the Brand Manager will help ensure Jason’s products continue to stand out on shelf, perform in-market and strengthen the long-term brand.
This is a role for an FMCG Product Brand Manager who is excited by building brands through product excellence, thrives in a fast-moving challenger environment, and is ready to take ownership of meaningful projects with real commercial impact.
The main responsibilities include:
Product Brand Management & Range Ownership

* Own day to day Product Brand Management across the entire Jason’s Sourdough range.

* Ensure products are positioned clearly and consistently in line with brand strategy and consumer needs.

* Manage the full product lifecycle, including launch, optimisation, renovation and rationalisation.
Consumer Insight & Product Strategy

* Develop a deep understanding of Jason’s core consumers, occasions and motivations.

* Work with the Category Manager and insight partners to generate actionable consumer and shopper insight.

* Continuously assess product performance and consumer feedback to inform improvements and future pipeline development.
Innovation (NPD) & Launch Management

* Support the development of the NPD pipeline in close partnership with NPD, Category and the Head of Marketing.

* Lead product specific elements of innovation projects, from concept development through to launch.

* Own go to market planning for new products, including proposition, naming, packaging, messaging and launch activation.

* Coordinate cross-functional launch readiness, ensuring Sales, Operations and Customer Service are aligned.
Packaging Development & Design

* Lead packaging development for new products and renovations, working with design agencies and internal stakeholders.

* Ensure packaging is distinctive, on-brand, compliant and effective at communicating key product benefits on shelf.
Commercial & P&L

* Work cross functionally to build strong commercial rationales for product decisions, balancing consumer value with business performance.

* Support pricing strategy development in collaboration with Sales and Category.

* Monitor product performance post-launch and recommend actions to drive sustainable growth.
Sales Selling Stories

* Develop compelling product selling stories and materials to support conversations with retailers.

* Partner closely with Sales to ensure product propositions are clear, relevant and customer ready.

* Support customer presentations, range reviews and innovation sell-in where required.
Product Specific Promotion & Activation

* Lead product specific promotional planning in collaboration with Category, Sales and Retail Marketing.

* Ensure promotional activity supports both brand and commercial objectives.

* Evaluate promotional performance and feed learnings back into future planning.
Cross Functional & Agency Collaboration

* Work closely with NPD, Category, Sales, Operations and Supply Chain to deliver aligned product plans.

* Manage artwork development, approval processes and timelines in collaboration with Operations and Technical teams
About Us
At Geary’s Bakeries, we’re on…