The Senior Brand Manager for Seasonal & Event Activation will lead and deliver the NL growth plans laid out in Cell x Cell Design Solution for Multibrand seasonal and Event activation across the full portfolio, Lay’s, Doritos, Cheetos, Sensations and Occasion Based Packaging a 3+ year horizon. The job holder will lead our thinking and execution for all seasonal and event activation working closely with the ‘Power of One’ and E2E Commercial team to maximise portfolio execution. The job holder will also seek to identify and grow sharing across other key seasonal moments like Carnaval, Kingsdag, Summer, Halloween, Sinterklaas, Christmas and identify new opportunities (like Football in 2026). The job holder will be responsibility for portfolio management, renovation, innovation and creative development (also leveraging and tailoring work from Global, Sector, UK).
The role will work closely with Insights to deliver most relevant and compelling portfolio to understand the role each of the brands play in growing penetration. They will work with: Sales to build the most compelling plans in store; Creative agencies & TCP to deliver effective media & creative campaigns; Supply to optimise service & futureproof our manufacturing capability and NRM teams to maximise effectiveness of portfolio. The Senior Brand Manager for Seasonal & Event Activation will need to deliver plans that increased penetration, net revenue growth, and SOM while making optimal use of the A&M resources. The role will report to the Marketing Director Lays & Seasonal & Events – BNL
Responsibilities- Leadership of Sharing strategy across Savoury core and OBP packaging with the aim of driving growth across key events and seasons namely: Carnaval, Kingsdag, Summer, Halloween, Sinterklaas, Christmas
- In partnership with Lays Director & OBP Marketing Manager, sets the strategy for 3+ years ahead understanding the role of the different brands can play in building recruitment across the sharing portfolio.
- Development and delivery of strong in year calendar plan, across renovation, innovation & activation.
- Lead and coach the mulitbrand, shopper and sales teams to deliver strong execution plans to achieve the in-year commercial plan on Seasonal & Event Activation.
- Raise the bar on creative through high levels of collaboration with internal & external agency partners.
- Partner with the breakthrough innovation & R&D teams to develop a strong innovation pipeline.
- Build a high performing & engaged team - supporting x1 direct report with personal development (2025+)
- Be the expert on performance of the portfolio and taking timely intervention where required.
- Engage the sales team, including sales conference & brand-sell.
- University Degree
- Minimum of 7-8 years experience in a shopper/marketing/commercial position within the FMCG industry
- Independent, result‑oriented, initiative, analytical and ambitious
- Solid understanding of category management concepts and principles
- Good understanding of the customer, category, and the shopper landscape, esp in NL
- Excellent communication and influencing skills, knowing how to navigate in a matrix organisation
- Use to navigate and work in a digital environment – you have genuine interest in how the company operates in this area and are keen on keeping track of the latest developments in the world of digitalization
- Consumer centric thinking and perfect execution
- Functional (shopper) marketing/brand building skills
- Strong Commercial acumen
- Fluent in English, and Dutch preferred
€70000 - €95000 monthly