Senior Brand Manager
We are proud of our heritage and position as one of Europe’s largest specialist food companies, manufacturing and supplying authentic global foods which serve the chefs and owners of restaurants and takeaways, as well as a diverse range of consumers. With a strong portfolio of leading brands including Lucky Boat, Elephant Atta, Rajah, Green Dragon and Patak’s, our product range is as diverse as the people who chose to work here, and includes noodles, flour, rice, spices, sauces and oils. We pride ourselves on our passion for food and people, where collaboration, diversity, and inclusion are integral in everything that we do. This is underpinned with our employee resource groups where members and allies help create an inclusive environment and special events are celebrated. Westmill is a place where no one feels like the new person for long and everyone has the chance to make a real difference to the business by being their authentic selves.
Overview Of Role
As Senior Brand Manager, you’ll take ownership of developing and executing commercial brand strategies for Green Dragon and Elephant XL, two key brands within our portfolio, while also supporting a range of products that serve the Afro-Caribbean community. You’ll bring a sharp commercial mindset to help grow these brands in competitive, commoditised categories—driving branded sales, profit, and market share. Your work will unlock new market opportunities and deliver real competitive advantage. Green Dragon, a flagship brand across rice and flour, plays a pivotal role in Westmill’s growth, while Elephant XL is a rising star in the extra-long basmati rice segment with exciting potential. You’ll be the marketing point person for Afro-Caribbean products, manage budgets for both brands, and collaborate within a close-knit team of five, reporting directly to the Head of Brands.
Key Accountabilities
* Develop, deliver and evaluate commercial plans that drive brand growth (annual and 3 year) including:
o Performance Analysis (portfolio, channel, category)
o Positioning & communications strategy
o Pricing & Promotions strategy
o Competitors insights
o NPD pipeline, where applicable.
o leveraging learnings and insights
* Brand P&L management; evaluating the commercial levers to drive growth.
* Develop deep understanding of end user audiences (consumer and chef) to build insightful based plans.
* Develop and implement annual marketing activity calendar.
* Manage performance of brand to agreed KPI’s.
* Liaise with and manage internal stakeholders to ensure alignment against plans.
Active member of Rice Segment team.
The Right Person
You’ll bring proven FMCG experience, ideally within the food sector and a strong track record of driving profitable brand growth. Commercially astute, you’re confident owning the full P&L and managing budgets for your brands, using financial data and consumer insights to inform strategic decisions and deliver measurable business results. You’ll combine strategic brand leadership with hands‑on execution, from developing impactful brand plans and communications to leading NPD and innovation projects that strengthen market position and deliver ROI. A natural self‑starter with a will‑to‑win mindset, you thrive in fast‑paced environments and bring a pragmatic, results‑driven approach to challenges. You’re an influential team player who builds trusted relationships across functions, values diversity, and collaborates effectively to achieve shared goals. Flexibility and a willingness to travel are key, as is a genuine interest in the UK Ethnic Market. If you hold a relevant UK degree (or equivalent), have a strong commercial mindset, and are passionate about making an impact, this could be the perfect next step for you.
Benefits
Additionally, you will have access to a of benefits aimed at enhancing your wellbeing both at home and at work; from a free and confidential 24/7 Employee Assistance Programme to access to affordable loans and financial education, electric vehicle and cycle to work salary sacrifice schemes, an option to buy additional holidays and a day dedicated to volunteering in your local community. You will also have access to our benefits platform Extra Spice from day one, offering a huge variety of retail and leisure discounts.
* A competitive salary and car allowance
* ABF Pension Scheme membership
* An annual Incentive Plan
* Private Healthcare
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