Senior Brand Manager, U.K.
Full-Time | London
About Doughlicious
Doughlicious is a fast‑growing international snack brand, offering a portfolio of cookie dough‑led treats across frozen, chilled, and ambient categories. Our range includes Cookie Dough & Gelato Bites, Ready‑to‑Bake Cookie Dough, and Soft‑Baked Cookies. In the UK, our products are listed across major grocery retailers and foodservice partners, with continued growth momentum across channels and categories.
We are now seeking a Senior Brand Manager to lead brand strategy, campaigns, innovation planning, and in‑market activation for the U.K. market.
Role Overview
The Senior Brand Manager will own the end‑to‑end brand agenda in the UK, shaping brand strategy, leading cross‑functional workstreams, and delivering commercially effective marketing programs. This role requires strategic thinking, strong project leadership, and hands‑on execution across brand, shopper, and digital channels.
You will work closely with U.K. Commercial, NPD, Supply Chain, and the Global Marketing team, as well as external agencies and retail partners.
Key Responsibilities
Brand Strategy & Planning
* Lead brand planning for the U.K. market, including brand strategy, objectives, channel priorities, campaign calendar, and investment allocation.
* Ensure brand positioning and messaging is clear, consistent, and distinctive across all consumer touchpoints.
* Conduct regular competitor reviews, category analysis, and insight work to identify growth opportunities.
Campaign Development & Execution
* Lead the planning and execution of integrated campaigns, spanning digital, social, OOH, PR, earned, experiential, and shopper.
* Manage agency partners (creative, PR, media, shopper) to deliver aligned and impactful brand activity.
* Oversee influencer strategy and content creation pipeline to drive brand relevance and talkability.
Innovation & Packaging
* Lead U.K. innovation and renovation projects in collaboration with NPD and Operations, managing concept development, consumer testing, design routes, and launch readiness.
* Own packaging development for U.K.‑led initiatives, ensuring brand consistency and shopper clarity.
Retail & Shopper Activation
* Partner with U.K. commercial teams to develop retailer sell‑in stories, trade activation plans, and POS materials.
* Manage retailer media and shopper marketing programs to drive trial and rate of sale in key accounts.
* Support field marketing teams with sampling, demos, pop‑ups, and trade events.
Digital & Website
* Oversee UK digital content and brand presence online, including website, CRM/email, and social media direction.
* Lead content strategy with assistance from social media manager.
Performance & Budget
* Own brand budget planning and management, ensuring investment is efficient and aligned to KPIs.
* Track, analyze and report campaign performance and brand health metrics, recommending optimisation plans.
Team Leadership
* Line manage and develop a junior brand team member, setting priorities and supporting career development.
Skills & Experience
* Degree level education, ideally in Marketing, Business, Brand, or related field.
* 5+ years in FMCG brand management, ideally with experience in grocery‑led branded products.
* Demonstrated experience planning and executing fully integrated brand campaigns.
* Strong commercial acumen and ability to translate insight and category data into strategy and execution.
* Proven leadership of multi‑functional project teams and external agency partners.
* Experience managing innovation and packaging development from concept to shelf.
* Skilled in prioritisation, managing multiple timelines, and operating in a fast‑growth environment.
* Excellent written and verbal communication skills, with confident presentation ability.
* Creative thinker with a hands‑on, proactive, solutions‑focused approach.
Preferred Experience (Nice to Have)
* Experience working in chilled, frozen, snacking, or premium food categories.
* Familiarity with retailer media networks and shopper marketing activation.
* Experience with influencer marketing and earned / PR‑driven brand building.
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