We are seeking a commercially sharp and creative Brands Manager to lead and grow a portfolio of Premium+ third-party brands with strong on-premise relevance and proven contribution to business growth.

This role goes beyond classic brand building—it combines strategic brand advocacy with commercial and trade marketing execution to drive distribution, visibility, and sales performance.

As a Brands Manager, you will develop and implement marketing and brand strategies across multiple product lines, deliver integrated marketing campaigns, and shape pricing and trade marketing investment plans to strengthen market positioning. You will collaborate closely with Sales, Trade Marketing, Finance, and Supply Chain teams to ensure alignment of commercial and marketing objectives, while working with global brand owners, marketing agencies, and strategic partners to drive brand growth and enhance market visibility.

Key Responsibilities

Brand & Commercial Strategy

· Own marketing and brand positioning, annual strategy, and activation calendars for on- and off-trade.

· Translate brand equity into marketing and channel-specific commercial growth plans with clear targets and measurable outcomes.

· Define marketing and pricing strategies, promotion mechanics, and trade spend allocations to deliver GP and ROI targets.

Trade Marketing & Customer Execution

· Partner with Sales and Customer Marketing to integrate brand marketing activity into trade channels.

· Ensure visibility and advocacy at the point of purchase—from menu placements and listings to shelf presence and promotional compliance.

· Develop sell-in tools and customer decks to support marketing presentations for distributor and key account execution.

Campaign Development & Activation

· Brief and manage agencies and media partners; deliver integrated marketing 360° campaigns (digital, influencer, experiential, shopper) from concept through execution to measurement.

· Lead brand participation in trade events and tent-pole moments (e.g., Bar Weeks, customer activations).

· Drive advocacy and engagement through Brand Ambassador collaboration.

Insights, Measurement & P&L

· Turn consumer, shopper, category, and customer data into actionable marketing plans.

· Monitor SKU and competitive performance using data sources (e.g., Nielsen, IWSR, Power BI).

· Own marketing and brand budgets and forecasts, track ROI of activations and trade investments, and report results to leadership and brand owners.

Innovation & NPD

· Build business cases for new products and pack formats, develop launch marketing plans, and manage post-launch performance reviews.

What You’ll Bring

· 5+ years in Brand, Trade, or Category Marketing experience in beverage/alcohol, FMCG, or hospitality sectors strongly preferred.

· Proven commercial acumen: pricing, promotion strategy, trade spend management, and post-campaign ROI analysis.

· Track record in delivering marketing 360° campaigns and customer-aligned activations that drive measurable growth.

· Strong agency management skills: clear briefs, disciplined project management, and creative judgment.

· Data-savvy: experience with Nielsen/IRI, IWSR, or BI tools; ability to translate insights into action.

· Excellent stakeholder management across Sales, Finance, Supply Chain, and external partners.

· A “builder’s mindset”: proactive, organized, resourceful, and hands-on.

· Fluency in Russian (spoken and written) is a huge advantage to enable effective collaboration with global brand owners, stakeholders, and partners.

Key Success Metrics / KPIs

· Marketing ROI and campaign performance, measuring the effectiveness and return on advertising and promotional investments.

· Brand visibility and consumer reach, assessed through in-store execution, digital engagement, and market share growth.

· Consumer engagement and brand advocacy, including social, experiential, and trade activation impact.

· Alignment with global brand strategy, ensuring consistent marketing messaging, creative assets, and positioning across markets.

· Innovation success, measured by the effectiveness of new product launches, marketing rollout performance, and consumer adoption rates.

Success in the Role Looks Like

· 3 months: Full immersion into brand and marketing strategy; first integrated campaigns delivered with measurable engagement and ROI; performance reporting framework established.

· 6 months: Marketing plans fully implemented across key channels; enhanced brand visibility and consumer engagement metrics achieved; budget efficiency and marketing ROI tracked consistently.

· 12 months: Sustained improvement in brand health indicators and market share; scalable marketing playbooks in place; strong marketing pipeline developed to support continued portfolio growth.

Disclaimer: Amber Beverage Group is an equal opportunity employer that values workforce diversity. By embedding diversity into all aspects of our culture, we maximize the opportunity to achieve sustainable business success.