Senior Brand Manager Quaker BNLX

Overview

The Senior Brand Manager Quaker BNL reports to the Senior Marketing Manager Other Savoury & Grains NE and is responsible for developing and executing the short- and long-term growth strategy for the Quaker brand in Belgium, the Netherlands, and Luxembourg.

The role owns the brand strategy, innovation pipeline, annual marketing plan, and business performance, with a clear focus on accelerating sustainable growth. It includes full accountability for annual plans and cross-functional leadership across the commercial organization to deliver Business Unit targets.

Responsibilities

Brand Strategy, Annual Planning & Performance Management

 

· Develop and execute the brand strategy and annual marketing plans for Quaker Cruesli and Oats across BNL in close partnership with cross-functional teams.

· Deliver annual business objectives, including Net Revenue, Market Share, and Profit, through flawless execution of integrated multi-market initiatives.

· Drive the successful launch and commercialization of innovations to strengthen portfolio performance and deliver sustainable growth.

· Monitor brand and business performance, including brand equity, household penetration, innovation performance, and financial results, and implement corrective actions when required.

· Partner with Sales and Category teams to ensure brand priorities are reflected in customer and growth plans.

 

Portfolio Management & Innovation

· Identify emerging consumer needs and portfolio opportunities in collaboration with Consumer Insights and R&D to shape the long-term innovation strategy, including Planet+ initiatives.

· Build and manage the innovation pipeline for Breakfast Grains (Cruesli and Oats) BNL, from concept development to product and packaging creation.

· Represent BNL markets within international Quaker sector team and ensure alignment with global and regional priorities.

· Lead end-to-end project management of NPD initiatives, ensuring compliance with PepsiCo stage-gate processes and effective coordination across Commercialization, Legal, Regulatory, R&D, Packaging, Finance, and external agencies.

· Ensure all innovation projects are delivered on time, within scope, and to the required quality standards.

 

Brand Communication & Activation

· Ensure all brand assets, including packaging and creative materials, are optimized for local relevance and aligned with overall brand strategy.

· Develop and execute impactful communication and activation plans that strengthen brand equity and drive business growth.

 

Functional Leadership

· Manage the A&M budget effectively, ensuring strong investment discipline, forecasting, and performance reporting in partnership with Finance and Capabiity Centre.

· Build and maintain strong relationships with key Quaker markets across Europe, particularly the UK as the lead market for Oats, to share best practices, drive synergies, and support future portfolio development.

· Lead and influence cross-functional teams to deliver business objectives and ensure excellent execution of plans.

Qualifications

Proven experience in a Brand Manager or Senior Brand Manager role within FMCG.

 

· University degree in Marketing, Business, or a related field.

· Fluent in Dutch and English; French is an advantage.

· Strong consumer-centric mindset and understanding of shopper behavior.

· Strategic thinker with strong commercial and analytical skills.

· Proven ability to lead and influence cross-functional teams.

· Strong project management and execution capabilities.

· Result driven

· Ability to translate insights into actionable growth opportunities.

· Solid understanding of market dynamics, consumer trends, and brand-building principles