Job Purpose

Lead the development and co-ordination of the strategic brand plans for Customer Own Brand (COB) retail business and Out of Home, based on consumer and market insights.

This creative and commercial marketing role is responsible for the delivery of COB performance targets (COB Brand value £30m) whilst having shared responsibility for UK Fish business performance KPIs. This candidate will also play an important role in helping us to deliver our Business to Business (B2B) growth targets – doubling our current business to £30m within the next 3 years.



  • Lead the development and implementation of the brand plans, based on consumer and market insights.
  • Responsible for the full marketing mix to deliver business and brand targets, and recommend corrective actions.
  • Lead the strategic product and packaging development for COB and Out of Home, working with insight and innovation teams.
  • Lead the creative development, management and evaluation of advertising activity across all consumer touch points.
  • Actively influence commercial discussions and suggest pricing strategies to grow share and profit.
  • Lead cross functional internal and external teams to deliver projects.
  • Be the brand champion for your area of responsibility, engaging with internal and external stakeholders.


Principal Responsibilities

  1. Work closely with Sales and Buying teams to identify and realise new business opportunities

  2. Take an active role in delivering the business KPI’s of turnover, volume and profit whilst leading the delivery of agreed COB brand share targets.

  3. Lead the COB brand strategy, working collaboratively with central teams and agencies to implement plans across the full marketing mix.

  4. Lead NPD/EPD streams, including generation of ideas, commercial viability, consumer validation, design and development and post launch support. Provide input and direction in to group blue sky projects.

  5. Create and present COB brand plans and product launches to relevant internal and external contacts such as retail buyers and suppliers. Develop external and internal stakeholder engagement plans.

  6. Lead pricing strategies, working closely with Buying, taking into account market conditions and business needs.

  7. Work with the insight and category teams to deliver consumer and shopper insights to deliver COB brand growth and shape future direction.

  8. Management and maximisation of marketing expenditure.

  9. Accurate reporting of brand/category and business performance with recommendations where appropriate.


Knowledge, Skills and Experience

Marketing Skills:

  • Strong experience in Consumer Brand Marketing in FMCG, ideally Food – min 7 years at a brand manager level or above.

  • Proven track record with several years of innovative new product development, including providing food development feedback.

  • Wide range of consumer insight methodologies (qualitative and quantitative )

  • Creation, implementation of communication strategies and media planning across a wide range of media channels.

  • Experience in developing and executing business and brand plans delivering growth and proven ROI for media activities.

  • Experience in developing and creating retailer activation plans.


Qualifications & Previous Experience

  • Experience in presenting to suppliers and customers, including presenting to major multiple grocers.

  • Commercial experience in P&L brand management not essential, but preferred.

  • Graduate calibre with business degree and ideally a marketing degree

  • Competent in use of Microsoft packages and knowledgeable of Kantar/ IRI preferred.

  • Able to travel UK/International if required.


Competences & Attitudes

  • Creative flair and eye for detail

  • Resilient, able to deal with challenges confidently and influence others.

  • Strong leadership and team working skills, especially with cross functional teams and those from different cultural backgrounds.

  • Strategic thinker with strong analytical skills, using data to provide insight and clear recommendations.

  • Quick learner, self-motivated, able to work on own initiative and agile.

  • Positive person, able to deliver impact and inspiration across teams

  • Highly organised with a proven ability to work in a fast-paced, high pressure environment with multi-tasking.

  • Strong commercial acumen

  • A passionate person who loves food and happy to eat Fish


How to Apply

Please forward a copy of your CV and covering letter to:


Princes Limited is committed to equality of opportunity. All applicants will be judged solely on their merits

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