Commercial Director Branded Products

This position carries full ownership of the branded P&L, market and channel prioritisation, pricing architecture, distribution expansion, and activation strategy across European and international markets.

Main focus:

• Branded revenue, profit, and market share growth
• Brand equity and awareness
• Innovation success rate and speed to market
• Distribution gains and customer retention
• ROI on marketing and trade investments
• Forecast accuracy and working‑capital efficiency

Main responsibilities:

• Define and execute the growth strategy for European and international markets.
• Set market, channel, and customer priorities to drive profitable expansion.
• Represent the consumer and market perspective within senior leadership.
• Lead brand plans, commercial forecasts, pricing strategy, and trade investment allocation.
• Oversee competitive analysis, category reviews, consumer insight programs, and performance dashboards.
• Lead brand positioning, messaging, visual identity, and portfolio architecture.
• Oversee integrated marketing campaigns, digital initiatives, PR, and trade communication.
• Ensure packaging, POS materials, and digital touchpoints remain aligned with brand identity.
• Strengthen brand value through trade marketing, promotions, and ROI‑driven activation plans.
• Manage the innovation pipeline for branded and private‑label products.
• Identify category trends, whitespace opportunities, and new growth areas.
• Direct concept creation, consumer validation, packaging development, and line extensions.
• Ensure innovation projects meet margin, operational, and sustainability requirements.
• Deliver annual revenue, volume, margin, and market share goals.
• Lead distributor negotiations, retail listings, and expansion in high‑potential markets.
• Oversee pricing, margin management, product mix optimisation, and stock management.
• Improve forecast accuracy and customer service levels.
• Lead Brand, Innovation, Communication, and Branded Sales teams.
• Hire, mentor, and develop talent, driving accountability and high performance.
• Work closely with Supply Chain, Finance, and Production to ensure accurate demand planning and profitable execution.
• Represent the company at trade fairs, industry events, and customer meetings.