🔹 Job Title: Brand Manager - Carlsberg UK
🔹 Company: Carlsberg
🔹 Location: Field Based
🔹 Job Type: 12 Month FTC - Full Time
🔹 Date Posted: July 1, 2025
🔹 Experience Level: 2-5 years
🔹 Remote Status: On-site/Hybrid
🔹 Work Arrangement: Hybrid (1 day per week in the office)
🚀 Job Overview
Key aspects of this role include:
1. Brand Management: Overseeing the Carlsberg brand in the UK, the largest global market for Carlsberg.
2. Campaign Development: Developing and executing effective marketing campaigns to drive brand performance.
3. Innovation: Shaping the future of the brand through innovation and strategic planning.
4. Partnership Management: Leveraging partnerships with Liverpool FC and UEFA to maximize brand exposure.
5. Cross-Functional Collaboration: Working closely with marketing, sales, and planning teams to deliver maximum value.
ASSUMPTION: This role requires a driven and ambitious marketer ready to deliver a step-change in brand performance and have fun while doing it.
📋 Key Responsibilities
🔹 Brand Strategy & Planning:
- Develop and deliver clear and focused plans to drive ROI on ATL and BTL investments.
- Drive overall profitable growth of the brand P&L.
- Influence cross-functional teams to deliver maximum value for customers, consumers, and the organization.
🔹 Brand Execution & Distribution:
- Work closely with sales teams to drive brand distribution and ensure gold standard execution.
- Manage the marketing budget and spend on a day-to-day basis.
- Protect brand attributes across internal stakeholders and maintain relationships with brand and agency partners.
🔹 Innovation & Sponsorship:
- Develop and execute the innovation pipeline to drive brand strategy and agenda, measured by market return.
- Oversee sponsorship and activation to ensure it delivers brand ROI.
ASSUMPTION: Success in this role depends on the ability to operate at pace, lead confidently, and adopt a hands-on approach to delivering success.
🎯 Required Qualifications
Education:
- Bachelor's degree in Marketing, Business, or a related field.
Experience:
- Proven experience in brand management and brand marketing for a recognized FMCG brand.
- Strong leadership skills and the ability to operate at pace.
- Broad experience and understanding across marketing fundamentals.
- Commercially confident, with the ability to turn insight into recommendations and actions to rectify/grow performance.
- Fast-paced, commercial, and decisive, understanding the needs of customers, consumers, and the business.
Skills:
- Excellent leadership, planning, and execution skills.
- Strong analytical and problem-solving abilities.
- Strong communication and interpersonal skills.
- Proficiency in Microsoft Office Suite and marketing tools.
- Experience with CRM and marketing automation tools is a plus.
ASSUMPTION: Candidates should have a proven track record in brand management and be comfortable working in a fast-paced, commercial environment.
💰 Compensation & Benefits
Salary Range: £45,000 - £55,000 per annum (based on industry standards for a Brand Manager role in the UK, experience level, and location)
Benefits:
- Car allowance
- Monthly product allowance (alcoholic & non-alcoholic options available)
- Private medical options
- Life assurance
- Company bonus scheme
- Access to 24/7 GP services
- Enhanced pension contribution
- Generous holiday (inc. bank holidays)
- Access to a range of high street discounts
Working Hours: Full-time (40 hours per week) with flexibility for national travel to support customer meetings and brand events.
📌 Applicant Insights
🔍 Company Context
Industry: Food and Beverage Services
Company Size: 10,001+ employees
Founded: 1847
Headquarters: København V, Hovedstaden, Denmark
Specialties: Drinks, Consumer Goods, FMCG, Beer, Brewing, Research, Marketing, Sales, Customer Relations, Corporate Social Responsibility (CSR), Emerging Markets, and Supply chain
Company Description: Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. Our beer portfolio spans core beer brands, local power brands, international premium brands, craft & speciality brands, and alcohol-free brews. Our brands are enjoyed in more than 150 markets across Western Europe, Asia, and Central & Eastern Europe, and we hold a number 1 or 2 position in more than 20 markets.
📊 Role Analysis
Career Level: Mid-level (2-5 years of experience)
Reporting Structure: Reports to the Senior Brand Manager
Work Arrangement: Hybrid (1 day per week in the office, with travel to customer meetings and brand events)
Growth Opportunities:
- Potential to take on additional responsibilities and grow within the brand management team.
- Opportunities to work on high-profile campaigns and projects.
- Exposure to various aspects of the business, including sales, marketing, and planning teams.
ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to work on high-profile campaigns and projects and gain exposure to various aspects of the business.
🌍 Location & Work Environment
Office Type: Hybrid (field-based with regular travel to customer meetings and offices)
Office Location(s): Northampton, Wolverhampton, Hemel Hempstead, and London-based agencies
Geographic Context:
- Northampton: A large town in the East Midlands of England, with a population of around 225,000.
- Wolverhampton: A city in the West Midlands of England, with a population of around 256,000.
- Hemel Hempstead: A town in Hertfordshire, England, with a population of around 80,000.
- London: The capital and largest city of England and the United Kingdom, with a population of around 8.9 million.
Work Schedule:
- Monday to Friday, 9:00 AM to 5:30 PM (with flexibility for national travel)
- Occasional weekend work may be required to support customer meetings and brand events.
ASSUMPTION: This role requires a flexible and adaptable candidate comfortable with regular travel and occasional weekend work.
💼 Interview & Application Insights
Typical Process:
1. Online application submission.
2. Phone or video screening.
3. Face-to-face interview with the hiring manager and/or team members.
4. Final interview with the senior leadership team.
Key Assessment Areas:
- Brand management and marketing experience.
- Leadership and decision-making skills.
- Analytical and problem-solving abilities.
- Cultural fit and alignment with company values.
Application Tips:
- Tailor your resume and cover letter to highlight relevant experience and skills for this role.
- Prepare examples of successful brand campaigns and projects you've worked on.
- Research the company and the brand to demonstrate your enthusiasm and understanding.
ATS Keywords: Brand Manager, Carlsberg, FMCG, Marketing, Campaign Development, Innovation, Sponsorship, Leadership, Marketing Planning, Budget Management, Customer Relations, Sales, Consumer Understanding, P&L Management, Marketing Fundamentals, Commercial Acumen, ASSUMPTION: This role requires a strong understanding of brand management and marketing fundamentals, as well as the ability to operate at pace and make confident decisions.
🛠 Cultural Fit Considerations
Company Values:
- Passion for quality and innovation.
- Respect for people and the environment.
- Responsibility for our actions and their impact.
- Collaboration and teamwork.
- Integrity and honesty.
Work Style:
- Fast-paced and commercial, with a focus on delivering results.
- Collaborative and team-oriented, with a strong emphasis on cross-functional teamwork.
- Data-driven and analytical, with a focus on using insights to inform decision-making.
- Adaptable and flexible, with a willingness to take on new challenges and learn continuously.
Self-Assessment Questions:
1. How do you align with the company's values, particularly 'passion for quality and innovation' and 'responsibility for our actions and their impact'?
2. How do you approach working in a fast-paced, commercial environment, and how do you ensure you maintain a strong focus on delivering results?
3. Can you provide an example of a time when you had to adapt to a significant change or challenge, and how did you approach it?
ASSUMPTION: Success in this role depends on a strong cultural fit with the company's values and work style, as well as the ability to thrive in a fast-paced, commercial environment.
🛠 Potential Challenges
Challenges Specific to This Role:
1. Managing a high-profile brand with a long history and significant market presence.
2. Balancing the need for innovation and change with the desire to maintain the brand's core identity.
3. Working with a diverse range of stakeholders, including marketing, sales, and planning teams, as well as external partners and agencies.
4. Managing a significant marketing budget and ensuring maximum ROI on investments.
5. Balancing the demands of a fast-paced, commercial environment with the need for strategic, long-term planning.
Challenges Specific to the Company/Industry:
1. Navigating a competitive and dynamic market landscape.
2. Adapting to changes in consumer behavior and preferences.
3. Balancing the need for growth and innovation with the responsibility to act sustainably and ethically.
4. Managing a complex and global supply chain and logistics network.
Challenges Specific to the Work Arrangement:
1. Balancing the demands of field-based work with the need for regular travel to customer meetings and brand events.
2. Managing the expectations and needs of a diverse range of customers and consumers.
3. Ensuring consistent and high-quality brand execution across a wide range of touchpoints and channels.
ASSUMPTION: Success in this role requires a strong understanding of the unique challenges and demands of managing a high-profile brand in a fast-paced, commercial environment, as well as the ability to navigate the complexities of a global organization and supply chain.
📈 Similar Roles Comparison
Comparison Points:
1. Brand Manager vs. Senior Brand Manager: As a Brand Manager, you will report directly to the Senior Brand Manager and be responsible for driving the day-to-day execution of brand strategies. In contrast, a Senior Brand Manager would have additional responsibilities, such as leading a team, developing long-term brand vision, and working more closely with senior leadership.
2. FMCG vs. Other Industries: FMCG brands often have shorter product lifecycles and require more frequent innovation and relaunching compared to other industries. Additionally, FMCG brands typically have a broader reach and more diverse customer base, requiring a more holistic approach to marketing and branding.
3. Carlsberg vs. Other Brands: Carlsberg is an iconic and well-established brand with a long history and significant market presence. Managing a brand with such a strong identity and heritage presents unique challenges and opportunities compared to newer or less-established brands.
ASSUMPTION: Understanding the unique aspects of this role and the industry it operates in is crucial for success and requires a tailored approach to brand management and marketing strategies.
📝 Sample Projects
Project Examples:
1. Brand Relaunch: Developing and executing a comprehensive brand relaunch strategy, including packaging redesign, advertising campaigns, and in-store promotions, to drive brand growth and relevance.
2. New Product Launch: Leading the launch of a new product or variant, including market research, product development, pricing strategy, and launch campaign execution.
3. Sponsorship Activation: Developing and executing a sponsorship activation strategy to maximize brand exposure and engagement at high-profile events, such as sports tournaments or music festivals.
4. Customer Segmentation: Conducting market research and analysis to segment the brand's customer base and develop targeted marketing strategies to drive brand loyalty and advocacy.
ASSUMPTION: Success in these projects requires a deep understanding of the brand, its customers, and the market landscape, as well as the ability to develop and execute strategic, data-driven marketing plans.
❓ Key Questions to Ask During Interview
Interview Questions:
1. Role-Specific: Can you describe a time when you had to develop and execute a successful brand campaign, and what was the outcome?
2. Company-Specific: How do you see the Carlsberg brand evolving in the next 5-10 years, and what role would you play in driving that growth?
3. Industry-Specific: How do you stay up-to-date with industry trends and consumer behavior, and how do you incorporate that knowledge into your brand management strategies?
4. Work Environment: How do you balance the demands of field-based work with the need for strategic, long-term planning, and how do you ensure consistent brand execution across a wide range of touchpoints and channels?
5. Cultural Fit: How do you align with the company's values, particularly 'passion for quality and innovation' and 'responsibility for our actions and their impact'?
ASSUMPTION: Asking these questions will help you better understand the role, the company, and the industry, and demonstrate your enthusiasm and commitment to the position.
📝 Next Steps for Applicants
To apply for this position:
1. Submit your application through [this link](https://careers.carlsberggroup.com/CarlsbergMarstons/job/Field-Based-Brand-Manager-Carlsberg-UK/1219305701/).
2. Tailor your resume and cover letter to highlight relevant experience and skills for this role.
3. Prepare examples of successful brand campaigns and projects you've worked on.
4. Research the company and the brand to demonstrate your enthusiasm and understanding.
5. Follow up with the recruitment team one week after submitting your application to inquire about the status of your application.
⚠️ Disclaimer
This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
