📌 Core Information
🔹 Job Title: Global Senior Brand Manager - Mentos Candies
🔹 Company: Perfetti Van Melle
🔹 Location: Schiphol-Oost, Amsterdam, Netherlands
🔹 Job Type: Full-time, Hybrid (3 days office, 2 days remote)
🔹 Category: Marketing & Branding
🔹 Date Posted: May 28, 2025
🔹 Experience Level: 7+ years in brand/category marketing (FMCG)
🔹 Remote Status: On-site with hybrid work arrangement
🚀 Job Overview
Key aspects of this role include:
- Developing global brand strategy and innovation plans for Mentos candies
- Leading international new product development from product brief to launch
- Collaborating with local marketing teams and global departments for successful execution
- Gathering and analyzing market, brand, and product information for new business opportunities
- Working closely with assigned markets to execute and implement the overall refreshment strategy
ASSUMPTION: This role requires a high level of strategic thinking, cross-functional collaboration, and global market understanding to drive incremental growth for the Mentos candies brand.
📋 Key Responsibilities
✅ Contribute to the development of the Mentos candy brand strategy and innovation plans
✅ Lead international new product development, working closely with Group R&D, Group Packaging, Group Finance, Design agency, and local operating companies
✅ Partner with Consumer & Market Insights (CMI) at Group and Local level to recommend consumer research that translates insights to actionable plans for NPDs and consumer engagement
✅ Collaborate with local marketing teams to translate global developments, brand positioning, and category expertise to local commercial execution
✅ Support communication/brand activation development for assigned projects, working with Mentos global communication manager, global digital marketing, and external agencies
✅ Provide compelling global sales stories in cooperation with Group Sales Trade Marketing to drive scale
✅ Gather, analyze, and share relevant business, market, brand, and product information that could lead to new business opportunities
✅ Work closely with assigned markets to execute and implement the overall refreshment strategy
ASSUMPTION: This role involves a high degree of cross-functional collaboration, stakeholder management, and global market analysis to ensure successful brand growth and product innovation.
🎯 Required Qualifications
Education: Degree in Marketing, Business, or related field
Experience: 7+ years in brand/category marketing (FMCG)
Required Skills:
- Proven expertise in (international) brand management at both Group/Corporate and local levels
- Advanced knowledge of NPD and brand-building fundamentals
- Pragmatic and action-oriented attitude, ability to translate business needs into solutions
- Sensibility for multi-cultural environments within a global group present in all countries
- Team player and entrepreneurial, business-driven mindset
- Excellent command of English, both spoken and written
Preferred Skills:
- Experience working with global brands and cross-functional teams
- Familiarity with the confectionery industry
ASSUMPTION: Candidates with a strong background in FMCG brand management, international experience, and a proven track record in new product development will be best suited for this role.
💰 Compensation & Benefits
Salary Range: €70,000 - €90,000 per year (Estimated, based on industry standards for a senior brand manager role in the Netherlands)
Benefits:
- 30 holidays annually
- Opportunity to work hybrid: 3 days at the office, 2 days from home
- Pension Scheme with the 'Stichting Bedrijfstakpensioenfonds voor de Zoetwarenindustrie'
- Fun office activities
Working Hours: 40 hours per week
ASSUMPTION: The salary range is estimated based on industry standards for a senior brand manager role in the Netherlands. Actual compensation may vary based on experience and performance.
📌 Applicant Insights
🔍 Company Context
Industry: Perfetti Van Melle operates in the global confectionery market, with a strong presence in over 150 countries.
Company Size: With over 17,000 employees and 37 companies worldwide, Perfetti Van Melle offers a large, diverse, and international work environment.
Founded: The company was founded in 2001 through the merger of Perfetti Spa and Van Melle N.V.
Company Description:
- Perfetti Van Melle is a privately owned company producing and distributing candies and chewing gums worldwide.
- The company is present in the Asia Pacific Region, Europe, Middle East, Africa, and the Americas.
- Perfetti Van Melle's global brands, such as Mentos, Chupa Chups, and Alpenliebe, are enjoyed by consumers of all ages around the globe.
Company Specialties:
- Gums and Chewies
- Confectionary Industry
Company Website: http://www.perfettivanmelle.com
ASSUMPTION: Perfetti Van Melle's large size and global presence offer extensive career growth opportunities and exposure to international markets.
📊 Role Analysis
Career Level: Senior
Reporting Structure: This role reports directly to the Global Marketing Manager and works closely with the Global Brand Manager, Global Senior Brand Manager, and local operating companies.
Work Arrangement: Hybrid (3 days office, 2 days remote) with the opportunity to work from home twice a week.
Growth Opportunities:
- Potential to work on global projects and collaborate with diverse teams across different regions
- Opportunity to develop and implement global brand strategies that impact the company's bottom line
- Possibility to gain experience in new product development and launch processes
ASSUMPTION: This role offers significant growth opportunities for candidates looking to expand their global brand management experience and make a significant impact on a well-known international brand.
🌍 Location & Work Environment
Office Type: Modern, international office environment with a dynamic and multicultural team
Office Location(s): Schiphol-Oost, Amsterdam, Netherlands
Geographic Context:
- The Netherlands is a multicultural country with a strong economy and a high quality of life
- Amsterdam is the capital and largest city in the Netherlands, known for its vibrant culture, historic sites, and international business hub
- The office is located near Schiphol Airport, offering easy access to international travel
Work Schedule: Monday to Friday, 9:00 AM to 5:00 PM (with a 1-hour lunch break), with the opportunity to work from home twice a week
ASSUMPTION: The hybrid work arrangement and central office location near Schiphol Airport offer a good balance between work-life integration and international accessibility.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening with the HR department
- First-round interview with the Global Marketing Manager
- Second-round interview with the Global Brand Manager and/or local stakeholders
- Final decision and offer
Key Assessment Areas:
- Brand management expertise and strategic thinking
- Cross-functional collaboration and stakeholder management skills
- Global market understanding and cultural sensitivity
- Problem-solving abilities and action-oriented mindset
- English language proficiency (both spoken and written)
Application Tips:
- Tailor your resume and cover letter to highlight your brand management experience, international exposure, and new product development successes
- Prepare examples of global brand strategies you've developed and executed, emphasizing the impact on business results
- Demonstrate your understanding of the Mentos brand and the global confectionery market during the interview
ATS Keywords: Brand Management, New Product Development, Consumer Research, Cross-functional Collaboration, Global Brand Strategy, Mentos, Confectionery Industry
ASSUMPTION: The interview process will focus on assessing the candidate's brand management expertise, global market understanding, and cross-functional collaboration skills.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Consumer & Market Insights (CMI) tools and platforms
- Project management software (e.g., Asana, Trello, or Microsoft Project)
- Global communication and collaboration tools (e.g., Slack, Microsoft Teams)
ASSUMPTION: The required tools and technologies for this role are standard in the marketing and branding industry, with a focus on global collaboration and project management.
👔 Cultural Fit Considerations
Company Values:
- Passion for products and innovation
- Global mindset and collaboration
- Entrepreneurial spirit and business acumen
Work Style:
- Dynamic and fast-paced environment
- Cross-functional teamwork and stakeholder management
- Data-driven decision-making and continuous learning
Self-Assessment Questions:
- How have you demonstrated your ability to develop and implement global brand strategies in previous roles?
- Can you provide an example of a successful cross-functional collaboration project that drove business results?
- How do you stay updated with global market trends and consumer insights in the confectionery industry?
ASSUMPTION: Candidates who align with Perfetti Van Melle's company values, thrive in dynamic and collaborative environments, and demonstrate a strong understanding of global brand management will be the best fit for this role.
⚠️ Potential Challenges
- Managing multiple stakeholders and balancing global brand strategy with local market needs
- Keeping up with the fast-paced and dynamic nature of the global confectionery market
- Adapting to a hybrid work arrangement and maintaining effective communication with remote team members
- Balancing the demands of new product development with day-to-day brand management responsibilities
ASSUMPTION: Successful candidates will be able to navigate these challenges by leveraging their strong brand management expertise, global market understanding, and effective cross-functional collaboration skills.
📈 Similar Roles Comparison
- This role is unique in its focus on global brand management for a well-known international brand within the confectionery industry
- Compared to other senior brand manager roles, this position offers extensive global exposure and the opportunity to work on high-impact projects
- Career progression may include moving into a global marketing manager role or taking on additional brand responsibilities within the Perfetti Van Melle portfolio
ASSUMPTION: Candidates should consider this role's unique focus on global brand management and the potential for high-impact project work when comparing it to other senior brand manager positions.
📝 Sample Projects
- Developing and executing a global brand refresh strategy for Mentos candies, including new packaging designs and communication campaigns
- Launching a new Mentos candy product line in key international markets, coordinating with local operating companies and global stakeholders
- Conducting a comprehensive brand audit and consumer research study to inform Mentos' brand positioning and innovation strategy
ASSUMPTION: These sample projects illustrate the global scope and cross-functional nature of the work required for this role, focusing on brand strategy, new product development, and consumer insights.
❓ Key Questions to Ask During Interview
- How does this role fit into the overall global brand management strategy for Mentos candies?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does Perfetti Van Melle support the professional development and growth of its senior brand managers?
- What are the most significant challenges facing the Mentos brand in the global market, and how can this role address them?
- How does the hybrid work arrangement support work-life balance and collaboration within the global marketing team?
ASSUMPTION: Asking these questions will help candidates better understand the role's strategic importance, priorities, and growth opportunities, as well as the company's approach to professional development and work-life balance.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your brand management experience, international exposure, and new product development successes
- Prepare examples of global brand strategies you've developed and executed, emphasizing the impact on business results
- Demonstrate your understanding of the Mentos brand and the global confectionery market during the interview
- Follow up with the HR department one week after submitting your application to confirm receipt and inquire about the next steps in the interview process
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
