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The Brand Activation Manager is responsible for translating brand strategy into impactful in‑market activation plans at country level. Reporting to the S&W Cluster Senior Marketing Director (with a dotted line to the Market Lead), this role ensures seamless alignment between Brand, CS&I, Sales and Commercial teams to deliver strong brand visibility and execution.
Translates brand strategy into a clear activation action plan in partnership with CS&I and
validated with the market lead in his/her country/market.
1.Exposed to the brand strategy and key category objectives (metrics and KPI’s) from category
local teams and in alignment with marketing director, defines an activation plan brief in
partnership with brand managers and CS&I and aligns with market lead to create the
activation plan adapted to local context and needs:
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Co creates with category teams the desired plan calendar to match with media
according to consumer insights (season, annualization of results, etc..) and aligns
with CS&I on commercial input for feasibility and best dates to create a full
activation promo/advertising/pos animation calendar.
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Defines the desired assets to play in store to maximize the activation and aligns
with CS&I input on feasibility and shopper insights.
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Defines desired HCP priorities and key assets and aligns with CS&I
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Defines in partnership with CS&I distribution priorities according to brand
positioning and sets the reach ambition align with CS&I input from
channels/sales.
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Defines in partnership with CS&I the desired price brand positioning, taking into
account brand positioning, competition bench, consumer perception,
commercial and RGM inputs.
2. Coordinate and manages priority at country/market level:
Coordinates with the local CS&I team and validates with the Market Lead the priorities to
match category priorities and country priorities.
Consolidates and creates the activation calendar in partnership with CS&I
Follow ups plans execution and tracks and shares status and first results
Shares and presents the category/brand plan with the Market lead and CS&I to local sales
team in convention, sales meeting etc. with the support and participation of the marketing
team when needed.
3. Enhance visibility on plans and unified priorities fitting into country context and
responding to cluster plan.
Manages and shares country calendars and brand activation plans with all stackeholders
Defends and explains the prioritization after working a common vision with the local CS&I team
and the Market lead and ensures it is within the cluster activation priorities guidelines frame.
Coordinates the cross category documents with the marketing teams to be updated (A&P’s
files, sell out forecast and results…etc.. )
4. Responsible for local jewels and distribution brands with a dedicated team.
Manages teams dedicated to local jewels and distribution brands
Set with the teams the activation plans and activation strategy for these brands
In agreement with marketing director, insert these brands into the local priorities proposal to in
alignment with market lead and CS&I.
Takes care of getting all assets needed to manage these brands.
5. Local point of reference of the marketing team.
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Member of the local lead team
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In Local marketing and sales meetings represent marketing or coordinates
attendance of certain category teams depending on the agenda -
Gathers feedback and needs from marketing team (ways of working, engagement,
training…)
Degree in Marketing, Business Administration or related field
Several years of experience in Brand Activation, Trade Marketing, Shopper Marketing or Brand Management (FMCG/Consumer Health preferred)
Strong ability to translate strategy into actionable activation plans
Experience collaborating with CS&I, Sales, RGM and Brand teams
Solid understanding of distribution, pricing, competition and shopper insights
Proven experience in activation calendar planning and POS execution
Strong analytical skills and confidence in KPI tracking
Excellent stakeholder management at market and cluster level
Structured, proactive and execution‑driven working style
Fluency in Dutch and English, with strong communication skills in both languages
Benefits
We believe our people are our greatest asset. Alongside competitive compensation, we offer benefits tailored to supporting you and your family, as well as career development opportunities to ensure you feel valued and supported, both professionally and personally.
Find out more about Total Rewards at Perrigo.
Hybrid Working Approach
We love our offices and the setting they provide for in-person collaboration and celebration. But we also appreciate the opportunity to work remotely can energise you too, so we promote flexibility with the ability to work two days a week from home in many roles.
We are proud to be included in the Forbes list of "America's Best Employers by State 2024". Find out more here
Applicants please note: To apply to this position please click the APPLY button at the bottom of the application. (The SAVE button will only save your profile information but not submit an application for this open position.) All application materials, including resumes and CVs, must be submitted in English. Thank you.
We are an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, status as a protected veteran, or other characteristics protected by law. #weareperrigo
