Brand Manager – UMS

Location: Accra, Ghana
Employment Type: Full-Time
Application Deadline: 08 June 2026

About Guinness Ghana Breweries PLC

Guinness Ghana Breweries PLC is a leading beverage company with a strong portfolio of iconic brands enjoyed by consumers across Ghana. We are committed to delivering outstanding brand experiences, driving innovation in the FMCG sector, and building a culture of excellence, collaboration, and performance.

We are seeking a dynamic and commercially driven Brand Manager – UMS to lead the growth, positioning, and execution of our mainstream spirits portfolio.

Position Summary

The Brand Manager – UMS will be responsible for developing and executing integrated marketing strategies for assigned mainstream spirit brands, driving volume, market share, and brand equity growth. The role requires strong commercial acumen, creative thinking, and cross-functional leadership to deliver impactful brand performance in a competitive market.

This role will oversee brands such as Smirnoff Spicy Tamarind, Captain Morgan Rum, Gordon’s TM, Black & White Whisky, Smirnoff Chocolate Vodka, and Orijin Bitters.

Key Accountabilities

Brand Strategy & Planning

• Develop annual marketing and brand plans (MBPS) for assigned UMS and mainstream spirit brands.
• Define clear brand growth strategies aligned with volume, NSV, gross margin, market share, and equity objectives.
• Champion assigned brands internally and externally, ensuring strong alignment and advocacy across stakeholders.

Brand Execution & Performance Delivery

• Own the flawless execution of brand plans to deliver commercial and equity targets.
• Drive brand performance across volume, NSV, gross margin, market share, and brand health metrics.
• Maintain the highest standards of execution across all brand communication and activation activities.
• Ensure strong ROI focus in all marketing and promotional investments.

Cross-Functional Collaboration & Stakeholder Management

• Collaborate with Customer Marketing to design and execute impactful through-the-line campaigns.
• Work closely with cross-functional teams including Commercial, Finance, Supply, and Marketing to ensure integrated execution of brand plans.
• Build and maintain strong working relationships with internal teams and external partners to ensure seamless delivery.

Agency & Partner Management

• Manage relationships with agency partners, ensuring clear and effective briefing and debriefing using DWBB formats.
• Oversee development of work plans, retainer agreements, and fair performance incentive proposals.
• Conduct regular performance reviews with agencies to ensure high-quality delivery and accountability.

Business Performance & Reporting

• Lead monthly brand performance reporting, including volume drivers, brand health, market share, and key insights.
• Provide regular updates and executive-level brand performance summaries as required.
• Support Business Performance Management processes, including P&L tracking, market share monitoring, Spendwise management, and brand equity tracking.
• Identify performance gaps and propose corrective actions or marketing-for-money (M4M) initiatives.

Planning, Governance & Compliance

• Contribute to S&OP and PMR processes, including volume forecasting and A&P planning.
• Ensure full compliance with company policies and standards including OMC, DDMC, GAR, and CARM guidelines.
• Promote a strong culture of governance, accountability, and compliance within the brand team.

Key Requirements

Experience & Education

• Minimum of five (5) years’ experience in brand marketing within the FMCG industry.
• Strong understanding of consumer marketing, brand management, and integrated communications.

Values & Work Ethic

• Demonstrates integrity, accountability, and consistency in all responsibilities.
• Proactive self-starter with strong ownership and reliability.
• Willingness and flexibility to work in a fast-paced environment, including occasional night work when required.

Skills & Competencies

• Strong critical thinking and analytical ability.
• High awareness of consumer trends across Ghana’s diverse demographics.
• Curious, high-energy, and progressive mindset with a strong drive for results.
• Excellent communication and collaboration skills across all levels.
• Demonstrated leadership behaviours and ability to influence stakeholders.
• Passion for continuous learning, growth, and professional development.

How to Apply

Apply online by clicking on the application button