International Brand Manager
Job Description
About the role
As an International Brand Manager, you will play a key role in building the HG brand across the UKI and German markets.
You will be responsible for translating HG’s international brand strategy into clear, commercially effective local plans across brand, portfolio, innovation, activation, media and customer marketing. Working closely with Marketing, Sales, Category Development, Activation, Finance, and external agencies, you will ensure that brand plans are not only strategically strong, but also executable, measurable and commercially impactful.
This is a role for someone who combines strategic thinking with hands-on delivery. You will need to be comfortable moving between brand strategy, shopper activation, campaign execution, performance analysis, budget management and cross-functional stakeholder alignment.
HG is a relatively lean, fast-moving and international business. That means you will see the direct impact of your work, but it also means you need to take ownership, act with pace, and be comfortable operating in an environment where initiative, pragmatism and accountability matter.
You will report to the Country Manager UK & Ireland and work closely with colleagues across UKI, Germany and the wider international marketing team. You will act as a connector between functions, ensuring plans are aligned, priorities are clear and execution is delivered effectively. The team culture is open, pragmatic and focused on results. You are encouraged to bring ideas forward, challenge constructively and take ownership. At HG, everything we do is guided by our three core values: Aim High, Be Brave, Be Connected.
What you will do
In this role, you will:
Develop and deliver brand and marketing plans for the UKI and German markets
Translate international brand strategy into effective local campaigns, activations and customer plans
Work closely with Sales to support customer growth, improve category performance and strengthen retailer engagement
Build commercially relevant activation plans that support distribution, rate of sale, visibility and shopper conversion
Manage and collaborate with external creative, media and activation agencies, ensuring clear briefs, strong execution and measurable outcomes
Analyse market data, customer performance, campaign KPIs and shopper insights to identify growth opportunities
Use data and AI tools to improve efficiency, quality of thinking and decision-making
Manage marketing budgets responsibly, ensuring investment is focused on activities that drive brand and commercial impact
Proactively identify opportunities, risks and performance gaps, translating insights into clear actions
Contribute to product portfolio development and optimisation based on market developments, customer needs and shopper insights
Support product launches and innovation initiatives across the UKI and German markets
Partner cross-functionally Sales, Category Development, Activation, Finance, International Marketing, and external agencies to ensure strong alignment and execution
Bring energy, ideas and challenge into the business, while building strong and collaborative relationships