GLOBAL SENIOR BRAND MANAGER - PNA

Company overview

Asahi Europe & International is a premium scale brewery group headquartered in Prague with operations spanning Czech, Slovakia, Poland, Romania, Hungary, Netherlands, Italy, UK and with exports to over 90 countries. With over a 128 years of history, our portfolio includes premium local and international brands including Pilsner Urquell, Tyskie, Dreher, Kozel, Peroni, Grolsch and Japan’s most well-known beer Asahi Super Dry. With 15 world class breweries and around 10,000 people, we leverage our scale, our heritage, our brands as well as the capability and passion of our people to accelerate growth and the development of the category both locally and abroad.

Functional overview

Based in London and reporting to the Global Senior Marketing Manager, the Global Senior Brand Manager will act as the global centre of excellence for shopper marketing, occasion development and trade activation across the Peroni Nastro Azzurro portfolio.

The role is responsible for translating global brand strategy into compelling activation frameworks that drive recruitment, conversion and premium value growth across channels and markets. Through the development of world-class activation toolkits, occasion platforms, bartender advocacy programmes and serve strategies, the role will elevate how consumers experience Peroni Nastro Azzurro across all online and offline trade environments.

Working closely with local market teams, commercial functions and agency partners, the role will champion best practice activation, build trade capability across the global network and establish execution standards that deliver consistent premium brand experiences while allowing flexibility for local market needs. The individual will be responsible for driving consistent implementation across PNA’s global markets, delivering consistency across Equity, Communications, Partnerships and Innovation teams to ensure a connected and cohesive brand experience at every consumer touchpoint.

We are looking for a commercially-minded marketer with strong shopper and activation expertise, a passion for premium brands and a proven track record of influencing across international markets. The successful candidate will combine strategic thinking with operational excellence and possess a consumer & customer mind-set.

Main purpose of the job

The Global Brand Team aims to spread the message of our brands worldwide to make them famous and support the long-term success of the brands. It is responsible for developing and producing world-class marketing and trade marketing assets through cross-functional and cross-markets collaboration to maximize synergies.

Accountabilities and deliverables

• Lead the Global shopper marketing, occasion development and trade activation across the Peroni Nastro Azzurro portfolio. Develop global activation principles, frameworks and best-practice standards that deliver premium visibility, activation effectiveness and execution excellence across key channels.

• Lead the development of globally scalable occasion platform comms that strengthen the role of Peroni Nastro Azzurro across key consumption moments, ensuring platforms are designed for effective market implementation and global commercial growth.

• Act as the primary global activation partner for local marketing, trade marketing and commercial teams. Maintain a proactive and integrated approach with lead growth markets, which will include the development and sign off of local market activation plans, BTL and visual brand identity implementation.

• Develop effective marketing communication and trade assets in partnership with international agencies as part the core Creative Idea for markets to ensure consistent and successful global brand rollout. Ensure the timely provision of brand toolkit to service markets, providing advice where necessary and ensuring that the toolkit remains up to date.

• Establish activation effectiveness frameworks and clear success metrics across shopper marketing and trade programmes with local markets. Track adoption, monitor performance and identify opportunities to increase the effectiveness and efficiency of activation investment.

Qualification criteria

• 6+ years of professional experience, preferably in a FMCG/consumer goods organization.

• International experience required (not necessarily work related)

• Proficiency in English a must, Italian a benefit

• Strong written and verbal communication skills.

• Commercial and delivery focused mindset.

• Should have a generalist marketing background with a strong commercial focus.

Key Competencies

• Consumer, shopper and market-centric mindset with strong curiosity and a passion for premium brands.

• Strong project leadership skills with exceptional attention to detail and executional excellence, whilst allowing deadlines to be met in full.

• Demonstrates the ability to influence, inspire and align multiple agency and stakeholder groups behind a unified brand vision.

• Strategic thinker with the ability to balance long-term brand building with short-term commercial opportunities.

• Commercial acumen with strong understanding of channel dynamics, route-to-market and customer requirements.

• Builds high-performing agency partnerships that consistently deliver strategic, creative and commercially effective solutions.