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Job Description

Position: Brand Manager
Department: Marketing
Reports to: Marketing Director
Location: Addis Ababa, Ethiopia
Contract Type: Full-Time, Permanent

1. Position Summary:
ROMEL seeks a strategic and visionary Brand Manager to be the guardian and architect of our brand across all divisions. This pivotal role is responsible for developing and executing the overall brand strategy to drive equity, consistency, and market leadership. You will translate business objectives into compelling brand narratives, oversee the launch of new sub-brands, and ensure that every customer touch-point from packaging to showroom experience reinforces our promise of quality and innovation. This role requires a blend of strategic thinking, creative oversight, and commercial acumen.

2. Key Responsibilities & Duties:

Brand Strategy & Governance:
- Develop and implement the annual master brand strategy and positioning for ROMEL, ensuring alignment with overall business goals.
- Create and enforce comprehensive brand guidelines (visual identity, tone of voice, messaging) for use across all divisions and departments.
- Conduct regular brand audits and market research to monitor brand health, perception, and competitive positioning.
Multi-Division Brand Leadership:
- Lead the naming, positioning, and launch strategy for new business divisions, developing distinct yet complementary sub-brand identities.
- Collaborate with the Product and Factory teams on new product development, ensuring alignment with brand promise and market trends.
- Oversee the development of all core branding assets: packaging, signage, corporate presentations, and high-value marketing collateral.

Campaign & Creative Direction:
- Lead the development of integrated marketing campaign concepts (ATL/BTL) from brief to execution, including TV/radio, print, and major events.
- Brief and manage relationships with external agencies (creative, media, PR) to deliver high-impact work on brand and on budget.
- Provide creative direction for all major campaigns and ensure all marketing output meets brand standards.
Budget & Reporting:
- Manage the brand marketing budget, allocating resources for maximum impact and ROI.
- Report on brand performance metrics, including awareness, consideration, and preference studies.

3. Qualifications & Experience:

Bachelor’s degree in Marketing, Business Administration, Communications, or a related field. An MBA is a strong plus.
Minimum of 4 - 6 years of experience in brand management, marketing, or agency account management, preferably in consumer goods, retail, electrical equipment or building materials.
Proven track record of developing brand strategies and successfully launching new products or sub-brands.
Exceptional strategic thinking, creative judgment, and presentation skills.
Strong project management and stakeholder management abilities.

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Brand Manager

Marketing

Skills And Expertise

Addis Ababa infront of Kazanchis Urael Church ...Romel Building 3rd floor

Romel General Trading PLC