Brand Manager UMS (Upper & Mainstream Spirits) – Guinness Ghana Breweries PLC

Sales & Business Development
Accra
June 4, 2026
Full Time
Urgent
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Job Description

Function/Department: Marketing
Location: Achimota
Reports To: Marketing Manager – Spirits
Job Level: 5C

Purpose of the Role
The Brand Manager is a key member of the marketing team with P&L, brand planning and execution responsibilities
for the entire UMS (Upper and Mainstream Spirits) brands. The purpose of the role is to manage the planning and
execution of growth strategies for Guinness Ghana UMSS brands to deliver our brand equity, share, volume, and profit
goals.
The Brand Manager owns the briefing and insight development and plays a pivotal role of inspiring and driving brilliant
execution at all consumer touch points. They ‘know the business code’ that is are on the ground; are attuned to the
market and consumer trends, preferences, on/off trade dynamics, and provide rich insights to ensure our brands are
embedded in culture and are continually recruiting new users.

The role requires close collaboration with an extended network of partners; GBTs, local/global partner agencies,
internal cross functional teams and the Marketing leadership team

Key Accountabilities
The Brand Manager shall be assigned specific brands to deliver the task below. Additionally, s/he shall be assigned
portfolio contribute to the following:

  • Develop the annual marketing plans (MBPS) for selected UMS/Mainstream Spirit Brands – Smirnoff Spicy Tam,
    Captain Morgan Rum, Gordons TM, Black &White Whisky, Smirnoff Chocolate Vodka and Orijin Bitters
  • Champion the relevant brand amongst internal and external stakeholders and ensure volume, profit and market
    share delivery
  • Own the flawless execution of plans to deliver brand/category NSV, Volume, Gross margin, market share &
    Equity goals.
  • Collaborate with Customer Marketing to develop and execute high impact through the line campaigns
  • Coordinate with cross functional team members (marketing, commercial, supply, finance) working on the brand
    to ensure brilliant holistic execution of brands plans.
  • Demonstrate strong soft skills to ensure strong working relationships which are critical to delivery of every task.
  • Work with strategic partners to develop UMS/UMSS activity plans based on a clear understanding (through M&E
    and effectiveness review) of the impact of both new & existing activities.
  • Develop and submit UMSS monthly brand performance (rationale & commentary of brand volume, brand health,
    brand share) and key drivers of performance. Development of brand updates for Exec on request.
  • Guide Business Performance Management Process including P&L tracking, Market share monitoring, Spendwise,
    Brand equity tracking and Category performance with a focus on positive ROI. Proposes corrective actions or
    M4Ms, as needed.
  • Maintain the highest standards of execution and ensure personal excellence in the execution of brand
    communication and activation strategies.
  • Own the relationships with agency partners, providing written briefs and de- briefs using DWBB format,
    formulation of accurate work plans & fair PRIP proposals, retainer negotiations and regular performance reviews.
  • Provide meaningful input into the S&OP / PMR process (volume forecasting & A&P).
  • Support the culture of compliance in the Brand team, ensuring full compliance to OMC, DDMC, GAR and CARM
    requirements

Key Requirements – Qualifications, Experience, Skills

  • Experience: 5+years’ experience in brand marketing and strong understanding of the FMCG industry.
  • Values: Integrity, accountability, consistency
  • Work Ethic: Proactive, Self-starter, reliable, must be willing to work at night,
  • Cognitive Skills: Strong critical thinking, must know the latest trends in Ghana across all consumer
    demographics
  • Personal Traits: Curious, high energy, progressive mindset, humility
  • Team & Leadership Skills: Effective communicator, collaborative, demonstrates leadership behavior
  • Growth Orientation: Passionate about ongoing learning and development

Interested candidates should send their updated CVs to: GGBL-GHANA.Resourcing@castel-afrique.com

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