Role Overview
The Brand Marketing Manager works closely with the Online Commercial Manager to ensure alignment between brand building and revenue performance.
This role ensures the brand’s creative direction is aligned with sales goals — maintaining strong gross profit, managing marketing budgets, and leading reporting across all channels.
The Brand Marketing Manager plays a key role in driving Floralpunk’s direct- channel growth (retail, website, and social sales), leading all brand campaigns, new product launches, PR communication, and marketing planning.
Key Responsibilities
Brand Revenue & Profitability
Drive performance and growth across direct channels (retail, website, and social commerce).
Collaborate with the Online Commercial Manager to balance branding activities with commercial performance, pricing, and promotion strategies.
Plan brand campaigns that generate revenue while maintaining GP targets.
Marketing Planning & Reporting
Build the marketing calendar and campaign roadmap on a monthly, quarterly, and annual basis.
Oversee digital performance tracking, including Facebook Ads, social engagement, and campaign efficiency metrics.
Present monthly reviews covering brand impact, sales contribution, and key learnings.
Lead marketing reporting — track KPIs, campaign performance, and marketing ROI.
Product Launches & Campaign Execution
Ensure creative alignment with the CEO/Creative Director and consistency across media.
Develop 360° campaigns combining digital, PR, influencer, and retail activations.
Lead strategy and execution for new product launches across all touchpoints.
PR, Communications & Brand Partnerships
Lead brand partnerships and collaborations that enhance brand positioning and visibility.
Prepare press kits, brand decks, and communication materials for PR partners.
Develop and maintain relationships with influencers, KOLs, and key media partners.
Manage press and media relations, including story pitching, event coverage, and collaborations.
Promotion Calendar & Budget Management
Review and approve vendor contracts, influencer payments, and campaign costs.
Build and manage the promotion calendar in coordination with the Online Commercial Manager to avoid channel conflict.
Oversee all marketing and PR budgets, ensuring efficient cost control.
Track ROI per campaign to guide future spending decisions.
Offline Retail & Brand Experience
Ensure all retail materials (POSM, displays, packaging) align with brand direction.
Develop retail marketing activities to enhance in- store experience and footfall.
Coordinate with retail team for visual merchandising, in- store promotions, and local events.
Cross- Team Collaboration: Work closely with
Finance → for marketing budget tracking and forecasting.
Retail, Creative & PR teams → for seamless execution and storytelling.
Online Commercial Manager → to align brand campaigns with performance and revenue goals.
Participate in monthly and quarterly business reviews to share marketing insights and plans.
Key KPIs
Campaign performance and FB Ads metrics.
Gross profit margin maintenance.
Timely and effective execution of the brand calendar.
Marketing ROI and cost efficiency.
Direct channel revenue growth (Retail, Website, Social Commerce).
PR visibility, influencer impact, and brand partnership value.
