Manager, Brand Management, BG

Role Purpose

The Brand Manager - Bulgaria plays an essential executional role in delivering locally relevant marketing activation across the full Coca Cola portfolio. As part of a small, agile nonTop9 marketing team, this role focuses on adapting centrally developed brand plans, campaigns, toolkits, and IMX assets for the Local market and ensuring high-quality implementation across channels.

The Brand Manager collaborates closely with the Marketing Director, local system partner (CCH Bulgaria), and the global/OU network to ensure that all brand activities meet Local market needs while remaining consistent with central brand strategy.

This is a hands-on, detail-oriented role ideal for a marketer who thrives on activation, coordination, cross functional collaboration, and driving excellence in execution.

What You'll Do for Us

Brand Execution & Local Adaptation

• Adapt centrally developed brand plans, campaign assets, toolkits, and IMX materials into locally relevant activations for Bulgaria.

• Translate global/OU insight and strategy into campaign messaging, assets, and tactics that resonate with Local consumers across linguistic regions.

• Support adaptation of local claims, pack/label requirements, legal approvals, and customer specific messaging.

• Coordinate execution of brand activation across digital, social, OOH, experiential, sponsorship, and instore touchpoints.

• Manage timelines, cross functional alignment, approvals, asset delivery, and production details for Local-specific activities.

• Work with agencies (creative, digital, shopper) on adaptation briefs and quality control.

• Work closely with:

• CCH Bulgaria marketing & commercial teams

• Shopper & Customer Marketing

• Media & IMX

• RGM

• Insights

• Finance (POs, budget tracking)

• Support selling presentations, retailer activation plans, and customer specific adaptations.

• Monitor Local consumer trends, cultural cues, retail dynamics, and competitor activity to inform adaptation choices.

• Conduct small-scale desk research and collaborate with Insights on Bulgaria specific learnings.

• Ensure that Local nuances (language, cultural context, retail environment) guide activation decisions.

• Execute local packaging/label updates where needed (following central direction).

• Manage approvals, legal checks, sustainability claims, and brand governance requirements.

• Maintain calendars, trackers, activity grids, and campaign documentation for the Local market.

• Track activation of KPIs and campaign performance (engagement, reach, distribution, shopper impact).

• Support preparation of brand/business reviews for Bulgaria.

• Provide recommendations for improvement based on learnings and market feedback.

• Operate independently within defined plans while seeking guidance on strategic decisions.

• Demonstrate strong collaboration, organization, agility, and proactive mindset.

• Bring 'Local Precision' to execution: high attention to detail, quality control, and timing discipline.

• Maintain strong relationships within central teams and the local bottler system.

• Bachelor's degree in marketing, Business, Communications, or related field.

• 3-5 years' experience in brand management, consumer marketing, or FMCG activation roles.

• Experience adapting centrally developed brand assets for local markets.

• Strong project management, organizational, and coordination skills.

• Good understanding of consumer behavior and multichannel activation.

• Experience working with agencies and cross functional partners.

• Strong communication skills and ability to work across linguistic regions (German, French, English required; Italian is a plus).

• Ability to manage multiple tasks with strong attention to detail and follow through.

• Curious, proactive, solution-oriented, and comfortable operating in a small team with limited resources.

• Experience collaborating with bottler/franchise partners preferred.

• Handson experience across campaigns, channels, and categories in a dynamic market.

• Exposure to global marketing capabilities, toolkits, and cross-market collaboration.

• Opportunity to influence localized brand experiences in an important European market.

• Career growth into Senior Brand Manager or IMX roles within Bulgaria or across the region.