UEFA EURO 2028 Senior Manager, Brand Management

Overview

As Senior Manager, Brand Management for EURO2028, you will lead local brand activation and end-to-end delivery of brand initiatives in GB&I. You will work within a fast-paced marketing team, turning insights into impactful executions across channels while aligning with brand identity. You’ll partner with cross-functional teams to drive cohesive plans and measured impact. This is an opportunity to shape high-visibility brand experiences in a major market and contribute to growth with data-driven, creative activation.

Responsibilities

• Lead end-to-end execution cycles for brand plans, managing timelines, approvals, budgets, and asset delivery
• Develop and implement activation plans across paid, owned, and earned channels
• Coordinate with cross-functional teams (Commercial, RGM, Insights, Shopper, Finance, Legal, bottlers) to ensure alignment and integration
• Provide clear briefs to agencies and ensure high-quality output from creative, digital, and experiential partners
• Monitor KPIs (NR, GP, brand health, distribution, penetration, campaign effectiveness) and use insights to refine activity
• Lead post-campaign evaluations to capture learnings and improve future execution
• Foster autonomy and effective decision-making within established frameworks; coach junior contributors
• Maintain operational excellence, attention to detail, and accountability across brand activities

Key requirements

• Bachelor’s degree required
• 6–8 years in brand management or marketing activation (end-to-end delivery)
• Strong understanding of consumer insights, brand development, and multi-channel activation
• Ability to interpret data and insights to inform execution
• Strong collaboration with cross-functional teams (Commercial, RGM, IMX, Shopper, Finance, bottlers)
• Excellent project management and ability to handle multiple workstreams
• Strong communication, influencing, and stakeholder management skills
• Experience in fast-paced, matrixed environments with multiple stakeholders
• Self-starter with entrepreneurial mindset and problem-solving abilities
• Cross-functional and cross-geographical collaboration preferred

• Collaboration
• Communication
• Stakeholder management
• Brand Strategy
• Omnichannel Interactions
• Data Insights

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