Role Purpose:

The Senior Brand Manager DACH is accountable for shaping and delivering WaterWipes’ long‑term brand growth agenda across the DACH region, with Germany as the primary strategic growth engine. The role exists to build sustainable brand equity, strengthen category leadership, and unlock the full commercial potential of the WaterWipes portfolio by translating global brand strategy into locally relevant, insight‑led plans that resonate with DACH consumers and shoppers.

As the brand lead for the region, this role defines the 1–3–5 year brand strategy and owns the end‑to‑end execution of brand initiatives across all channels, ensuring excellence from strategic planning through to in‑market delivery. The Senior Brand Manager will act as the voice of the DACH consumer within the wider EMEA and Global organisation, leveraging deep market understanding, consumer insight, and performance data to influence portfolio priorities, investment decisions, and innovation direction.

Operating in a highly matrixed environment, the role is a critical connector between Global Brand, Regional EMEA teams, and local commercial functions. Through strong cross‑functional leadership and agency partnership, the Senior Brand Manager will drive consistent, high‑impact brand building, support customer and retailer growth ambitions, and deliver against brand equity, volume, and NSV targets with a proven ability to connect brand to market growth levers. This role plays a pivotal part in establishing WaterWipes as the leading brand within Baby Wipes and adjacent categories in the DACH region.

Role Responsibilities

Brand Leadership & Strategic Planning

• Define and lead the 1–3–5 year brand growth strategy for the DACH region, aligned with global and regional priorities.

• Develop and execute robust annual brand plans to accelerate brand performance and category growth.

• Represent the DACH region as part of the wider EMEA brand leadership community, contributing to overall regional growth ambitions.

• Champion Germany as a key strategic market within WaterWipes’ EU growth agenda.

Brand Building & Portfolio Management

• Drive brand equity growth through clear Must Win Battles and full Through‑the‑Line (TTL) campaigns that increase brand meaningfulness, difference, and salience.

• Lead the activation of brand campaigns across all consumer touchpoints, both online and offline.

• Manage and optimize a growing portfolio, identifying, launching, and scaling blockbuster SKUs across priority channels.

• Ensure brand consistency while tailoring plans to local consumer, shopper, and channel dynamics.

Cross‑Functional & External Collaboration

• Own agency relationships across Paid Media, Owned Media, PR, creative, and influencer marketing to ensure high‑quality delivery and strong ROI.

• Partner closely with Sales, Key Account Teams, MSP, Finance, Insights, and Portfolio teams at local, regional, and global levels.

• Act as a key brand partner to Retailer and Customer Teams, supporting joint business plans and category growth initiatives.

Performance Management & Execution Excellence

• Deliver against brand equity, volume, and revenue targets through disciplined strategy deployment and flawless execution.

• Lead Annual Operating Plan (AOP) for the Brand and brand P&L management to drive efficiency and effectiveness.

• Track and optimise performance against key brand KPIs, including equity metrics, media effectiveness, and portfolio contribution.

• Monitor market dynamics, consumer insights, and competitive activity (e.g. Nielsen, Kantar) to inform decision‑making.

• Drive the internal agenda to ensure the DACH region has the resources, capabilities, and alignment required to meet 3–5 year growth ambitions.

This is not an exhaustive list and may be subject to change and amendment.

Qualifications, Skills & Experience

Essential (Non‑Negotiable)

• Minimum of 8+ years’ experience in brand, marketing, or commercial roles with clear ownership of brand strategy, planning, and execution, ideally within FMCG, Baby Care, Personal Care, or adjacent consumer categories.

• Demonstrated experience managing brands in the DACH region, with a deep understanding of Germany as a core market, including consumer and shopper behaviour, cultural nuances, and local market dynamics.

• Strong knowledge of the German retail and channel landscape (e.g. drugstores, supermarkets, e‑commerce), with experience activating brands across multiple channels in collaboration with Sales and Key Account teams.

• Ability to develop long‑term brand strategies (1–3–5 year horizon) and translate them into effective annual plans, with a strong understanding of P&L management, ACP, and return on marketing investment.

• Proven track record of delivering TTL brand campaigns that build brand equity, drive category growth, and deliver measurable commercial impact across online and offline touchpoints.

• Strong commercial acumen & analytical skills with experience using market, consumer, and performance data (e.g. Nielsen, Kantar, media metrics) to inform strategy, optimise execution, and support evidence‑based decision making.

• Demonstrated ability to lead and manage multiple agencies (media, creative, PR) and influence senior stakeholders across a matrixed, international organisation.

• Full professional fluency in English and German is mandatory.

Desirable (Value Adding)

• Experience working within regional or global matrix organisations, influencing without direct authority.

• Exposure to portfolio management, innovation launches, or scaling brands in high‑growth or developing markets.

• Experience across both brand and trade marketing, with strong customer‑centric thinking.

• Previous experience contributing to EMEA or multi‑country brand strategies.

• Additional European language capability.

• Experience operating in fast‑paced, entrepreneurial, or “builder” environments.

Qualifications & Certifications

• University degree or equivalent in Marketing, Business, Economics, or a related discipline.

• Relevant professional marketing qualifications (e.g. CIM or equivalent) are desirable but not essential.

• Where formal qualifications or certifications are not held, a minimum of 8 years of directly relevant professional experience demonstrating equivalent strategic brand leadership, commercial acumen, and delivery of measurable business impact may be considered in lieu of formal education.

WaterWipes Competencies to Perform the Role

• Driving Strategy: Leads the development of the 1–3–5 year brand growth strategy for the DACH region, translating global brand direction into locally relevant priorities that build brand equity, drive category growth, and support long‑term commercial ambition.

• Decision Making: Makes timely, insight‑led and commercially sound decisions for the DACH market, balancing consumer needs, financial impact, and stakeholder input, and clearly articulates rationale and trade‑offs to regional and global partners.

• Driving for Results: Demonstrates strong ownership for delivering brand equity, portfolio performance, and NSV targets, maintaining focus and momentum despite complexity, ambiguity, or changing market conditions.

• Managing Resources: Effectively manages brand budgets, ACP, and P&L levers, ensuring marketing investment, time, and capabilities are prioritised and deployed to maximise efficiency, effectiveness, and ROI.

• Teamwork: Works collaboratively across Sales, Finance, Insights, Portfolio, Supply Chain, and global teams, influencing without authority and consistently prioritising enterprise and brand outcomes over functional agendas.

• Accountability: Takes full responsibility for brand performance and execution quality in the DACH region, proactively addresses risks and issues, learns from outcomes, and holds self and partners accountable for commitments made.

Functional Competencies to Perform the Role

• Brand Strategy & Integrated Planning: Develops and delivers relevant 1–3–5 year brand strategies for the DACH region, translating global positioning into clear Must‑Win Battles and annual plans that drive brand equity, category growth, and commercial impact.

• Integrated Brand Building & Campaign Excellence: Leads the development and execution of insight‑led TTL campaigns across paid, owned, earned, shopper, and influencer channels, ensuring consistent brand expression and effective activation across all consumer and retail touchpoints.

• Portfolio & Innovation Management: Owns portfolio prioritisation and SKU scaling in the DACH region, partnering with regional and global teams to deliver successful innovation launches, lifecycle management, and mix optimisation aligned to consumer and channel needs.

• Commercial Acumen & P&L Ownership: Leads brand ACP inputs and P&L levers, optimising pricing, promotion, media investment, and mix to deliver NSV, margin, and ROMI targets in close collaboration with Sales and Finance.

• Consumer, Shopper & Market Insight Application: Uses market, consumer, shopper, and performance data (e.g. Nielsen, Kantar, brand health, media metrics) to identify opportunities, inform strategic choices, and continuously optimise brand and portfolio performance.

• Cross‑Functional, Customer & Agency Leadership: Works effectively in a matrixed environment to influence Sales, Key Accounts, Finance, Insights, Supply Chain, and external agencies, ensuring aligned execution, strong governance, and delivery of shared business outcomes.

Why work for us?
‘The WaterWipes Way’ is underpinned by our Values of: Bravery, Excellence & Respect
We look for individuals who will drive acceptable actions and behaviours that will reflect our vision and values.

WaterWipes offers all the benefits of an established global brand, along with the exciting possibilities of an organisation that lives and breathes change.

There are so many reasons to join us on our ambitious journey to becoming an iconic global brand. Check out our careers page to find out more !