Brand & Communications Manager
Location: Yerevan, Armenia
Company: Cigaronne
Coverage: Global
Categories: Tobacco
Department: Marketing
Reports to: Head of Marketing
Position Overview
The Brand & Communications Manager plays a key role in bridging global and regional Marketing strategy in place. The role is responsible for developing and leading Cigaronne’s brand strategy and communication eco-system, ensuring strong and consistent brand positioning across all markets. This role drives Awareness and Loyalty through integrated ATL, entertainment, CRM, digital and content initiatives, translating business objectives into compelling brand narratives and consumer-facing campaigns.
The role acts as a key link between global brand vision and local market execution, ensuring consistency in messaging, visual identity and tone of voice across all touchpoints.
Key Responsibilities
Brand Strategy & Positioning
- Develop and refine brand positioning, including USP, brand architecture and portfolio clarification on brand / family / SKU level.
- Define and maintain tone of voice, visual identity and brand guidelines across markets.
- Lead development of key messages aligned with business priorities and market specifics.
- Ensure consistency of brand strategy across all consumer touchpoints and geographies.
Communication Strategy & Campaigns
- Lead creation and deployment of brand campaigns to drive Awareness and Loyalty.
- Develop and implement integrated communication strategies, incl. but not limited HRC, CRM, digital and content initiatives.
- Oversee content strategy across channels, including but not limited SMM, CRM, website and owned platforms.
- Indicate, manage and develope on ground resources for development and execution on global / regional / local level.
- Coordinate with trade marketing and regional partners to ensure seamless translation of campaigns into BTL execution.
Digital & Content Management
- Oversee digital strategy, including content development and editorial planning.
- Coordinate with PR & SMM collegues to ensure consistency and quality of all consumer-facing content and storytelling.
Market Alignment & Governance
- Adapt global brand strategy to local market specifics while maintaining consistency.
- Define country priorities and communication focus areas.
- Ensure compliance with local legislation and regulatory frameworks in communication.
- Establish control mechanisms to monitor brand consistency and campaign effectiveness.
Performance Tracking & Insights
- Define and track brand KPIs (awareness, consideration, engagement, equity metrics).
- Analyze campaign effectiveness and provide actionable insights.
- Monitor market trends, consumer behavior, and competitor communication strategies.
- Translate insights into strategic recommendations and optimizations.
Budget & Agency Management
- Manage brand and communication budgets, ensuring efficient allocation and ROI.
- Lead relationships with creative, media, digital, and PR agencies.
- Oversee production of communication assets and ensure quality and consistency.
Qualifications & Requirements
- Bachelor’s degree in Marketing, Business Administration or related field.
- 5+ years of experience in marketing or brand marketing (FMCG experience is mandatory, preferrable in tobacco).
- Story of success in developing or transformation of marketing instruments.
- Strong strategic thinking, analytical and project management skills.
- Experience working across multiple markets and with cross-functional teams would be advantage.
- Experience working with 3rd parties in their identification and development.
- Excellent communication and negotiation skills.
- People direct and indirect management skills.
- Proficiency in MS Office (Excel, PowerPoint).
- Fluent in English. Fluent in Russian would be advantage.
Key Competencies
- Strategic mindset.
- Brand thinking and creativity.
- Strong communication and storytelling skills.
- Consumer-centric approach.
- Cross-functional collaboration.
- Analytical thinking.
- Project management and prioritization.
- Results-oriented approach.
- Ability to manage multiple projects simultaneously.
