Brand & Communications Manager (global)
Location: Yerevan, Armenia
Company: Cigaronne
Coverage: Global
Categories: Spirits & Energy Drinks (Jardin’s Brandy, GodFather Vodka, MadMan Energy Drink)
Department: Marketing
Reports to: Head of Marketing
Position Overview
The Brand Manager is responsible for building and accelerating the long-term growth of Cigaronne’s beverage portfolio across international markets. The role owns the global brand strategy and communication ecosystem for Jardin’s, GodFather and MadMan, ensuring consistent brand positioning, impactful consumer activations and effective market execution across diverse geographies.
Working closely with business development team, distributors and external agency partners, the Brand Manager translates business priorities into integrated marketing initiatives that strengthen brand equity, drive consumer engagement and support sustainable business growth.
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 continuously refine long-term brand strategies for all beverage brands within the portfolio.
- Define clear brand positioning, value propositions, target consumer segments and brand architecture.
- Ensure consistency of brand identity, messaging and visual standards across all international markets.
- Build annual brand plans aligned with commercial objectives and business priorities.
International Market Development
- Support successful launches of beverage brands in new international markets.
- Develop Go-to-Market marketing toolkits for distributors and local partners.
- Adapt communication and activation strategies to local consumer insights while protecting global brand consistency.
- Work closely with distributors to maximize marketing effectiveness and execution quality.
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.
- 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 other 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 brand marketing with experience in premium alcoholic beverages, beer, soft drinks or energy drinks.
- Proven track record of developing and executing successful integrated marketing campaigns across multiple markets.
- Excellent strategic thinking, analytical and project management skills.
- Strong presentation, communication and influencing skills.
- Strong understanding of premium brand building and consumer marketing.
- Experience supporting international market launches would be highly desirable.
- Experience working across multiple markets and with cross-functional teams would be advantage.
- Advanced 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.
- Consumer activations.
- Analytical thinking.
- Project management and prioritization.
- Results-oriented approach.
Ability to manage multiple projects simultaneously
