How to Hire a Marketing Manager in FMCG

FMCG Marketing Managers lead brand activation and integrated marketing communications across a portfolio of products. Unlike Brand Managers who are deeply focused on a single brand, Marketing Managers typically manage a broader brand portfolio and often line-manage a team of brand executives or assistants.

Core Responsibilities

• Lead integrated marketing campaigns from brief to execution across ATL, BTL, and digital channels
• Manage total marketing budget across the portfolio, tracking spend vs. plan and ROI
• Line manage and develop a team of Brand Managers and/or Executives
• Own relationships with creative, media, digital, and PR agencies
• Commission consumer research to inform brand strategy and communication development
• Support NPD projects, creating go-to-market plans for new launches
• Monitor brand tracking metrics and market share data, reporting to Marketing Director
• Partner with Sales and Category on trade activation and shopper marketing programmes

Heavily influenced by company size and portfolio complexity. FMCG multinationals pay 20–30% more than challenger brands at equivalent levels.

• Degree in Marketing, Business or related field
• CIM qualification valued
• Digital marketing certifications (Google, Meta) increasingly important

Prioritise these signals when reviewing applications for Marketing Manager roles:

• ✓ Full campaign P&L ownership — from budget briefing to ROI measurement
• ✓ Multi-channel media planning experience including digital
• ✓ Agency management at senior level — strategic briefing, not execution oversight
• ✓ NPD or renovation experience with measurable commercial outcomes
• ✓ Consumer research methodology understanding

• ✗ Can describe campaign activity but not commercial outcomes
• ✗ Digital marketing limited to social media execution rather than full-funnel strategy
• ✗ Has never managed an agency relationship directly
• ✗ Cannot articulate how they measure marketing effectiveness