Sr. Brand Manager

Why Birdman

Birdman is one of Mexico's fastest-growing consumer brands—redefining performance and wellness through innovation, authenticity, and sustainability.

Mexico is our home and HQ—the birthplace of Birdman and the epicenter of our global brand vision. We're evolving our marketing into a true engine of value creation, building a brand-led model where brand management is the core from which every other discipline deploys. The work done here will not only win in Mexico but will shape Birdman's identity across health, wellness, and performance nutrition.

Role Overview

As Senior Brand Manager , you will own the strategy, the brand, and the P&L of the businesses under your responsibility. You'll translate consumer understanding, market dynamics, and portfolio ambition into a coherent short, mid, and long-term strategy (AOP, N+3, and N+5), leading innovation, communication architecture, and demand generation.

You'll ensure the brand wins in the market today while building the platforms that will make it win tomorrow—acting as the core from which Birdman Studio, Insights, Activation, Performance, and Commercial deploy. Reporting to the Group Brand Manager, you'll also lead, coach, and develop a Jr. Brand Manager, building the next generation of brand talent.

This is a rare opportunity to build a global wellness brand from its roots, with full ownership of a brand P&L from day one.

What you'll own

• Brand P&L — Own the P&L of your brands and segments end to end, accountable for net revenue, gross margin, and contribution, making every A&P peso work harder.
• Brand strategy (short, mid & long-term) — Define and manage the AOP, N+3, and N+5 agenda, translating ambition into an integrated annual plan and a multi-year roadmap that grows above the market.
• Portfolio architecture — Shape brand roles, price-pack architecture (OBPPC), and segmentation to maximize occasion coverage, revenue, and margin.
• Innovation pipeline — Lead the category's innovation pipeline from opportunity and concept through launch and post-launch performance, building a future-ready portfolio.
• Communication & creative direction — Develop the communication architecture of your brands and set the briefs that mobilize Birdman Studio, ensuring every execution is on-strategy and culturally relevant.
• Demand generation — Partner with Sales, Trade Marketing, Ecommerce, and Performance to convert brand strategy into sell-out and market-share growth.
• Insight-driven decisions — Work hand in hand with Consumer & Market Insights to ground every move in real consumer understanding.
• Team leadership — Lead, coach, and develop your Jr. Brand Manager, building bench strength and continuity of the brand agenda.

The Ideal Candidate

The ideal candidate is a rare hybrid leader —a brand builder with strategic vision and cultural instinct , paired with the rigor of a metrics- and P&L-oriented operator . You've owned a brand P&L, defined multi-year strategy, and led innovation from insight to launch. You know how to balance this year's AOP against the long-term bets that build equity, and you can translate complex consumer and market signals into clear, actionable direction for Studio, Performance, and the Commercial team.

Above all, you bring a growth mindset and the ambition to help shape a global wellness brand from Mexico to the world.

Must-Have Requirements

• 6–8 years of experience in Brand / Marketing Management in mass-consumer (FMCG/CPG) companies.
• Proven experience owning a brand P&L in the Mexican market, with accountability for net revenue, gross margin, contribution, and the efficient use of A&P investment.
• Track record leading innovation pipelines , communication development, and demand generation, with direct people-management responsibility.
• Strong strategic thinking , able to define and manage AOP, N+3, and N+5 horizons and translate ambition into an integrated multi-year roadmap.
• Leadership and team development skills , capable of coaching direct reports and collaborating cross-functionally across Sales, Trade, Ecommerce, and Performance.
• High analytical proficiency and business acumen, with hands-on command of Excel, PowerPoint, and data visualization tools (Power BI / Tableau).
• Advanced English (C1) , full oral and written comprehension for complex conversations.
• Willingness to work on-site in Guadalajara (relocation required if not currently based there).
• Bachelor's degree in Marketing, Business Administration, Finance, Industrial Engineering, or a related field.

Nice-to-Have Requirements

• Brand management experience at a top-tier CPG company such as Danone, PepsiCo, Unilever, Procter & Gamble, Mars, Kellogg's, Pernod Ricard, Diageo, Ferrero, or Campari.
• Brand and P&L management with expanded territorial scope (regional / multi-market).
• Master's degree or MBA.
• Background in wellness, natural/organic, or food & beverage categories.
• Experience with price-pack architecture (OBPPC) and portfolio segmentation.