About the role
As an International Brand Manager, you will play a key role in building the HG brand across the UKI and German markets.
You will be responsible for translating HG’s international brand strategy into clear, commercially effective local plans across brand, portfolio, innovation, activation, media and customer marketing. Working closely with Marketing, Sales, Category Development, Activation, Finance, and external agencies, you will ensure that brand plans are not only strategically strong, but also executable, measurable and commercially impactful.
This is a role for someone who combines strategic thinking with hands-on delivery. You will need to be comfortable moving between brand strategy, shopper activation, campaign execution, performance analysis, budget management and cross-functional stakeholder alignment.
HG is a relatively lean, fast-moving and international business. That means you will see the direct impact of your work, but it also means you need to take ownership, act with pace, and be comfortable operating in an environment where initiative, pragmatism and accountability matter.
You will report to the Country Manager UK & Ireland and work closely with colleagues across UKI, Germany and the wider international marketing team. You will act as a connector between functions, ensuring plans are aligned, priorities are clear and execution is delivered effectively. The team culture is open, pragmatic and focused on results. You are encouraged to bring ideas forward, challenge constructively and take ownership. At HG, everything we do is guided by our three core values: Aim High, Be Brave, Be Connected.
What you will do
In this role, you will:
Develop and deliver brand and marketing plans for the UKI and German markets
Translate international brand strategy into effective local campaigns, activations and customer plans
Work closely with Sales to support customer growth, improve category performance and strengthen retailer engagement
Build commercially relevant activation plans that support distribution, rate of sale, visibility and shopper conversion
Manage and collaborate with external creative, media and activation agencies, ensuring clear briefs, strong execution and measurable outcomes
Analyse market data, customer performance, campaign KPIs and shopper insights to identify growth opportunities
Use data and AI tools to improve efficiency, quality of thinking and decision-making
Manage marketing budgets responsibly, ensuring investment is focused on activities that drive brand and commercial impact
Proactively identify opportunities, risks and performance gaps, translating insights into clear actions
Contribute to product portfolio development and optimisation based on market developments, customer needs and shopper insights
Support product launches and innovation initiatives across the UKI and German markets
Partner cross-functionally Sales, Category Development, Activation, Finance, International Marketing, and external agencies to ensure strong alignment and execution
Bring energy, ideas and challenge into the business, while building strong and collaborative relationships
Job requirements
Has a Bachelor’s or Master’s degree in Marketing, Business, Communications or a related field
Has a minimum of 3 years’ experience in brand management, shopper marketing, customer marketing or a similar marketing role
Ideally has experience in FMCG, consumer goods, retail, or another fast-paced commercial environment
Understands how brand strategy connects to commercial performance
Can combine creativity with data, insight and financial understanding
Has strong analytical skills and can turn performance data into clear actions
Is confident managing agencies, budgets, timelines and multiple stakeholders
Is comfortable working cross-functionally with Marketing, Sales, Category Development, Activation, Finance
Takes ownership, acts with urgency and follows through on commitments
Communicates clearly and can influence stakeholders at different levels
Is curious, proactive and comfortable using AI tools to improve efficiency and quality of output
Brings a pragmatic, hands-on mindset and is happy to get into the detail when needed
Enjoys working in a lean, entrepreneurial and international environment where priorities can move quickly
What’s in it for you
Annual salary between £42,000 and £55,000, depending on experience
Annual on-target bonus of 10% of gross annual salary
27 days’ annual leave for a full-time role
Pension plan
Professional development and growth opportunities
The opportunity to work in a dynamic, ambitious and international business where initiative and ownership are valued
A role where your work has visible impact across brand, customer and commercial performance
We are HG
HG is a leading European brand in specialist cleaning and maintenance products.
We believe a home should be a place where people can live carefree, with confidence in the products they use to care for the spaces and belongings around them. Our products are developed to do exactly what they promise: deliver effective, reliable and specialist cleaning solutions that help consumers solve real household problems.
HG’s mission is to help people enjoy their homes without worrying about what might go wrong. We do this through high-quality products, specialist expertise, clear advice and a relentless focus on performance.
We are dedicated to delivering superiority, innovation, quality and customer satisfaction. With a strong presence across Europe and beyond, we are continuously investing to make an even bigger impact.
HG does what it promises.
Do you have any questions?
Our colleague Ilse de Groot, Corporate Recruiter, will be happy to answer any questions. You can contact her at idegroot@hg.eu.
Would you like to apply for the position of International Brand Manager at HG? You can apply directly by uploading your CV. We aim to respond within 5 working days.