Brand Manager Panos

The Business Unit Store Concepts, part of La Lorraine Bakery Group, is responsible for all franchising and store concepts. Over the past 40 years, we have built a strong franchise network of Panos and Deliway stores. They are the reference for a quick breakfast, lunch or snack, with 400 points of sale in Belgium, the Netherlands and Luxembourg.

With Panos, our ambition is to further grow the brand and make it the most relevant contemporary consumer proposition and fully futureproof. To realise this ambition, we are looking to strengthen our marketing team with an experienced brand manager, working dedicated for our Panos brand.

Your role :

As a Brand Manager for Panos, your mission is to translate the updated brand strategy into a marketing plan with the objective of revenue growth, improved brand image & customer experience, as well as the coordination and follow-up of the activity plan.

In this function, you will report to the Marketing Director of the BU Store Concepts. You will have diverse contacts with internal teams within marketing (especially a dedicated Digital team, and a Product Development/CatMan team) and outside marketing (especially Operations – they safeguard the franchisees’ interests and think from the stores inside-out), as well as with multiple external agencies and partners. This position is seen as a key role in the current Marketing team of 12, being the main responsible behind brand building programs on the Panos Brand, together with the Marketing Director and a dedicated POS Specialist.

Key tasks :

  • You realize an integrated media plan (traditional, digital) and aligned approach & execution across the touchpoints (Point-of-Sale, PR & Influencers, Activation/Experiential, partners & sponsorships...).
  • You deliver core creative idea for product campaigns, and are responsible for the creative assets to deliver the perfect message per channel. Organising and leading all-agency meetings to build and follow-up on an integrated execution is also part of your job.
  • Being obsessed with our food consumer and category user (insights), you build the most relevant communications, and partner with the Product team for them to develop the perfect assortment and NPDs.
  • You inspire and mobilize the internal organization and external franchisees/stakeholders around the marketing plan and activities to deliver topline growth for our franchisees.
  • Setting up Business Reviews to analyze the actuals and make recommendations. You coordinate where necessary in collaboration with other departments.
  • You manage the brand budget, including negotiation and compliance checks with agencies and commercial partnerships with third-party brands.

Your profile :

  • Master’s degree, preferable in economics, marketing, consumer psychology, ….
  • A solid experience in brand, marketing and media management, including digital touchpoints in which you’re marketing savvy. Experience in a food- or retail-concept B2C is an asset.
  • Experienced in managing agencies and seeing complex projects through from A to Z.
  • Open positive mindset to work around barriers and set up for success.
  • Self starter and driven to push projects forward in an inclusive way.
  • Strong communicator and influencer. You actively push cooperation with our internal teams to deliver common goals.
  • You have a true passion for food
  • Seek to continuously learn & develop one self
  • Hands-on approach: as well as designing a marketing plan, you’ll work with the team on daily operations, to execute the plans in all touchpoints including the stores.
  • Strong analytical skills, with a strong ability to turn data/complex info in clear actions.
  • Project management skills
  • Ability to understand consumers heads and hearts, so the combination of art & science (emotion & ratio) of marketing gives you an advantage.
  • You’re ideally trilingual in NL, FR and ENG and preferably your mother tongue is Flemish.

Our offer :

This position is seen as a key role in the current Marketing team for the further development of one of our biggest consumer brands. You will get the freedom to act and innovate whilst being part of a solid belgian bakery group.


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Jobdomein NPD, Marketing & Communication
Contract Vast contract
Uurrooster Dag
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