Brand Manager - Sports / Footwear

The Brand Manager is responsible for the overall development, positioning, and execution of the brand strategy to drive sales growth and profitability. This role ensures strong brand performance, alignment with market demand, and consistent brand image across regions.

Key Responsibilities

Brand Growth & Profitability

• Drive sales and profitability of brand stores in line with company targets.

• Develop and execute brand launch and growth strategies in coordination with the Brand General Manager.

• Monitor and control operating costs within approved budgets.

• Optimize store productivity through effective resource allocation and sell-through planning.

• Analyze regional feedback on brand acceptance, customer behavior, and market expectations.

• Ensure achievement of financial KPIs including sales, margins, inventory turnover, and stock levels.

• Support recruitment, training, and capability development of brand and merchandising teams.

Brand Merchandise Planning & Product Selection

• Assess merchandise requirements by setting sourcing triggers based on actual sales, forecasts, inventory levels, events, and replenishment needs.

• Design and execute merchandise plans covering pricing, promotions, and assortments to ensure timely stock availability.

• Define buying requirements and formulate buying plans and budgets.

• Conduct product selection in alignment with buying plans and product research inputs.

• Manage in-season performance including stock balancing, markdowns, sell-through analysis, and stock-to-sales ratios across territories.

Brand Image & Visual Merchandising

• Build brand awareness and strengthen brand positioning across retail channels.

• Develop visual merchandising strategies and ensure consistent implementation across stores.

• Coordinate with Retail Operations to gather feedback on brand execution and store performance.

Market & Competition Research

• Acquire market intelligence and analyze trends impacting business performance.

• Evaluate brand acceptance in existing and new territories and recommend localization or customization where required.

• Map competitor pricing, product offerings, and positioning, providing qualitative insights to management.

• Research potential new store locations in coordination with Operations and General Management.

• Stay updated on global trends in fashion, styles, designs, fits, and consumer preferences.

Projects & Administration

• Evaluate new store sites based on trade area, customer profile, and merchandising potential and obtain internal approvals.

• Coordinate new store openings and refurbishments with operations and project teams.

• Ensure store locations and rollout plans align with overall brand strategy and positioning.

• Monitor adherence to approved store opening and expansion plans.

Desired Experience & Skills

• 8+ years of progressive experience in brand and business management, with at least 5 years in a leadership role within the retail industry.

• Proven track record of driving brand growth, store performance, and profitability across multiple locations.

• Strong expertise in merchandising, market analysis, and consumer behavior.

• Ability to translate market insights into effective brand and commercial strategies.

• Experience leading cross-functional teams and managing internal stakeholders and external brand principals.

• Strong analytical, communication, and stakeholder management skills.