Brand Manager

LIPTON Teas and Infusions is the world's largest tea business with a remarkable portfolio of over 30 world-class brands, including iconic names like Lipton, PG Tips, TAZO, Brooke Bond, and B-Corp certified Pukka and T2. Based in the Netherlands and operating in more than 100 countries, we pioneer innovative, premium and sustainable teas and infusions to delight our consumers daily. Our commitment is to drive the entire tea industry upwards and create value for all and the planet, from farmers to consumers, retailers, team members, partners, and shareholders. We take a long-term approach, investing in innovative and sustainable practices that deliver responsible growth, with a keen focus on meeting the needs of our customers and consumers, protecting the environment, and making a positive impact on people's lives.

Job title: Brand Manager

Location: Hoboken, hybrid model

Type: full time, permanent

Who we are and what we do:

LIPTON Teas & Infusions is the world’s leading tea business, home to iconic, purpose‑driven brands like Lipton, Pukka, Tazo, T2, Lyons and PG Tips.

We craft great teas for every occasion, to bring joy and inspire a healthier lifestyle. Guided by our values of people first, ownership, passion for excellence, and consumer and customer centricity, we create long‑term value for our people, trade partners, suppliers, and the communities where we operate.

If you’re a diverse thinker who takes personal ownership to connect ideas and make impactful things happen, someone who shares our values around humanity and courage and someone who enjoys a good cup of tea (on the house!), then we could be a good match! ✨

Your role:

As Brand Manager for Lipton, you will help shape the strategy and growth of one of the world’s most recognized tea brands. Reporting to the Brand Director, you will translate consumer, category, competitive, and financial insights into clear growth priorities and integrated brand plans for the US market.

You will lead key initiatives from strategy through execution, partnering with Sales, Consumer Insights, Finance, R&D, Supply Chain, Global Marketing, and agency teams. This role combines strategic thinking, commercial judgment, creative leadership, and strong execution to deliver measurable brand and business results.

Your key responsibilities:

Brand & Business Strategy

• Support the development and execution of annual brand plans, translating Lipton’s long-term strategy into clear priorities and initiatives.


• Analyze brand performance, consumer behavior, category trends, competition, and financial data to identify growth opportunities and recommend action.


• Develop strategic recommendations that align senior leadership and cross-functional partners around key business priorities.

Integrated Marketing & Creative Leadership

• Lead integrated marketing campaigns across media, digital, social, e-commerce, shopper, PR, partnerships, and other consumer touchpoints.


• Translate brand and business objectives into strong agency briefs and provide strategic and creative direction from concept through execution.


• Manage agency partners, ensuring high-quality delivery on time and within budget.


• Partner with global teams to adapt brand platforms and assets for the US market while maintaining a consistent Lipton brand narrative.

Innovation & Portfolio Management

• Lead priority innovation and renovation initiatives from consumer insight and concept development through commercialization and launch.


• Shape consumer propositions, positioning, claims, packaging, pricing recommendations, and go-to-market strategies.


• Partner with Sales, Shopper Marketing, Category Management, and E-commerce to turn brand and innovation strategies into strong customer plans and in-market execution.

Consumer Insights & Learning

• Develop consumer learning plans and translate business questions into clear research objectives.


• Partner on qualitative and quantitative research, including methodology, target audiences, surveys, and discussion guides.


• Turn research findings into clear insights, implications, and actionable recommendations.

What we are looking for:

• Bachelor’s degree in Marketing, Business, or a related field; MBA or equivalent advanced degree is a plus.


• Around 5–7 years of experience in brand management, product marketing, innovation, or a related marketing role, ideally within CPG, food, beverage, or another consumer-focused industry.


• Strong analytical skills and experience using NIQ, IRI, or similar syndicated data, alongside consumer research and financial information.


• Experience leading integrated marketing campaigns across multiple consumer touchpoints.


• Experience managing innovation projects from concept through commercialization and launch, ideally within a stage-gate process.


• Good understanding of qualitative and quantitative consumer research and the ability to turn findings into actionable business recommendations. Previous CMI experience is preferred.


• Strong cross-functional leadership and ability to influence, navigate ambiguity, and drive decisions.


• Excellent written, verbal, and presentation skills, including communicating recommendations to senior stakeholders.


• Strong project-management skills across timelines, budgets, approvals, risks, and multiple concurrent initiatives.


• Entrepreneurial, consumer-centric, and solution-oriented mindset, with the confidence to challenge assumptions and bring forward new ideas.

What’s in it for you:

• Comprehensive insurance plans - health, dental + disability and life Insurance 


• 401(k) with 5% company matching + an extra 4% after your first year 


• Flexible Spending Account and Dependent Care Accounts 


• 20 days paid time off per year, going up to 25 days after 2 YoS and 30 days after 5 YoS


• 10 company holidays per year


• Parental Leave - Primary & Secondary  

What to expect from us:

We know that the whole recruitment process can be stressful, so we promise to make it as straightforward as possible. Our process is usually 2-3 stages (depending on the seniority of the role) and we are aiming to review every CV within 2 weeks. 

We are an organization committed to equity, inclusion and diversity to drive our business results and create a better future, every day, for our employees, global consumers, partners, and communities. We believe a diverse workforce allows us to match our growth ambitions and drive inclusion across the business. We are interested in every individual bringing their whole self to work and this includes you!