Regional Sr Brand Manager

Date: 21-Jul-2022

Location: Uxbridge, Greater London, GB

Company: Hasbro

Role: Regional Sr Brand Manager

Fixed Term Contract: 1 year 

Reporting to: Director Regional Marketing


Main Purpose:


Hasbro is a global play and entertainment company.  Hasbro Eur ASIA Marketing is currently looking to fill the role of Regional Senior Brand Manager.


The following are specific services for which you are responsible and shall be undertaken in accordance with Hasbro operating policies and procedures:

  • Key contributor to the development of Hasbro’s strategic business goals, vision and planning for the category of brands across Europe for the next 1-5 years
  • Lead brand analysis for the category making recommendations to the Regional Marketing Director across the following areas to maximize Hasbro’s commercial advantage in Europe:
    • Audiences (Consumer & Shopper)
    • Brand activation
    • Product portfolio
    • Pricing
  • Lead the Category/Brand activation toolkit development, delivery and measurement across all consumer touchpoints for Europe in partnership with:
    • Regional Retail Activation
    • Regional Media & PR
    • Regional Brand Building Team
    • Global Commercial Organisation (GCO)
  • Partner with Hub Marketing teams on Europe brand and category execution and performance analysis across all markets
  • Partner with Regional E One Brand & Content Marketing, Consumer Products and Studios to create the full Brand Blueprint activation framework for the Hub markets to activate,
  • Support the Marketing Director in the partnership with third parties such as Agencies, Licensees, Licensors and Media Networks
  • Partner with GCO to ensure that Hasbro Europes strategic, marketing and product requirements are understood and delivered
  • Be the brand ambassador globally for the Europe region highlighting the growth potential and delivery of the brand portfolio managed


Specific Responsibilities:


Regional Strategic Planning

  • Key contributor to the development and execution of 1-5 year brand and category activation strategies for Europe in partnership with the GCO and the Regional Brand Building Team driving long term growth objectives
  • Analyse and evaluate brand metrics, consumer behaviours, industry and retail trends to identify opportunities for brand and category development. Recommend key research/data gaps that will help to advance brand growth across the region
  • Key member of Regional Brand Building Team (BBT) on Growth Brands. BBT’s comprise of cross functional teams planning across all brand touchpoints feeding into the development of the Brand Toolkits for in market execution
  • Develop brand activation strategies to maximize the brand blueprint and consumer reach through partnership with Regional E One Marketing, Consumer Products, Promotions, LBE and Studios as part of One Voice implementation
  • Lead product portfolio analysis in partnership with Regional Category Management Team to:
    • Understand and communicate product development requirements for the Region to the GCO to deliver against incremental portfolio opportunities
    • Recommend optimised range to convert against target audience, play pattern and purchase occasion across all Retail Channels
  • In partnership with the Regional Commercial team, input into the Regional Exclusives portfolio to deliver against Account/Channel strategic objectives whilst being complimentary to the core ranging strategy
  • Lead category pricing analysis utilising the Regional pricing strategy making a recommendation that delivers against Net Sales and Variable Margin targets for Hasbro SA


Go-to-market activation

  • Lead the development, delivery and measurement of brand activation toolkits to be executed consistently within all markets at scale in partnership with Regional Retail activation team, Regional Media & PR, BBT’s and GCO. Toolkits include:
    • 1-3 year brand strategy including retail activation priorities
    • Campaign & communication strategy and assets
    • Point of Sale assets across all retail touchpoints
    • Product portfolio prioritisation
    • Bespoke retailer campaign framework
  • Oversee P2M/HDM Regional set up for Category portfolio in partnership with the Regional Senior Co-Ordinator
  • Partner with the Hub Marketing, E One Marketing (Brand & Content) and Consumer Products teams to drive integrated brand blueprint execution covering all Consumer Products groups, entertainment, promotions and live experience
  • Partner with Licensors and Licensees (where relevant) to ensure strong collaboration maximising Hasbro SAs business both regionally and in market


Performance Optimisation

  • Lead the analysis and evaluation of brand metrics, media performance and portfolio performance at retail to inform short to mid-term optimisation actions
  • Lead competitive market analysis to understand brand position and competitive growth areas
  • Key contributor to quarterly EMEA & Europe Brand performance reviews
  • Leads Brand performance & Campaign analysis presentations for Europe showcasing all elements of activation and areas for continued development and optimisation
  • Support the Identification and amplification of best planning and execution from Hub Marketing teams and continue to provide recommendations on process improvements across all aspects of the business


Staffing Responsibilities:


Key Relationships:


  • Europe & Asia Marketing Directors
  • Europe & Asia VP Marketing
  • Hub Category Marketing Managers
  • Europe & Asia Commercial Team
  • Europe & Asia Finance Team
  • Global Commercial Organisation
  • Consumer Products Team
  • eOne Regional Marketing Team
  • eOne Content placement team
  • Global Brand Publicity



  • Customers
  • Agencies – Strategy, Media, TV, PR, Online, Promotional/Experiential
  • Licensors / Licensing Agents
  • Movie Partners (where appropriate)


Qualifications Required:

  • Educated to degree level, ideally in Business or Marketing disciplines


Experience Required:

  • Marketing experience, ideally in a consumer goods/commercial environment
  • Experience of working in consumer and customer marketing
  • Evidence of managing a portfolio of brands
  • Experience in P&L management and brand profitability
  • Ability to interact with and influence senior management and those in other teams
  • Experience of working in multi-discipline and remote teams


Strengths Required:

  • Experience of working in multi-discipline and remote teams
  • Ability to work autonomously in a fast-paced, changing industry
  • A confident and effective communicator, with people at all levels and cross culturally, both verbal and written
  • Good cross functional networking skills, ability to persuade and influence
  • PC skills – Excel, Word and Powerpoint
  • Attention to detail
  • Provides sound rationale for recommendations
  • Research and analytical skills
  • Fluent in English
  • Experience of creating and delivering effective presentations as a tool to either inform, train or negotiate with others
  • Project management
  • Influencer:
    • Uses factual and emotional information
    • Navigates stakeholders internally and externally to optimize results
    • Team player
  • Leadership:
    • Lead, manage, motivate and develop others
    • Authentic and credible in leading others and in developing relationships with other stakeholders on all levels and customers
    • Inspires a positive performance culture in the team
    • Knows how to manage own and teams’ reputation in the business
  • Big Picture Thinking:
    • Advocates wide consultation with other teams on objectives and decisions
    • Lines up own and teams’ efforts behind wider organisational objectives
    • Delegates out and tackles important tasks and sets own priorities


Behaviours required:

  • Ability to establish realistic plans; identify action steps; convey clear expectations and juggle multiple priorities
  • Solution focused
  • Collaborative and Inspiring
  • Tactical
  • Financially aware
  • Responsible
  • Innovative and Creative
  • Curious
  • Resilient
  • Organised
  • Makes timely decisions and acts