Department    Marketing
Reports To    Marketing Director

Position Summary

The Brand Manager is responsible for building, protecting, and growing the ROMEL brand to become the most trusted and preferred electrical equipment brand in the market. This role owns the overall brand strategy, communication planning, ATL campaigns, Public Relations, Events, Sponsorships, Brand Identity, and Consumer Engagement initiatives.

The Brand Manager serves as the custodian of the ROMEL brand, ensuring every touchpoint from advertising and events to packaging and customer experience reflects the company's values, positioning, and promise.

This role is accountable for driving brand awareness, strengthening brand equity, improving customer perception, supporting business growth, and ensuring ROMEL maintains a competitive advantage in the marketplace.

Key Responsibilities

1. Brand Strategy & Brand Management

Responsibilities

• Develop and implement the annual brand strategy. 

• Define and continuously refine ROMEL's brand positioning. 

• Establish clear brand architecture for all ROMEL product categories. 

• Develop long-term brand growth plans. 

• Manage brand identity and consistency across all platforms. 

• Ensure alignment between marketing activities and business objectives. 

• Monitor brand health and market perception. 

• Lead brand transformation and repositioning initiatives when required. 

Key Deliverables
•    Annual Brand Strategy 
•    Brand Roadmap 
•    Brand Architecture Framework 
•    Brand Health Reports 
2. ATL (Above-The-Line) Marketing Management
Responsibilities
Develop and manage all mass-market communication campaigns including:
Television
•    TV commercials 
•    Product feature campaigns 
•    Corporate image campaigns 
•    Media planning and scheduling 
Radio
•    Radio advertising 
•    Product awareness campaigns 
•    Sponsorship announcements 
Print Media
•    Newspaper advertisements 
•    Magazine placements 
•    Industry publications 
Outdoor Advertising
•    Billboards 
•    Digital screens 
•    Street branding 
Campaign Management
•    Develop annual ATL communication calendar. 
•    Manage agency briefing and coordination. 
•    Approve creative concepts. 
•    Monitor campaign performance. 
•    Ensure message consistency. 
3. Integrated Marketing Campaign Management
Responsibilities
•    Develop integrated 360° marketing campaigns. 
•    Align ATL, BTL, Digital, PR, and Trade Marketing activities. 
•    Create campaign objectives and KPIs. 
•    Lead campaign planning sessions. 
•    Coordinate campaign execution across departments. 
•    Measure campaign effectiveness. 
4. Public Relations (PR) & Corporate Communications
Responsibilities
Media Relations
•    Build strong relationships with journalists and media houses. 
•    Organize media briefings and press conferences. 
•    Coordinate interviews and media appearances. 
•    Develop annual media engagement plans. 
Corporate Communications
•    Prepare corporate announcements. 
•    Draft speeches and executive messaging. 
•    Develop company profile materials. 
•    Support leadership communication initiatives. 
Press Management
•    Develop press releases. 
•    Manage media inquiries. 
•    Monitor media coverage. 
•    Generate media exposure opportunities. 
5. Events, Sponsorships & Brand Activations
Responsibilities
Develop and manage all major brand events:
Corporate Events
•    Annual dealer conferences 
•    Partner appreciation events 
•    Company milestone celebrations 
•    Corporate networking events 
Product Launches
•    Product unveiling events 
•    Press launch events 
•    Customer launch programs 
Trade Events
•    Industry exhibitions 
•    Construction expos 
•    Electrical trade fairs 
•    Technology showcases 
Sponsorship Management
•    Sports sponsorships 
•    Industry event sponsorships 
•    Educational institution partnerships 
•    Professional association sponsorships 
Event Management Responsibilities
•    Event concept development 
•    Budget planning 
•    Vendor management 
•    Venue selection 
•    Logistics management 
•    Event branding 
•    Post-event reporting 
6. Consumer Insights & Market Research
Responsibilities
•    Conduct brand perception studies. 
•    Analyze customer behavior. 
•    Track brand awareness and preference. 
•    Conduct competitor benchmarking. 
•    Monitor market trends. 
•    Generate actionable insights. 
7. Agency & Vendor Management
Responsibilities
Manage relationships with:
•    Advertising agencies 
•    Media buying agencies 
•    PR agencies 
•    Event agencies 
•    Creative production companies 
•    Research agencies 
Responsibilities Include
•    Agency selection and evaluation. 
•    Contract negotiations. 
•    Performance management. 
•    Quality assurance. 
•    Budget control. 
8. Budget Management
Responsibilities
•    Develop annual brand marketing budget. 
•    Allocate resources across ATL, PR, Events, and Sponsorships. 
•    Track budget utilization. 
•    Ensure cost-effective spending. 
•    Monitor ROI. 
Leadership Responsibilities
Team Leadership
•    Lead and mentor the brand team. 
•    Set performance objectives. 
•    Conduct regular performance reviews. 
•    Build team capabilities. 
•    Foster innovation and creativity. 
Cross-Functional Leadership
•    Sales Department 
•    Trade Marketing Team 
•    Product Team 
•    Procurement Team 
•    Finance Department 
•    Customer Service Team 

Job Requirements

Qualifications

Education

• Bachelor's Degree in Marketing, Communications, Business Administration, Public Relations, or related field. 

Experience

Minimum Requirements

• 5–8 years of progressive marketing experience. 

• Minimum 3 years in a Brand Manager or Senior Marketing role. 

• Experience managing ATL campaigns, PR, and corporate events. 

• Experience working with advertising and media agencies. 

• Experience in Electrical Equipment, Construction Materials, FMCG, Consumer Durables, or Industrial Products is highly preferred. 

Required Competencies

Strategic Competencies

• Brand Strategy Development 

• Market Planning 

• Consumer Insight Analysis 

• Business Acumen 

• Commercial Thinking 

Technical Competencies

• ATL Campaign Management 

• Public Relations Management 

• Corporate Communication 

• Event Management 

• Sponsorship Management 

• Media Planning 

• Budget Management 

• Research & Analytics 

Leadership Competencies

• Team Leadership 

• Stakeholder Management 

How To Apply

Interested and qualified candidates should submit their CV, cover letter, and relevant credentials to: hr@romel.et 

Subject line: Application – Name and Job Title 

Application Deadline: July 5th 2026 

Only shortlisted candidates will be contacted.   

ROMEL General Trading PLC is an equal opportunity employer.

For enquiries: Tel: 0930078032 | 

Address: ROMEL General Trading PLC, Addis Ababa, Ethiopia

Job Requirements Bachelor's Degree in Marketing, Communications, Business Administration, Public Relations, or related field.  of study with relevant work experience, out of which 1/2 years should be as Branch Manager II, Assistant Manager-III, Team Leader-II with related jobs null How to Apply Interested applicants can submit their CV and relevant documents through the provided e-mail