Brand Manager - Pet Foods

Position Overview:

This is a fantastic opportunity for an experienced Brand Manager to join an exciting FMCG business developing, implementing, and executing strategic product marketing and NPD plans for the pet food and treats category and associated brands.

The brand manager will work within the Pets Choice marketing team, reporting to the Senior Brand Manager – Pet Food.  You will have a background in product management and product marketing, brand comms, managing agencies as well as an ability to work alongside category, sales, production and technical NPD teams to help increase the reach of the brand and products.

The role will focus on our pet food brands and as such the role will require involvement in events and shows around the country and occasionally abroad. It is essential that the post holder is confident and comfortable around dogs and other pets.

Ideally coming from a manufacturing background, you will need to to drive the product portfolio, working within a fast-paced environment, FMCG experience is essential, along with the ability to manage multiple projects simultaneously.

This is a culture business that wants a hands-on marketeer that will make a difference.



The location of the role is within a new head office, alongside its Distribution and Manufacturing Centre located on Whitebirk Industrial Estate, Blackburn.

Company Overview:

Pets Choice is a leading pet food manufacturer whose industry knowledge spans over 135 years. Based in Blackburn, Lancashire, the Pets Choice portfolio of brands offers a variety of products for pets and wild animals under its brands; Webbox, Bob Martin, TastyBone, Meatiful, Spike’s World, Goodwyns, Davies, Oceanic and Vitakraft. Each brand offers a unique insight into animals from dogs to ducks and produces high-quality products that cater to a wide variety of consumer needs. As a trusted partner, Pets Choice provide private label goods including extruded food, wet food and retorted trays, and baked fresh meat treats. The business also offers additional services such as packaging design, fulfilment and logistics. With a broad range of capabilities and distribution channels worldwide, Pets Choice are proud to be a major supplier to the UK grocery, independents and pet speciality sectors.


  • Manage key product portfolios within food and treat brands for Pets Choice and contributes to NPD/EPD pipeline ensuring excellence in execution.
  • To work alongside the Senior Brand Manager owning performance, identifying opportunities, and ultimately driving business growth for the brands.
  • To work alongside the Senior Brand Manager developing, brand content and campaign plan, implements and drives all marketing, advertising & promotional activities.
  • To work alongside the Senior Brand Manager developing shopper marketing & category management initiatives to deliver the shopper brand experience at the point of purchase within the retail environment
  • Maintains brand integrity across all company marketing initiatives and communications of products.
  • Continuously monitors marketing trends and keep a close eye on competitive products & activity in the marketplace - supported by the Category & Insights team.
  • Drive New Product Development initiatives from concept through to launch, in the process unifying and motivating cross-functional teams against common goals.
  • Responsible for packaging development
  • Support the Brand Team in development and articulation of consumer insights and gains the understanding of their consumer, trends, and learns relevant tools and methodologies that set the foundation of marketing decisions.
  • General data administration including updating and generating NPD documents
  • Assisting with preparation and execution of consumer exhibitions and other events. Attendance mandatory.
  • Generating and thoroughly proof-reading product and marketing copy. Checking, cross-referencing and signing off packaging artworks.
  • Manages annual brand marketing budget

Key attributes and skills:

  • Master’s degree in marketing or similar
  • Minimum of 2 years’ experience working within an FMCG business is essential
  • At least 5 years’ experience as a Brand Manager (or similar role) with knowledge and/or experience in shopper marketing and category management
  • Strong interpersonal skills with the ability to interface with and influence a diverse population, multiple levels of an organization and various cross-functions and multi-cultural teams
  • Strong analytics skills
  • Result oriented and able to manage multiple projects simultaneously
  • Problem solving
  • Positive / personable attitude always.
  • Very organised and reliable
  • Must be fluent in English
  • Polite, courteous well presented
  • Ability to work as part of a team
  • A flexible, enthusiastic, and committed attitude
  • Full UK and clean driving licence is preferred


  • Experience in the pet food/pet care or pharmaceuticals sector
  • Working within a manufacturing environment
  • Languages – Spanish, Germany, Italian or French


Salary dependent on experience.

Holiday entitlement is 23 days pa plus statutory bank holidays (3 days to be used during the Christmas period).


Company pension scheme will also be available after qualifying period. 

Core working hours are 8.30 – 5.00, Monday to Thursday, and 8.00 – 4.00 Friday with half hour for lunch, however due to the nature of the role some out of hours working will be required.

The role is office base with occasional travel to consumer shows/exhibitions as and when required

All new employees must be eligible to work and live in the UK.  You will be required to show your passport and official documentation showing your national insurance number and current address.

If you would like to apply for this position, please send your cv to