Senior Brand Manager- Pet Food

Position Overview:

The brand manager will work within the Pets Choice marketing team, reporting to the Head of Marketing.  You will have a background in managing a small team, product and brand marketing, managing agencies as well as an ability to work alongside marketing, 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, 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.


  • Leads pet food and treat brands for Pets Choice.
  • Manage and develop, two direct reports – Brand Managers.
  • Brand strategy - including the setting of style guides, brand guidelines, brand vision and value proposition for short as well as long term.
  • Develops the annual marketing plans and contributes to NPD/EPD pipeline ensuring excellence in execution.
  • Develops brand portfolio strategy, contributes to pricing and promotional strategy recommendation, proposes brand portfolio and reviews for key channels and key customers, aligning with sales.
  • Works across functions including sales, the NPD team, technical, manufacturing, supply and finance to develop and contribute to execute successful commercial plans to deliver financial and share plans and targets.
  • Responsible for packaging development and works with creative agencies and closely with Project Management Team.
  • Develops, brand content and campaign plan, implements and drives all marketing, advertising & promotional activities.
  • Analyses product sales, market data and relevant financials.
  • 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.
  • Develops shopper marketing & category management initiatives to deliver the shopper brand experience at the point of purchase within the retail environment
  • Manages annual 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
  • Direct line management
  • 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