Brand Manager CEEMEA

Function: Marketing Location: Instanbul, 34, TR Work Arrangement: Hybrid ABOUT THE WELLA COMPANY

Together, WE enable individuals to look, feel, and be their true selves. Wella Company is one of the world’s leading beauty companies, comprised of a family of iconic brands such as Wella Professionals, Clairol, OPI, Nioxin and ghd. With 6,000 employees globally, presence in over 100 countries, Wella Company and its brands enable consumers to look, feel, and be their true selves. As innovators in the hair and nail industry, Wella Company empowers its people to delight consumers, inspire beauty professionals, engage communities, and deliver sustainable growth to its stakeholders. For additional information about the Wella Company please visit www.wellacompany.com.

THE ROLE The Brand Manager for the Care Category is responsible for coordinating CEEMEA Wella’s care brands. The role is responsible for full product lifecycle management, commercial activation, and channel strategy across professional, retail, and e‑commerce channels. This position collaborates closely with Marketing, Sales, Education, Trade Marketing, Digital, Supply Chain, and global brand teams to deliver sustainable growth, market share gains, and strong brand equity.

KEY RESPONSIBILITIES

Brand Strategy \& Planning * Drive the annual brand plans for Nioxin and Sebastian, aligned with regional and global strategic priorities. * Analyze category trends, competitive landscape, and consumer insights to identify growth opportunities. * Define channel‑specific strategies to maximize brand presence and performance across salons, retail, and e‑commerce.

Innovation \& Portfolio Management * Manage the full product lifecycle: forecasting, pricing, portfolio optimization, and phase‑in/phase‑out decisions. * Partner with global brand teams on new innovation launches, ensuring local relevance and flawless execution. * Coordinate regulatory and packaging needs for all markets.

Commercial \& Channel Activation * Lead 360° activation plans including campaigns, promotions, education programs, sampling, and digital amplification. * Work with Sales and Trade Marketing to tailor activation for each channel (professional distributors, direct salon, retail chains, pure‑play e‑commerce). * Ensure excellence in in‑store execution, merchandising, and online product content (PDP optimization, A+ content, ratings \& reviews).

Budget \& Performance Management * Own brand P\&L for assigned portfolio, ensuring profitable growth. * Monitor brand performance KPIs: market share, penetration, sell‑in/sell‑out, ROI of activations, and campaign effectiveness. * Manage A\&CP budgets with full accountability and optimization.

Cross‑Functional Collaboration * Partner with Education teams to shape technical training and salon support programs for care products. * Coordinate demand planning and supply chain to secure strong service levels and forecast accuracy. * Align with Digital \& CRM teams to build strong online presence and consumer engagement journeys.

Brand Equity \& Communication * Safeguard and elevate brand equity for Nioxin and Sebastian across all touchpoints. * Localize global brand guidelines and storytelling to resonate with consumers and professionals. * Oversee asset creation and adaptation for campaigns, packaging, and digital content.

REQUIREMENTS

• Bachelor’s degree in Marketing, Business, or related field; Master’s preferred.
• 4–7+ years of brand management or trade marketing experience, ideally in beauty, FMCG, or professional haircare.
• Demonstrated success in owning P\&L or brand performance KPIs.
• Proven experience leading large, multi‑brand and multi‑country portfolios
• Strong track record in ATL communication development and innovation launches
• Experience working in complex CEEMEA or emerging market environments
• Demonstrated success in matrix leadership and cross‑functional collaboration
• Demonstrated success leading innovation and go‑to‑market programs
• Experience working in complex, multicultural, matrix organizations
• Ability to build effective relationships internally \& externally, driving shared goals.
• Pro-active attitude and flexible approach.
• Excellent time management skills and prioritization under pressure.
• High attention to detail, strong organization and analytical skills.
• Problem-solving and conflict resolution abilities
• Organizational and multitasking skills
• Excellent communication skills. Proficiency in English.
• High numeracy, and excellent PC skills.
• Project management skills
• Ability to follow through and complete tasks on time
• Solution-minded; desire to solve problems
• Taking ownership and accountability for outcomes is a required attitude
• Ability to work independently
• Self-motivated and results-driven

WELLA COMPANY CORE VALUES:

• Creative - We foster creativity and excellence to create value for our brands \& business.
• • Create brand \& customer experiences that delight
  • Value expertise and intuition with data
  • Promote innovative ideas \& excel in executing them
• Collaborative - We work together to create the extraordinary.
• • Act as one team from global to local and across functions
  • Inspire \& empower others to succeed
  • Treat everyone with trust \& assume positive intent
• Courageous - We are agile, entrepreneurial and we own our future.
• • Take full accountability for driving results
  • Make things happen quickly, turning decisions into action
  • Be open minded \& adaptable to new thinking and ways to work
• Connected - We stay connected, ensuring we are always customer centric.
• • Connect with professional \& consumer needs \& behaviors
  • Think digital first as we engage with professionals \& consumers
  • Create active \& engaged communities physically \& digitally
• Committed- We are responsible for our impact on others \& planet.
• • Build inclusive and diverse teams
  • Act with integrity \& transparency towards each other \& the consumer
  • Work to have a positive impact on the planet