Brand Equity Manager

About the role

The Brand Equity Manager will be the guardian of the DIANA brand across six Central American markets. Reporting to senior leadership, you will shape the brand’s platform, positioning, architecture and communication strategy to strengthen brand health and equity.

Key responsibilities

• Define and maintain the brand platform, positioning and architecture for DIANA.
• Develop and oversee communication plans and activation programs that resonate with consumers.
• Approve all brand‑related executions and ensure consistency across all markets.
• Monitor brand health metrics and equity indicators, providing insights for continuous improvement.
• Collaborate with cross‑functional teams, including marketing, sales and product development, to align brand strategy with business objectives.

Required profile

• Bachelor’s degree in Industrial Engineering, Marketing, Business Administration or a related field.
• Minimum 5 years of progressive experience in marketing, preferably in consumer goods.
• Strong understanding of category management, marketing and sales principles.
• Proven experience managing product portfolios and brand portfolios.
• Demonstrated ability to lead projects, manage timelines, priorities and multidisciplinary teams.

Required skills

• Project Management
• Category Management