Regional Brand Manager

Status: Full-Time Position
Reports To: Chief Marketing Officer (CMO)
Brands Covered: Assigned CAN Automotive Brand Portfolio and the Caribbean Automotive Network corporate brand
Job Summary
Responsible for the development, management, and growth of assigned automotive brands across Caribbean markets, as well as the marketing and positioning of Caribbean Automotive Network itself.
The Regional Brand Lead will build and evolve distinctive brand worlds, translating OEM direction, product priorities, customer insights, and commercial objectives into relevant brand plans and market execution. The role will focus on strengthening brand differentiation, building equity, driving demand, and ensuring each brand has a clear and compelling presence across the region.
Alongside the brand portfolio, the role is responsible for positioning Caribbean Automotive Network as a corporate brand within the wider automotive retail and distribution landscape, building the company’s recognition, credibility, and reputation with customers, OEM partners, and industry stakeholders.
Objectives of this Role
Develop and manage the positioning and brand plans for assigned brands across regional markets.
Build and evolve distinctive brand worlds that strengthen relevance, differentiation, and competitiveness.
Translate product and commercial priorities into effective campaigns and go-to-market plans.
Build awareness, consideration, demand, and long-term equity for assigned brands.
Position and market Caribbean Automotive Network as a credible, recognised leader in automotive retail and distribution across the region.
Equip territory and dealer teams with the brand direction, marketing tools, and resources required for effective local execution.
Monitor brand and market performance and continuously identify opportunities to strengthen brand relevance and impact.
Key Responsibilities
Brand Development & Positioning
Develop and maintain positioning, target audiences, value propositions, messaging, and brand expression for assigned marques.
Build and evolve distinctive brand worlds across communications, content, partnerships, experiences, and customer touchpoints.
Identify opportunities for each brand to occupy a clear, differentiated, and competitive space within the regional automotive landscape.
Translate global OEM direction into locally relevant brand expressions while maintaining brand integrity.
Monitor consumer, cultural, and competitive trends to keep assigned brands relevant and distinctive.
Brand Planning & Activation
Develop annual brand plans aligned with commercial and product priorities.
Translate brand strategy into integrated campaigns, content, media, partnerships, sponsorships, and experiences.
Develop and execute go-to-market plans for new models and priority product initiatives.
Manage assigned brand activity within approved budgets, timelines, and objectives.
Dealer & Territory Support
Develop campaign toolkits, launch materials, brand resources, and marketing calendars for regional execution.
Work closely with territory and Sales teams to understand dealer needs, customer barriers, and local market opportunities.
Support dealers in consistently communicating each brand's positioning, value proposition, and distinctiveness.
Ensure regional brand activity can be effectively adapted to local market needs while maintaining consistency.
Cross-Functional & Agency Management
Work closely with Product and Sales to translate product, market, and commercial intelligence into relevant brand activity.
Brief and manage creative, media, digital, and other agency partners against agreed brand objectives.
Coordinate with OEM marketing teams to ensure alignment with global brand requirements, assets, and opportunities.
Maintain consistency and quality across brand communications and customer touchpoints.
Performance & Optimization
Monitor brand, campaign, lead-generation, and market performance across assigned territories.
Use customer, sales, competitive, and marketing insights to identify opportunities and optimize brand activity.
Track performance against agreed brand and marketing KPIs.
Provide regular performance updates, learnings, and recommendations.
Caribbean Automotive Network Corporate Brand
Develop and steward the positioning, narrative, and identity of Caribbean Automotive Network as a leading automotive distribution group in the region.
Build recognition and credibility for CAN among key stakeholders, including customers, OEM and prospective brand partners, dealers, corporate and fleet clients, financial partners, media, and the wider business community.
Define a clear brand architecture between CAN and its portfolio brands, so the corporate brand adds trust and value without competing with individual marques.
Develop and execute an annual corporate brand plan covering communications, PR, thought leadership, digital presence, events, and industry partnerships.
Role Profile
Strong experience in brand management, strategic marketing, or integrated marketing.
Proven ability to translate brand strategy into effective campaigns and market activation.
Strong understanding of positioning, audience development, brand differentiation, and brand building.
Experience working across multiple brands, markets, or territories preferred.
Experience in corporate brand, reputation, or B2B marketing advantageous.
Commercially minded with the ability to use customer and performance insights to inform decisions.
Strong cross-functional, agency, and stakeholder-management skills.
Automotive experience advantageous but not essential.
Required Qualifications
Bachelor's degree in Marketing, Business Administration, or related field
5+ years' experience in brand or product management, preferably in automotive or distribution
Strong analytical skills with experience in pricing strategy and market analysis
Excellent understanding of Caribbean market dynamics and cultural nuances
Proficiency in data analysis tools and CRM systems
Strong presentation and communication skills
Ability to work independently and manage multiple brands simultaneously
Key Success Metrics
Growth in brand awareness, consideration, and preference across priority markets.
Achievement of agreed lead-generation, test-drive, conversion, and brand/model performance targets.
Strength and clarity of brand positioning and differentiation within the competitive landscape.
Growth in recognition, credibility, and reputation of Caribbean Automotive Network among customers, OEM partners, and industry stakeholders.
Effective and timely execution of campaigns, new-model launches, and key brand initiatives.
Adoption and effectiveness of regional marketing programs across dealer and territory networks.
Effective management and optimization of brand marketing investment against agreed objectives and KPIs.

Skills
Data Analysis, Product Management, Brand Management, CRM

Experience
5+ yrs

Employment type
Full-Time

Work arrangement
Yes