The posting
At Kafea Terra, coffee is at the heart of everything we do. We are passionate about building strong coffee brands, creating meaningful consumer experiences and continuously raising the bar in quality, innovation and commercial execution.
As we continue to grow, one of our key ambitions is to strengthen the presence, relevance and impact of our brands in Greece and across international markets. For Dimello, this means building on a strong foundation while accelerating its next phase of growth, strengthening brand equity and expanding its reach and connection with consumers across markets and channels.
We are looking for a Dimello Brand Lead who will bring together strategic thinking, consumer understanding, creativity and commercial leadership to help shape the next chapter of the brand.
Position Overview
The Dimello Brand Lead is responsible for leading the development and execution of the brand strategy, driving sustainable business growth, profitability and long-term brand equity.
The role combines strategic thinking, strong commercial acumen, consumer and market understanding, analytical capability and marketing expertise, translating business priorities and consumer insights into clear brand strategies, annual plans and high-quality execution.
Working closely with the Marketing Director and cross-functional teams, the Dimello Brand Lead acts as the business and brand owner for the assigned portfolio, ensuring, brand leadership and commercial excellence.
Core Responsibilities
1. Brand Strategy & Business Growth
- Develop, recommend and execute comprehensive brand strategies aligned with the Company’s business objectives, brand positioning and market opportunities.
- Own the development of the annual brand plan, defining clear objectives, strategic priorities, key initiatives, timelines and investment requirements.
- Drive sustainable brand and portfolio growth across relevant channels, including HORECA, Retail and E-commerce.
- Maintain a strong understanding of consumers, customers, competitors, category dynamics and emerging market trends, translating insights into clear strategic choices and actions.
- Lead regular business and brand performance analysis, identifying growth opportunities, performance gaps and corrective actions.
- Challenge existing approaches and recommend initiatives that strengthen the brand’s competitive position and long-term growth potential.
2. Brand Equity, Consumer & Communication
- Own and continuously strengthen brand equity, positioning and relevance within the target consumer segments.
- Ensure consistent expression of the brand strategy, positioning and identity across all communication and consumer touchpoints.
- Develop integrated marketing and communication strategies that support both brand-building and commercial objectives.
- Lead the development of campaigns from briefing through execution and evaluation, ensuring strong creative quality and consistency.
- Translate consumer insights, cultural trends and category developments into relevant communication and activation opportunities.
- Work closely with media, digital, creative and activation partners to deliver effective and differentiated brand experiences.
- Monitor campaign effectiveness and brand health, translating results and learnings into future action.
3. Portfolio, Innovation & Renovation
- Partner with the Marketing Director, R&D teams to shape the medium- and long-term innovation and renovation pipeline for the assigned brands.
- Identify consumer needs, market gaps, emerging trends and brand equity opportunities that can support future portfolio development.
- Drive impactful innovation launches, from opportunity identification to concept development and executional excellence.
- Ensure new products and initiatives are strategically aligned with brand positioning, portfolio architecture and commercial objectives.
- Monitor innovation performance and recommend corrective actions or portfolio optimisation where required.
4. Pricing, Promotion & Commercial Partnership
- Lead the brand’s pricing strategy based on brand’s growth ambition & competitive context, driving profitable growth.
- Partner with Customer Marketing Manager and Sales teams providing pricing and promotional guidelines at brand level, ensuring translation into the right architecture per channel (Retail, HoReCa, e-commerce)
- Strongly partner with Customer Marketing Manager to ensure brand plans are effectively translated into strong channel and customer plans
- Lead premium brand visibility at the POS, overseeing the end-to-end creation and distribution of high-quality Point of Sale Materials (POSM)
- Align on KPI’s and monitoring of implementation with Customer Marketing Manager & Sales teams
- Provide brand and consumer input into annual commercial planning and key customer initiatives.
- Inspire the Sales organization with clear brand propositions, compelling brand story-telling & supportive materials.
- Maintain a strong understanding of channel context, customer dynamics and competitive activity to ensure brand strategies remain commercially relevant.
5. Brand P&L & Budget Management
- Take ownership of the key elements of the brand P&L
- Monitor sales, gross margin, profitability, marketing investment and other relevant business indicators.
- Manage the annual brand budget, ensuring disciplined allocation of resources against strategic priorities.
- Monitor marketing expenditure and ensure initiatives are delivered on time, within budget and against agreed objectives.
- Evaluate effectiveness and return on marketing investment and recommend optimisation actions.
- Provide accurate and regular budget and performance reporting to the Marketing Director.
6. Agency & External Partner Management
- Manage relationships with creative, media, digital, activation, research and other external partners.
- Develop clear, strategic and inspiring agency briefs.
- Challenge external partners constructively and raise the quality of strategic thinking, creativity and execution.
- Establish clear expectations and performance standards for agency partners.
- Ensure external resources and investments are effectively managed and aligned with Company priorities.
7. Cross-Functional Leadership
- Act as the key brand interface across the organisation.
- Build strong collaboration with Sales, Customer Marketing, R&D, Innovation, Finance, Supply Chain, Corporate Communications and other relevant functions.
- Lead cross-functional brand projects, ensuring alignment on priorities, responsibilities and execution.
- Influence stakeholders without relying solely on formal authority and create commitment behind key brand initiatives.
- Ensure that strategic decisions are translated into clear actions and disciplined execution.
8. Team Leadership & Development
- Provide direction, coaching and support to direct reports and junior team members.
- Set clear expectations, objectives and priorities and ensure appropriate follow-up.
- Support the professional development of team members through regular feedback, coaching and exposure to broader responsibilities.
- Foster a collaborative, accountable, agile and high-performance team culture.
- Contribute to the development of broader Marketing capabilities and ways of working.
Requirements
- Bachelor’s degree in Marketing, Business Administration, Economics or another relevant field.
- MBA or relevant postgraduate qualification will be considered an asset.
- 5–7+ years of progressive Brand Management / Marketing experience, ideally within FMCG.
- Proven experience managing brands with clear commercial and financial accountability.
- Experience within Coffee, Food, Beverages or other branded consumer categories is highly desirable.
- Deep understanding of brand management principles and best practices.
- Strong consumer orientation and understanding of consumer behaviour, motivations and emerging trends.
- Strong analytical capability and confidence working with P&L, market data, financial KPIs and business cases.
- Ability to move easily between strategy, consumers and numbers.
- Strong commercial acumen and understanding of pricing, profitability and growth drivers.
- Track record of building brands and delivering measurable business growth.
- Experience across Retail and/or HORECA is highly valued.
- Strong communication, influencing and cross-functional leadership skills.
- Entrepreneurial mindset, curiosity and strong bias for action.
- High level of ownership, accountability and bias for action.
- Strong operational discipline with focus on excellence in execution.
- Digital, social and media literacy.
- Strong agency management and briefing skills.
- Fluency in Greek and English.
Benefits
At Kafea Terra, you will join a dynamic and evolving organisation where ideas, ownership and impact matter.
We offer the opportunity to:
- Take real ownership of a strong and growing coffee brand with ambitious growth plans in Greece and international markets.
- Play a key role in shaping the future direction, positioning and growth of Dimello.
- Work closely with senior leadership and cross-functional teams on high-impact business initiatives.
- Contribute to the expansion of the brand across different channels, markets and consumer occasions.
- Develop your capabilities through meaningful responsibility, exposure and challenging projects.
- Be part of a team that shares a genuine passion for coffee, brands and consumers.
If you are excited by the opportunity to build brands, create growth and make a visible business impact, we would be happy to meet you.
