Sr. Brand Manager - Castrol Edge

BP Wayne , NJ 07470

Posted 2 months ago

About BP

We are a global energy business involved in every aspect of the energy system. We have 75,000 employees in 80 countries, working towards delivering light, heat and mobility to millions of people, every day. We are one of the very few companies equipped to solve some of the big complex challenges that matter for the future. We have a real contribution to make to the world's ambition of a low carbon future. Join us, and be part of what we can accomplish together.

The Downstream segment has global manufacturing and marketing operations. It is the product and service-led arm of BP, made up of three businesses (Fuels, Lubricants, and Petrochemicals).

We aim to run safe and reliable operations across all our businesses, supported by leading brands and technologies, to deliver high-quality products and services that meet our customers' needs.

Disciplined execution of our strategy is helping improve our underlying performance, capture opportunities for further growth, generate attractive returns and create a more resilient business that is better able to withstand a range of market conditions; and create opportunities for future growth.

Job Family Group

Marketing Group

Job Profile Summary

Responsible for assisting in the implementation of marketing programmes for the business and, specifically, using sound marketing knowledge and experience to support the development of innovative products and brand offers, leveraging consumer and customer insights, supporting country plans and managing as per brand guidelines and policy.

Job advert

BP acquired Castrol in 2002 and we've maintained the brand's commitment to specialization, innovation and collaboration. Today, Castrol products are sold in more than 150 countries and Castrol is the preferred lubricants partner for several top-rated vehicles as well as many other businesses.

Castrol EDGE is a fully synthetic motor oil that is engineered for drivers who want only the best from their engines. Castrol EDGE with Fluid TITANIUM Technology, is the natural choice for drivers who demand maximum performance and protection from their cars. Unlock exhilarating performance with every drive.

In this role the Sr. Brand Manager will be responsible for the Edge brand USA and report to the Director, Brand and will be responsible for developing & implementing an overall strategy on the #1 Premium brand within the business unit inclusive of: specific offers, promotions and communications for the EDGE brand while working closely with Trade Activation & the Sales teams to implement and deliver unique offerings to drive volume, gross margin and market share targets while maximizing business returns. This is all done through the spirit of our global vision that is uniquely brought to life within each country.

Principle Responsibilities

  • Develop and execute annual brand marketing plans (consumer, trade, and advertising) in an effort to deliver or exceed stated volume objectives.

  • Partner with consumer insights to unlock deeper consumer needs and identify white space opportunities.

  • Develop strategic road map for product/pack and channel expansion.

  • Proven skills in leading integrated communication strategy working with key stakeholders within the organization as well as external agency partners.

  • Creative thinking ability to develop new products, advertising/consumer connections concepts/briefs and in-store display execution.

  • Oversee the expansion of Edge across channels. Develop pricing principles, understand consumer needs, retailer strategies balanced with internal capabilities.

  • Develop solid plans for delivering growth in the high drive window for the total lubricants business.

  • Partner with sales, sales operations, finance, integrated marketing, supply chain and other key cross-functional partners to deliver business results on the Edge portfolio

Job Complexity

  • Enterprise mindset.

  • Expected to be able to formulate sound strategies as well as to oversee and drive executional excellence in all initiatives.

  • Must be able to juggle and advance multiple priorities at once, in a timely fashion, with high-quality output across multiple functions in the organization.

  • Able to manage ambiguity, and work in flexible environment, problem-solve complex business situations.


  • Bachelor's Degree Required/MBA preferred.

  • 5-7 years of traditional brand management experience; CPG retail experience preferred.

  • Strong leadership, ability to set, communicate and drive brand vision.

  • Sound financial/analytical acumen, problem identification and resolution skills and creative/consumer insights abilities

  • Strong interpersonal and communication skills to motivate and lead a diverse cross-functional team of professionals. including brand marketing, market research, finance, operations, R&D, sales and agencies.

  • Up to 25% Travel Required.

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Sr. Brand Manager - Castrol Edge