Cimbali Group is an Italian manufacturer of professional coffee equipment. Our products are internationally recognized for their technological innovation and design. Joining the Group means contributing to building success by collaborating with a global leader that bases its achievements on quality and innovation.
Role PurposeThe Brand Manager is responsible for defining, governing and activating the brand and communication strategy of our product ensuring consistency of brand identity, effectiveness of messaging and alignment with go-to-market priorities in a B2B context.The role acts as a strategic integrator between Brand & Communications, Marketing Product and Sales, ensuring that brand positioning is fully aligned with business objectives and product value propositions.
Key Responsibilities - Brand Strategy & PositioningDefine, maintain and evolve the brand positioning of our product across B2B segments and international markets.Translate business strategy and product value propositions into clear, consistent and differentiated brand narratives.Develop and update B2B brand personas, tone of voice and brand storytelling frameworks.Ensure coherence between brand identity, portfolio architecture and long-term strategic direction.
Brand Communication & Corporate MessagingLead the institutional and brand communication of our product, in alignment with Group corporate communication.Define key messages addressed to B2B stakeholders, including customers, partners, industry media and institutional audiences.Coordinate PR and media relations activities, working with external agencies when applicable in relations to the Brand.Oversee the development of high-quality corporate and brand communication assets across online and offline channels.
Collaboration with Marketing ProductWork in close collaboration with Marketing Product teams to ensure consistency between product communication and overall brand positioning.Contribute to product marketing and design-related activities, ensuring brand consistency across the product portfolio.Support go-to-market initiatives by providing brand-driven communication frameworks and tools suitable for B2B contexts.Contribute to the definition of launch narratives and messaging, without direct ownership of product lifecycle management.
Go-to-Market & Brand ActivationActivate brand and communication initiatives supporting new product introductions and strategic business priorities, in coordination with Sales.Lead B2B brand activation programs, including international trade fairs and customer events, communication toolkits and partnerships.Define and govern global guidelines for local events, ensuring brand consistency while allowing market relevance.Coordinate the brand presence across digital and owned channels (corporate website, social media, B2B platforms).Ensure brand coherence across the B2B communication funnel, from awareness to consideration and sales enablement.Collaborate with digital and performance marketing teams to optimize brand-driven content and visibility.
Measurement, Research & PerformanceDefine and monitor brand and communication KPIs, including:Brand awareness and consideration metricsEngagement and interaction qualityWebsite traffic and contribution to the B2B funnelShare of Voice versus competitorsROI of brand and PR campaignsMedia coverage qualityAnalyze data and insights to drive continuous improvement and evidence-based decision making.
Skills & ExperienceUniversity degree in Marketing, Communication, Business or related fields.Significant experience (10+ years) in Brand Marketing and / or communications roles within B2B and international environments.Visual and aesthetic sensibility, with the ability to recognize and deliver high-quality, premium brand expression across all touchpoints.Design-oriented mindset, viewing creativity and visual identity as strategic levers to reinforce positioning and differentiation in a B2B environment.Strong ability to operate in complex, matrix organizations with multiple stakeholders.Proven capability to connect brand strategy, product value and business objectives.Experience managing agencies and cross-functional teams.Strategic mindset, analytical approach and results orientation.Fluency in English; additional languages are a plus.