Marketing Manager

The organisation This business is a vibrant company passionate about connecting people through exceptional beverages.
They operate some of the best independent alcohol brands and are dedicated to enhancing the on-premise experience.
Brands that they operate include Barry, Jetty Road Brewery, 78 Degrees Distillery and Mismatch Brewery. Join Our Mission Forget boring beer ads or cringe cider campaigns that only make the Marketing NPCs feel good about themselves.
We're all about creating amazing products, building relevant brands that influence culture, community and shaking things up.
We are searching for a creative and commercially minded Marketing Manager to join our team.
You will play a vital role in our portfolio strategy, brand positioning, promotion, community & partnerships, trade marketing and sales planning.
You will have accountability for our portfolio of brands across Beer, Spirits, Cider and RTDs.
The ideal person for this role is unconventional in their approach, self-motivated, able to work both independently and as part of a small team across multiple states.
Whilst you are experienced in the principles of alcohol brand marketing (on-premise and/or spirits highly valued), you can work through the line into Trade Marketing.
More importantly, you know which rules can be bent and which can be broken altogether when building relevant lifestyle brands.
Your obsession with cultural & social trends and broad networks of influence mean that you are often predicting what the next big thing is across product, GTM and community.
You have a backlog of ideas on disruptive growth tactics and creative ideas.
You are dialed-in to your intuition; however, you have the determination to gather evidence and answers to support this intuition.
This is not a traditional marketing role and requires someone motivated by delivering outcomes, growth and rolling up their sleeves.
They are a newly formed organisation backed by some of the biggest names in the industry, with over 300 on-premise venues within the brand ownership network.
We have newly acquired an enviable combo of brands: Barry, Jetty Road Brewery, Mismatch Brewery, 78 Degrees Distillery and Hills Cider and are looking to launch them into the stratosphere.
If you are the type of person motivated by coming in at the ground level, are hungry for growth, looking to set the standard for the industry and create change; we'd love to hear from you.
Key Accountabilities Brand Strategy Brand Stewardship: Act as a guardian for the brand, ensuring consistent and compelling brand expression across all touchpoints.Brand Planning & Activation: Lead the development and execution of annual brand plans, outlining key objectives, strategies, and tactics to achieve business goals.
This includes managing integrated marketing campaigns across various channels (e.g., digital, social media, events, PR).Market Analysis & Insights: Conduct thorough market research and analysis to identify consumer trends, competitive activity, and opportunities for growth.
Utilise data and insights to inform brand strategy and decision-making.Brand Positioning & Messaging: Refine and articulate the brand's positioning and core messaging, ensuring it resonates with target audiences and differentiates the brand in the market.Innovation & Portfolio Management: Lead the development of new product concepts and brand extensions, ensuring alignment with the overall brand strategy and portfolio objectives.Collaboration: Work closely with cross-functional teams (sales, supply, finance) to ensure alignment and integrated execution of brand initiatives.Consumer, Social and Community Develop and execute integrated communication strategies: Lead the development and implementation of communication plans across various channels (e.g., public relations, social media, content marketing, email marketing) to build brand awareness, engage target audiences, and drive business objectives.Social media management: Own and manage the company's social media presence across relevant platforms.
Create engaging content, manage social media communities, and leverage social listening tools to monitor brand sentiment and identify opportunities.Public relations and media outreach: Cultivate relationships with media outlets and influencers to secure positive media coverage and amplify brand messaging.
Manage press releases, media inquiries, and potential crisis communication situations.Community building: Develop and implement strategies to foster a strong online and offline community around the alcohol brands.
This could include organising events, managing online forums, and creating engaging content that encourages interaction and brand loyalty.Content creation and storytelling: Oversee the creation of high-quality content (e.g., blog posts, articles, videos, infographics) that is aligned with brand messaging and resonates with target audiences.Measurement and reporting: Track and analyse the performance of communication activities, generating reports to demonstrate the effectiveness of campaigns and inform future strategies.Trade Marketing Develop and execute impactful trade marketing programs: Lead the planning and implementation of trade marketing initiatives across on- and off-premise channels, driving distribution, visibility, and sales velocity for our alcohol portfolio.Channel strategy and activation: Develop and implement channel-specific strategies that optimize our presence and performance within key retail environments (e.g., liquor stores, supermarkets, bars, restaurants).POS mastery: Conceptualise and deliver innovative and effective point-of-sale materials to enhance brand visibility and drive purchase decisions at the point of sale.Trade promotions and incentives: Design and manage compelling trade promotions and incentive programs to motivate distributors, retailers, and sales teams.Budget management: Own and manage the trade marketing budget, ensuring efficient allocation of resources to maximize ROI.Collaboration and relationship building: Foster strong relationships with key stakeholders across sales, distribution, and retail partners to ensure alignment and effective execution of trade marketing programs.Brand Communications, Partnerships, Experience & Event Planning Activities Partnerships: Identify and secure strategic partnerships with complementary brands, organisations, and individuals to expand reach, engage new audiences, and create unique experiences.Sponsorships: Secure and manage sponsorships for events and other initiatives, ensuring alignment with brand values and objectives.
This includes identifying potential sponsors, negotiating sponsorship packages, and delivering on sponsorship commitments.Owned events: Conceptualise, plan, and execute impactful owned events (e.g., launch parties, tastings, festivals, brand activations) that create memorable brand experiences, generate excitement, and drive consumer engagement.Skills and Experience Brand Marketing experience within Alcohol is mandatoryTrade Marketing experienceSpirits, RTD and on-premise experience is mandatoryManagement of internal and external creative team membersA track record of delivering disruptive initiatives that deliver commercial resultsEnd-to-end campaign management experience including BTL, digital, shopper activations, and consumer/trade promotionsNPD delivery and managementWho you are A passion for the beverage industry, hospitality and the on-premiseYou exude creativity, are a breaker of convention and do not default to how things have always been doneYou are someone that builds team culture, people want to work with you and love to network.You have a challenger mindset, are willing to build from the ground up and get your hands dirty.You have an eye toward the future and what is coming next.You are a self-learner and have the ability and drive to learn new skills.You have strong written and verbal communication skills and pay attention to detail.Ability to work independently and are self-motivated.If you think you have the necessary skills, experience and could be a good fit for the role, then please apply now.
For a more in-depth discussion, please call Stuart Carruthers on .
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