Senior Brand Manager - Visitor Experiences

at  Irish Distillers

Job Title: Senior Brand Manager - Visitor Experience
Location: Dublin 7, Smithfield
Duration : 12 months
Working Type: Blend of on-site / remote
About Irish Distillers
Irish Distillers is Ireland’s leading supplier of spirits and wines and producer of some of the world’s most well-known and successful Irish whiskeys. Led by Jameson, our brands are driving the success of Irish whiskey globally. Jameson is the world’s fastest-growing Irish whiskey, achieving +10% net sales growth globally in FY23. Our brands are exported to 130+ markets around the world. We employ over 900 people across our operations in Cork and Dublin.
About our Visitor Experiences
Giving our guests the opportunity to touch, taste, smell and interact with Jameson and our family of brands within the original distillery buildings of Midleton and Jameson Bow Street is extremely powerful. Our Brand Homes at Bow St in Dublin & our Midleton Distillery Experience in Cork are integral consumer touchpoints within our marketing mix, delivering against all of the brand’s strategic priorities, and in particular – driving advocacy.Our marketing team build awareness and convince whiskey connoisseurs & the curious to visit us.
About the role
Reporting to the Marketing Manager for Brand Homes, we are looking for a creative, ambitious Senior Brand Manager to join our dedicated marketing team supporting the Brand Homes business. You will play a key role in the design & delivery of our strategic marketing plans for Bow St. & Midleton; setting clearly defined objectives, strategies & tactical plans to ensure we achieve our business ambition & targets. You’ll build share of voice and buzz for Brand Homes.
We have an exciting year ahead as we continue to grow our visitor numbers (from Ireland & overseas), fresh from cutting the ribbon on our new Midleton Distillery Experience, transforming our Brand Home experience in Co. Cork into The Heart and Soul of Irish Whiskey.
You will also lead on both Midleton Cask Circle programme & our Brand Homes Retail Strategy.

What you will be doing

• Co-develop and own strategic marketing plans for Bow St. & Midleton, driving awareness and conversion across an ‘always-on’, interconnected media ecosystems - delivering the key activity to the agreed A&P budgets.
• Support the development of impactful and effective digital, OOH & print creative for use across Brand Homes campaigns - aligning with & complementing Global and Ireland brand campaigns.
• Develop strategic and integrated media buying plans (across digital, traditional channels, partnerships and experimental platforms) which are in consideration of the user journey of the different Brand Homes target audiences.
• Lead digital strategy for Brand Homes, ensuring digital activity is fully integrated into annual brand plans.
• Lead the integrated content planning approach and calendarization ensuring clear narrative by quarter or by initiative.
• Lead Midleton Cask Circle programme with specific responsibility for RTM, conduit with operations, member experience, stakeholder engagement, Marketing & Sales strategy, budget management – achieving excellence in execution & driving incremental revenue.
• Lead Retail Strategy including range evolution (in line with the design & procurement cycle), stakeholder engagement & management, on-going analysis of sales data, shopper behaviour/insights & support with retail space planning/merchandising - ultimately to drive advocacy & profitability for the business.
• Manage Brand Homes A&P budgets for specific areas of responsibility, ensuring effective tracking, reporting & optimization is achieved through fiscal.
• Lead Brand Homes Influencer Strategy – driving buzz, share of voice and impressions for Bow St. & Midleton.

What we are looking for

• Third level qualification ideally in marketing, or a related business discipline preferred.
• At least 5 years experience in brand management with a solid grounding in roles that encompass the full marketing mix with skills required in strategy, content/advertising development, proven track record in agency management with proven results and innovative approaches used.
• Proven strategic judgement and analytical rigour, with the ability to translate strategy into action.
• Demonstrate a track record or providing innovative solutions to commercial challenges with experience in digital marketing
• Proven marketer with strong record of performance delivery and experience of creating and leading projects and campaigns.
• Demonstrate strategic and creative thinking, have a good design style sensibility, while still retaining the ability to get things done.
• A culturally astute individual with their finger on the pulse in terms of the social, lifestyle, tourism space/trends relevant to our target market/passion points etc.
• Ability to work under pressure, prioritise and multi-task, delivering to tight deadlines while retaining attention to detail is a necessity.
• Strong resilience and personality, working in a fast paced environment.
• Must display strong levels of professionalism, respect, humour and diplomacy.

• Co-develop and own strategic marketing plans for Bow St. & Midleton, driving awareness and conversion across an ‘always-on’, interconnected media ecosystems - delivering the key activity to the agreed A&P budgets.
• Support the development of impactful and effective digital, OOH & print creative for use across Brand Homes campaigns - aligning with & complementing Global and Ireland brand campaigns.
• Develop strategic and integrated media buying plans (across digital, traditional channels, partnerships and experimental platforms) which are in consideration of the user journey of the different Brand Homes target audiences.
• Lead digital strategy for Brand Homes, ensuring digital activity is fully integrated into annual brand plans.
• Lead the integrated content planning approach and calendarization ensuring clear narrative by quarter or by initiative.
• Lead Midleton Cask Circle programme with specific responsibility for RTM, conduit with operations, member experience, stakeholder engagement, Marketing & Sales strategy, budget management – achieving excellence in execution & driving incremental revenue.
• Lead Retail Strategy including range evolution (in line with the design & procurement cycle), stakeholder engagement & management, on-going analysis of sales data, shopper behaviour/insights & support with retail space planning/merchandising - ultimately to drive advocacy & profitability for the business.
• Manage Brand Homes A&P budgets for specific areas of responsibility, ensuring effective tracking, reporting & optimization is achieved through fiscal.
• Lead Brand Homes Influencer Strategy – driving buzz, share of voice and impressions for Bow St. & Midleton