Director of Brand Marketing - Cider - Dublin / Glasgow

Ireland is home to Bulmers, the best loved Irish cider in the world. We grow the apples there and make the cider in the heart of Clonmel, Co. Tipperary where our own orchards are the pride of the town. Our Bulmers cider is a fabric brand in Ireland, the number one by far and our teams in Ireland are proud to manufacture, market, distribute and sell to thousands of customers, with teams right across Ireland and offices in major cities like Dublin, Clonmel and Cork.

About the Role 

The Director of Brand Marketing – Cider will lead and oversee the brand development and commercial growth agenda for the C&C Cider portfolio in all markets across the Group – Ireland, UK & International. You will lead the long-term cider portfolio strategy and translate that into great brand, marketing and NPD strategies to deliver strong Core brand plans on Bulmers & Magners, as well as develop a vision to grow our premium cider brands and the portfolio/innovation plans for future growth. Cider is at the core of our DNA as a business, and the role and output will play a pivotal role in the success of C&C Group.

You will report directly to the Chief Marketing Officer and will have a team of Brand and Innovation Managers to coach, develop and engage within the business. The role demands a transparent open attitude, collaborative approach, and the ability to inspire both your town team and the wider business. Strategic thinking, commercial capability, creative flair, inspiring agencies and demanding best in class work for our brands will be key to the success in the role.

C&C have a wide portfolio of cider brands including Bulmers, Magners, Orchard Pig & Outcider, and you will be responsible for the NOW and the FUTURE of the cider category within C&C Group, developing and evolving our portfolio to deliver against the business strategy of growing a market leading portfolio of owned and agency brand assets.

Key Accountabilities 

• C&C Group Cider portfolio strategy and development, including owned and partner brands.
• Lead the Innovation & NPD strategy for category growth and execution.
• Delivery of Cider Portfolio KPI’s including budget allocation & management.
• Lead the team to deliver effective, Insight & data led Consumer & Customer marketing plans, in close collaboration with Channel & Marketing Comms teams.
• Lead Brand communication strategy development
• Own existing & develop new strategy for brand partnerships
• Development and management of high performing team
• Collaboration and cross departmental communication
• External agency and marketing body relationships

About you 

Experience and Qualifications

• Attitude and learning agility – key to success.
• Significant experience in a senior marketing role.
• Portfolio/Brand management of FMCG brands.
• Experience of successfully leading people within a complex business structure.
• Drinks industry experience a bonus.

Skills and Behaviours

• Highly skilled in consumer marketing strategy, developing portfolios and brands within a complex business environment.
• Commercially astute and savvy to managing a portfolio P&L with an objective of optimising growth.
• A master at stakeholder management with the ability to influence at all levels.
• Awareness of the end-to-end impact of initiatives and effect on P&L.
• Strong experience of commercial brand planning, forecasting, market research, agency relationship management and all consumer touch points.
• A proven people manager who is passionate about developing high performing teams.
• Strategically minded, with the ability to turn data into insight & action to drive growth.
• Capable of working with a high degree of autonomy and ambiguity.

About Us

Operating through the Matthew Clark, Bibendum, Tennent’s and Bulmers Ireland brands, the Group has a market leading range, scale and reach including an intimate understanding of the markets it serves.

From grass to glass, and everything in between, we grow, brew, manufacture, market, and deliver some of the world’s favourite drinks. C&C Group’s portfolio of owned/exclusive brands include: Bulmers, the leading Irish cider brand; Tennent’s, the leading Scottish beer brand; Magners the premium international cider brand; as well as a range of fast-growing, premium and craft ciders and beers, such as Heverlee, Menabrea, Five Lamps and Orchard Pig.

We seek to champion and embed sustainability in everything that we do at C&C. While delivering joy to customers, we always shine a light on people and the planet. We have a clear ESG vision delivering to a better world. We respect, support, and develop all our people to be their best, with a focus on results by creating a culture of winning together.

We also recognize that people come with a wealth of experience and talent beyond just the technical requirements of a job. If your experience is close to what you see listed here, please still consider applying. Diversity of experience and skills combined with passion is a key to delivering on our mission. Therefore, we encourage people from all backgrounds to apply. Please let us know if you require accommodations during the interview process.

C&C Group (and inclusive companies) do not accept unsolicited CVs from recruiters or employment agencies in response to any of our roles. For help, please contact our Talent Acquisition Team at [email protected]. All applications need to come through the candidate portal https://careers.candcgroupplc.com/vacancies/

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• Director_of_Brand_Marketing_Cider.docx