Brand Manager

C&C Group Plc; Glasgow; On-site; GBP 40,000 - 60,000; Full time

Job summary

A leading beverage distributor in Scotland is seeking a Brand Manager to manage and develop the Tennents brand. The ideal candidate will have experience in commercial brand management and be adept at utilizing consumer insights to drive growth. Key responsibilities include planning brand strategies, executing marketing campaigns, and collaborating with cross-functional teams to ensure brand success. This role is essential for shaping the brand's presence in the competitive market.

Qualifications

• Experience in the licensed trade or spirits is a bonus.
• Proven track record in managing brand P&L.
• Experience in integrated brand campaigns across various media.

Responsibilities

• Manage and develop the Tennents brand's annual plans.
• Drive brand growth through market and consumer insights.
• Collaborate on brand strategy and monitor performance.

Skills

Commercial brand management

Strategic marketing principles

Consumer insights

Cross-channel marketing plans

Education

Solid marketing qualifications

Job description

The iconic Wellpark Brewery has stood in the heart of Glasgow for over 450 years and is the home of Tennent’s Direct. We are Scotland’s leading brewer-led distributor, supplying venues with all their drinks needs, from fine wine to draught beer and everything in between. Built on a culture of trust, we are committed to doing what’s best for our customers, our people and our world and we’re proud to say that our team know the Scottish hospitality industry better than anyone. With unique insights and experience, we help shape what the nation is drinking.

About the Role

The Brand Manager will be responsible for managing and developing the Tennents brand, constructing, executing, and evaluating annual brand plans. The role will focus on leveraging brand and consumer insights to create and deliver impactful brand activation plans that drive growth with both consumers and customers.

The Brand Manager will support the brand lead in shaping the brand strategy and monitoring brand health and performance to ensure plans are achieving the desired outcomes. Collaboration with colleagues in Consumer Insight, Communications, and Channel teams will be key to delivering effective brand marketing campaigns aligned to agreed KPIs.

Key Accountabilities

• Ensure a clear brand strategy is in place for the brands and that this can be easily communicated to and acted upon by the wider business, especially Channel & Sales teams.
• Working with the brand lead, develop and deliver the strategic brand plan for the defined brands across the Group.
• Target key markets and demographics to achieve strategic gains and brand growth.
• Plan resource deployment across markets and marketing channels to support, develop and grow set targets for those brands.
• Work with Channel Marketing team, to support the sell-in of compelling brand plans to key customers, tailored as necessary to maximise opportunities by customer.
• Work closely with Consumer & Category Insight teams, Finance and Sales teams to closely understand the commercial performance of your brands, highlighting and recommending remedial action as required, and identifying opportunities for further revenue and profit growth.
• Manage the development and delivery of product/packaging and all brand materials, maximising visibility and impact across all sales channels and routes to market.
• Work closely with the Marketing Comms team to develop and execute brand communications strategy to include digital and media planning, press and events programme in line with brand objectives.
• Ensure that strategy is modelled to deliver financial return which meets or exceeds targets as agreed with BU leaders.
• Minimise expenditure on external marketing agencies, developing and deploying internal resource/agency where possible and practical.

About you

We’re looking for someone with solid marketing qualifications and hands-on experience. You’ll need to have worked in commercial brand management before—bonus points if that includes the licensed trade or spirits. You should be comfortable using strategic marketing principles and consumer insights to shape things like brand positioning. You’ll know your way around a brand P&L and have a proven track record of creating cross-channel marketing plans that hit or exceed business goals.

Experience in pulling together integrated brand campaigns—across PR, digital, design, advertising and media—is key. You’ll also need to be confident managing both external agencies and internal teams across different marketing areas, keeping budgets on track and juggling multiple projects at once.

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 [e-mail]. All applications need to come through the candidate portal https://careers.candcgroupplc.com/vacancies/