Marketing Manager -Strongbow (JHB)

SIGNAL HILL PRODUCTS; Cape Town; On-site; ZAR 1,200,000 - 1,800,000; Full time

Job summary

Strongbow SA is seeking a Marketing Manager to own the local brand strategy and P&L, driving equity, demand, and market share for South Africa's leading cider.

You will lead 360° campaigns, manage agencies, ensure SA advertising compliance, and collaborate with Sales, Trade Marketing, Supply Chain and Finance to deliver the annual brand plan and ROI.

Qualifications

• Bachelor's degree in Marketing, Business Admin or related field required.

Responsibilities

• Own Strongbow SA brand P&L and Annual Operating Plan (AOP).
• Lead locally relevant integrated 360° campaigns across ATL, Digital and BTL.
• Manage agencies (creative, media, digital, PR) to deliver breakthrough work.
• Collaborate with Sales, Trade Marketing, Supply Chain, Finance for alignment and execution.
• Monitor brand performance and ROI; adjust actions to meet targets.

Skills

Brand strategy

P&L management

Cross-functional leadership

Budget management

Agency management

Market analysis

Education

Bachelor's degree in Marketing or related field

Job description

Marketing Manager – Strongbow | Location: Johannesburg

Overall Responsibility

As the Marketing Manager for Strongbow, you are the commercial custodian of one of South Africa's leading cider brand, accountable for the full value chain and brand profitability. You will develop and execute the local marketing strategy to drive brand equity, consumer demand, and market share growth for the country's leading cider brand. You will own the Strongbow brand P&L—including volume, revenue, gross margin, and EBITDA targets, while partnering cross-functionally with Sales, Trade Marketing, Supply Chain, Procurement, and Finance to optimise the value chain. This requires a deep understanding of Bills of Materials (BOMs), cost drivers, pricing strategies, and trade investment to maximise profitability and deliver sustainable brand growth. You will lead brand positioning, storytelling, 360° campaign development, and innovation, ensuring all activities are grounded in consumer insights and fully compliant with local liquor regulations. This role requires a dynamic marketeer to embed Strongbow into the local social fabric while navigating the complexities of the South African retail landscape (on-trade and off-trade). The role carries end-to-end accountability for the Strongbow brand strategy, commercial performance, financial outcomes, senior stakeholder alignment, and delivery of the annual brand plan in the South African market.

Focus Area 1

Brand Strategy & Equity Leadership

• Act as the local brand champion for Strongbow, responsible for translating the global brand vision into a relevant and compelling South African brand strategy.
• Lead the development of the brand's local positioning, communication strategy, and occasion-based marketing, ensuring deep resonance with the local target audience (LSMs 6-10).
• Leverage local consumer, shopper, and market insights (utilizing tools like AMPS/SAARF, Nielsen, and internal data) to identify growth opportunities and inform the annual brand plan.
• Own the annual Strongbow brand strategy and brand plan, set strategic priorities, and translate consumer, shopper, and market insights into clear brand and commercial growth priorities.

Focus Area 2

Integrated Marketing Communications (360° Campaigns)

• Lead the development and execution of locally relevant, integrated 360° marketing campaigns across ATL (TV, Radio, OOH), Digital (social media, influencer partnerships), and BTL (on-trade activations, point-of-sale, experiential events).
• Manage and inspire a roster of local agencies (creative, media, digital, PR, and experiential) to deliver breakthrough work that builds brand fame within the SA market.
• Provide strategic direction and governance to the agency ecosystem, ensuring integrated agency delivery is aligned to brand strategy, commercial priorities, approved investment, and measurable outcomes.
• Ensure all marketing collateral and communications strictly adhere to South African alcohol advertising regulations (e.g., DOP rules, responsible drinking messaging, no targeting of minors).

Focus Area 3

Business Performance & Commercial Delivery

• Own the Strongbow brand P&L and Annual Operating Plan (A&P budget), ensuring strict financial management and maximized ROI on all marketing spend.
• Analyze brand performance against key metrics (Volume, Value Share, Distribution, Brand Health) to track progress against targets and proactively recommend corrective actions.
• Be accountable for delivery against agreed brand commercial objectives, including market share, volume, value, distribution, brand health, and return on marketing investment, taking corrective action where performance is off plan.
• Partner closely with the National Sales Director and Trade Marketing teams to ensure alignment on the commercial activity calendar and flawless execution of in-store and in-pub activations.

Focus Area 4

Value Chain Optimisation & Commercial Accountability

• Own the brand's P&L and take full accountability for volume, revenue, gross margin, and EBITDA delivery.
• Understand and manage the Bill of Materials (BOM) for your brand, including raw materials, packaging, production, and logistics costs.
• Partner with Supply Chain, Procurement, and Finance to identify and drive cost optimisation opportunities across the value chain.
• Develop and implement pricing and trade investment strategies that maximise profitability while maintaining competitive market positioning.
• Monitor and manage trade spend, promotional ROI, and distributor incentives to ensure optimal return on investment.

Focus Area 5

Cross-Functional & Stakeholder Leadership

• Work cross-functionally with local Sales, Finance, Supply Chain, and Legal/Compliance to ensure efficient and compliant delivery of all activities.
• Lead and influence senior cross-functional stakeholders to align commercial, financial, supply, legal, and marketing priorities and resolve issues that may affect brand performance or delivery.
• Provide leadership, mentorship, and direction to junior brand team members (Brand Managers / Assistants), fostering a high-performance and collaborative culture.
• Build capability within the brand team through coaching, performance support, and succession development, ensuring appropriate depth of talent for critical brand responsibilities.
• Serve as the key liaison with the Global/Regional Strongbow team, adapting global campaigns for the local SA market context and championing local successes.
• Represent the South African brand agenda with Global/Regional stakeholders, influencing decisions where local market requirements differ and securing alignment on strategic priorities and execution.

Focus Area 6

Innovation & Portfolio Management

• Lead the local innovation and renovation roadmap, identifying opportunities to expand the Strongbow portfolio (e.g., limited editions, flavour innovations) relevant to the SA consumer palate.
• Collaborate with the global innovation team and local Supply Chain to review product formulations, packaging, and NPD (New Product Development) opportunities.
• Lead the local commercialisation of approved innovation and renovation initiatives, coordinating cross-functional delivery from concept through launch and post-launch evaluation.

Focus Area 7

Compliance & Regulatory Adherence

• Ensure all marketing activities and communications strictly adhere to South African alcohol advertising regulations (e.g., DOP rules, responsible drinking messaging, no targeting of minors).
• Stay abreast of changes in the regulatory environment and ensure brand activities remain compliant.
• Work closely with the Legal and Compliance team to ensure all marketing materials are approved prior to publication.

Requirements Of The Role

Minimum Qualifications & Experience:

• Education: Bachelor's degree in Marketing, Business Administration, or a related field is essential. An Honours degree or MBA is highly advantageous but not a requirement.
• Experience: Minimum of 7 years of progressive brand marketing experience, ideally within the FMCG, Beverage, or Alcoholic Beverage sector, with strong knowledge of the South African market. This experience should include significant responsibility for brand strategy, commercial performance, senior stakeholder leadership, and substantial marketing budgets and/or P&L accountability.
• Market Knowledge: Deep understanding of the South African retail landscape (On-trade vs. Off-trade dynamics) and the local consumer base (LSMs).
• Track Record: Proven success in developing and executing successful, locally relevant integrated marketing campaigns that delivered measurable business growth outcomes. Demonstrated track record of owning significant brand initiatives and delivering measurable commercial and brand growth outcomes.
• Commercial Acumen: Strong understanding of P&L management, cost drivers, and the ability to manage a brand as a business. A good grasp of Bills of Materials (BOMs), value chains, and cost optimisation is essential.
• Budget Management: Experience managing significant A&P budgets with demonstrable ROI.
• Agency Management: Experience managing a roster of external agencies (creative, media, digital, PR).

Preferred Skills & Competencies

• Brand Building: Passionate brand builder with a strong ability to create culturally relevant campaigns that drive brand love.
• Strategic & Analytical: Strong commercial acumen with the ability to translate complex SA market data (Nielsen/Retailer data) into actionable strategies.
• Leadership & Influence: Ability to lead cross-functional teams and influence senior stakeholders (Sales Directors, Finance) without direct authority over them all.
• Decision-Making & Influence: Demonstrated ability to make sound, evidence-based decisions, influence senior stakeholders, and take accountability for outcomes within the role mandate.
• Commercial Leadership & Accountability: Demonstrated ability to connect brand strategy to commercial performance, financial outcomes, market share, and return on investment.
• Commercial & Financial Acumen: Demonstrated ability to understand and manage brand profitability, including P&L management, cost analysis, and pricing strategies. Strong understanding of value chains and cost drivers.
• Communication: Exceptional presentation and communication skills, with the ability to articulate complex ideas simply and persuasively.
• Resilience & Agility: Thrives in a fast-paced, high-pressure environment. Comfortable with ambiguity and able to manage multiple projects simultaneously.
• Compliance Mindset: A strong understanding of the South African liquor advertising regulatory environment and a commitment to responsible drinking practices.

NB: This job description is intended to provide an indication of the anticipated nature, scope and key responsibilities of the position. The duties and responsibilities may be refined or amended from time to time. The list of responsibilities is not intended to be exhaustive. The successful incumbent may be required to undertake other reasonable duties and responsibilities appropriate to the level and scope of the position and aligned with the operational requirements of the business.