Brand Manager | White Claw
REPORTS TO: Cider & RTD Senior Brand Manager
DIRECT REPORTS: None
ABOUT RICHMOND
At Richmond, we don’t just build brands—we ignite them. As Ireland’s leading trend-spotting premium brand builder, we’ve been shaping the future since 1992. Our mantra is simple: Where Great People Meet Great Brands. We don’t just hire employees; we bring on bold, agile, and energetic innovators who thrive on shaking up the status quo. We're not just about distributing products—we’re about disrupting the market, challenging the norms, and launching game-changing ideas and products that leave a lasting impact.
JOB DESCRIPTION
Brand Manager Role will take responsibility of the White Claw & Mark Anthony's alcoholic drinks portfolio. This person will focus on broadening availability, recruiting new drinkers and deliver more occasions for the brand.
The brand manager will be responsible for improving visibility standards, creating engaging consumer & trade activations on the Island of Ireland (ROI & NI). Managing relationships and liaising with global brands team, key retail groups, key bar groups and the Richmond sales and marketing teams. The role will be responsible for managing PR campaigns and events while taking on elements of any consumer campaigns.
KEY RESPONSIBILITIES
- Create and implement brand plans for White Claw across the Off Trade and On Trade
- Support with brand events and activations along with PR and Influencer strategy (Festivals, Activations, On Trade Activations and Off Trade Events)
- Lead the development and rollout of trade marketing plans across the retail landscape, ensuring brand strategy is translated into best-in-class in-store execution, promotional mechanics and visibility standards across all key channels
- Develop key account plans for multiple retail customers, working directly with National Account Managers to achieve forecast, budget & consumer engagement targets
- Develop key account plans for On Trade account groups working directly with the sales managers to activate the brand
- Create an advocacy & loyalty programme with key players In the On Trade Community
- Identify gaps & opportunities in the Brand portfolio and create action plans to fill those gaps. i.e. Out-of-Home, Licensed Wholesale & Discounter strategy
- Work closely with category, finance & brand marketing to build and execute customer business plans, including activations & promotions
- Work closely with field sales team to create & track distribution & visibility KPIs along with merchandising guidelines for in- outlet execution
- Gather best in class activations and Insights Into monthly brand owner report for the wider group
KNOWLEDGE, SKILLS AND EXPERIENCE
1. Understanding of FMCG Industry (Alcohol Industry experience preferred) and the Irish retail & bar landscape
2. 3+ years brand management / consumer marketing / trade marketing / related experience
3. Commercially astute with sound budget management experience
4. Disruptive thinker & innovator, an individual who thinks outside the box
5. Shows strong initiative & drive
6. Analytical, strategic & ability to problem-solve
7. A passion for building brands
8. Strong communication & presentation skills
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What We Do
At Richmond, we aim to keep pace with Ireland’s changing society, offer innovative brands which appeal to the modern Irish consumer and to be Ireland’s premium beverage brand builder. The success of our business is based on our world-class stable of premium brands that we market and distribute in Ireland. We bring an innovative perspective to everything we do and we are committed to adding value to our customers and all those we work with. Our History. Founded by Barry Connolly in 1992 Richmond Marketing has introduced exciting and innovative brands to the Irish market place. Working at Richmond. Fundamental to our success is the creativity of our people, their constant enthusiasm, adaptability and their unremitting passion to deliver results for consumers and customers alike.. The way it works. Our business is divided into three areas: Sales, Marketing and Finance. It doesn't matter what team you are in or what level you are, we all work together to get the job done.. We have about 70 people in our sales team. They are responsible for all our customers, from the major supermarkets and cash and carries to pubs, restaurants and nightclubs. They are supported by national account managers who help the sales team deliver their business objectives whilst helping the major retailers deliver theirs. In Marketing we have over 20 people. We have Marketing Managers, Brand Managers, Trade Marketing Managers and staff to support them and help make things happen. Our Finance area has 30 people. Not just the accountants but also our administrators, Customer Service team, Logistics team and IT support team. We are committed to supporting the development of talent within our business. If you feel you have what it takes to join us in a fast-moving company and industry, we would be delighted to hear from you.
