Brand Manager - White Claw Portfolio

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