Brand Activation Manager; Trade​/Beer

C&C Group plc is a premium drinks company which owns, manufactures, markets and distributes a unique portfolio of beer and cider brands in its home markets and across the globe. You probably know us best from brands like Bulmers, Magners and Tennent’s.

The role of the Brand Activation Manager is to lead, develop & execute the in-channel BTL activation strategies & plans for our owned portfolio of beer brands that allows us to win with consumers and meet our customers’ needs in doing so. The Brand Activation Manager will ensure our brands win with consumers and deliver for our customers in a way which builds both positive brand building equity as well as short term sales targets.

This person will work within the brand team as the channel expert, to translate brand strategy into brilliant channel activations, and with the Channel Strategy & Planning team to ensure they are executed with precision via our sales team & customers.

• As Brand Activation Manager for your respective brand group (Beer) & channel (On Trade), you will be responsible for developing & delivering the BTL plans for the brands, working as part of and alongside the Brand teams.
• You will have a strong understanding of both your brands & the channel in which you operate to drive the creation and execution of clear and powerful BTL brand activation plans.
• You will be responsible for briefing and managing the output of our chosen BTL agencies, managing them to create strong activities which will deliver against agreed consumer & customer metrics.
• You will lead the development of all brand assets – e.g. POS, glassware, founts, merchandise, promotional assets etc.
• You will play a role in the brand planning processes and develop clear actionable BTL strategies that enable brands to deliver against their consumer strategies via the channel and deliver the budgeted sales & profit.
• A category and insight led approach is required and you will use a combination of consumer, market, category & communications best-practice to define the appropriate set of strategies & solutions for brand-in-channel activation.
• Your thorough understanding of the market, consumer & channel will inform your decisions when defining the brand strategies across channel, to ensure creation to flawless execution each time with a focus on return on investment by activity.
• Working hand in hand with the Channel Strategy & Planning team, you will support the execution of the ‘gold standard’ on our beer brands, and to deliver brand activations on time & budget to hit the annual calendar of activity across the channel.
• Working closely with the Digital & Comms team you will lead the creation of innovative, impactful brand activation plans which utilise digital & comms channels, both our own and within our customers, which cut through with consumers.
• Working with CS&P, you will create strong sell in materials for our brand activities for both our own sales teams and our customers, bringing compelling brand & commercial stories to life.
• Set clear KPI’s and measures across all campaign performance making recommendations based on thorough performance review of activity.
• Manage all the BTL activation projects via the PDM process to ensure meet all governance & legal requirements.

• Comfortable with managing a diverse workload of projects.
• Consumer insight driven, business planning, commercial strategy and creative skills a must with proven ability to translate into compelling narrative for action.
• Track record in building successful relationships with both internal and external partners.
• Ability to think conceptually yet retaining strong attention to detail.
• Strong ability to build and leverage relationships with internal teams, senior management, agencies and consultants.
• Strong communication skills.

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…