Associate Brand Manager, Guinness

Brand Overview

The Guinness brand was established in 1759, when Arthur Guinness signed a 9,000-year lease on St. James's Gate Brewery in Dublin. Brewed using five main ingredients, water, barley (malted & roasted), hops and yeast, Guinness is the world's most popular stout brand! The iconic beer is brewed in 49 countries worldwide and sold in over 150 with almost 9 million glasses of Guinness beers enjoyed every day around the world. The most Guinness is sold in Great Britain, Ireland, U.S., Nigeria, and Cameroon.

Guinness is in a time of fast growth, with momentum driven by focus and energy!  The brand is a priority within Diageo globally and our growth ambition is to double market share, making this opportunity highly visible, accountable, and exciting.  It is a unique opportunity to help shape this iconic brand’s future and make a meaningful impact to North America business delivery.

Profile

Are you ready to be part of an iconic brand with a rich history? We are seeking an ambitious Associate Brand Manager to become a vital member of the Guinness brand team. You will be at the heart of developing and implementing our annual marketing plan, owning critical deliverables, and supporting a range of initiatives that push the Guinness brand to new heights. You should be comfortable working in complex environments and with pace, and thrive working collaboratively.  This person will be a passionate brand steward and expert on all things Guinness including brand heritage, beer quality, and advocacy.  

Role Responsibilities:

• Responsible for the Guinness new product agenda (e.g. seasonal LTOs, pack redesign, etc.), including setting strategy and pipeline, leading design with agency partners, project management, and collaborating with supply, finance, commercial, and global brand teams.
• Lead the annual brand budgeting process and its maintenance. This ranges from identifying critical consumer and commercial issues and ways forward, working with our consumer planning and research team to measure and evaluate previous years’ activities, and collaborating with Diageo procurement and our agency partners to ensure complaint and timely billing.  
• Responsible for Paid and Organic social media management, partnering with media and agency teams for creative review and execution.
• Lead briefing and execution of trade marketing platforms including POS and selling material development, and collaboration with trade marketing, customer marketing, and local sales and activation teams.
• Responsible for CRM, SEO, and website management, better demonstrating these channels to drive growth and findings.
• Collaborate with Senior Brand Manager to activate Premier League partnership in the US market, as well as with other key team members across variety of brand initiatives including experiential, social media, and partnerships.
• Deliver business insights and performance analytics driving to actionable business actions
• Responsible for M&E on key activities and partnering with Consumer Planning/finance. 
• Collaborate closely with key members of global & cross-functional internal teams.

Experience / skills required:

• 2-4 years marketing experience in brand marketing and undergraduate degree or equivalent experience required.  
• Knowledge of the US beer or bev alc industry and competitive dynamics preferred.
• MBA and/or agency background and/or CPG experience preferred.  
• Strong leadership, problem solving, partner engagement and decision-making skills. 
• Excellent project management skills to successfully implement projects on time, within scope, and on budget, while proactively managing risks and resolving issues to ensure project success.
• Ability to demonstrate consumer insight, creativity and flair to generate ideas and plans to step-change brand growth.   
• Ability to analyze data and specific market information while recommending business action steps.
• Excellent communicator – both verbal and written – who is great at inspiring and motivating agency and internal partners. Strong relationship skills.
• Excellent multi-tasker who holds themselves to an outstanding standard of output and demonstrates a steadfast desire to deliver the best performing marketing programs.
• Prior experience of working cross-functionally building strong working relationships. 
• Experience partnering with agencies
• Informed and engaged with cultural trends, with the ability to use these insights to create meaningful, impactful connections with consumers
• Facility with social media and digital marketing (including CRM, SEO)
• Comfortable working within a fast-paced, entrepreneurial, and matrixed organization

Flexible Working Statement: 

Flexibility is key to our success. Talk to us about what flexibility means to you so that you’re supported to manage your wellbeing and balance your priorities from day one.  

Diversity statement:

Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this. We embrace diversity in the broadest possible sense. This means that you’ll be welcomed and celebrated for who you are just by being you. You’ll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world.

Feel inspired? Then this may be the opportunity for you.

If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.

Salary Range:

Minimum Salary:

Maximum Salary:

At Diageo certain roles are eligible for additional rewards, including annual incentive payment and stock awards. US-based employees are eligible for healthcare benefits, retirement benefits , short-term and long-term disability coverage, basic life insurance, wellness benefits and industry leading parental leave, among others.  (Benefits/perks listed may vary depending on the nature of your employment with Diageo and the country where you work.)  The salary range displayed is the salary range for the role’s primary location.