Job Overview:
We are seeking a commercially driven, proactive and passionate Senior Brand Manager to take the lead in managing a portfolio of premium spirit brands, including Cazcabel Tequila, CUT Rum, Blend Liqueurs, and Urchin Spirits. This role requires a balance of strategic brand planning and hands-on activation across on-trade, off-trade, and digital channels. You will play a central role in growing brand equity, driving consumer awareness, and supporting commercial performance across channels.
Key Responsibilities:
1. Portfolio Ownership & Strategic Planning
* Lead the development and execution of brand strategies and annual brand plans for Cazcabel, CUT, Blend, and Urchin.
* Clearly position each brand within its category and target consumer demographic, across all key touchpoints.
* Liaise regularly with brand owners to align on growth strategies and performance expectations.
* Champion the brands across the business and to all stakeholders.
2. Trade & Consumer Activation
* Plan and deliver consumer-facing events, tastings, and brand experiences that drive trial and awareness (e.g., festivals, partner events, PR and influencer events).
* Organise and execute trade events including tradeshows and wholesaler events, menu placements, trade tastings and bar takeovers in collaboration with the sales team.
* Work closely with the global team to make strategic decisions on activations and provide evaluation of annual campaigns and events.
* Lead both the ambassadorial team and brand activator to implement plans.
3. Sales Team Collaboration
* Support field sales teams across on-trade and off-trade with toolkits, sales decks, POS and promotional materials.
* Maintain brand consistency and compliance in all executions and support internal training to embed brand values and USPs.
4. Performance Tracking
* Monitor brand performance KPIs (sales, distribution, awareness, ROS) across all key channels and activities.
* Provide monthly brand reports, insight-led recommendations, and ROI analysis.
* Lead Quarterly Business Reviews reporting back to the business on brand performance, providing strategic recommendations for the next quarter.
5. Grocery Channel Support
* Drive listings and support successful launches of SKUs in major UK grocers.
* Work closely with the global team to prepare compelling sell-in presentations, marketing plans and activation support for buyers, and pitch proposals to buyers.
* Create plans to enhance in-store visibility and create price promotional strategy, then working alongside the sales team to implement the activities upon successful listings.
* Monitor sales performance and implement remedial action when required.
6. Amazon & E-Commerce Management
* Work closely with e-commerce head to track performance of all SKUs, monitor conversion rates, and optimise product pages.
* Collaborate with Amazon advertising agency to develop, execute, and evaluate Amazon Advertising campaigns to drive traffic and sales, using AMC insights to support strategic decision making.
* Monitor and update assets across Amazon product pages, A+, brand stores and any other online platforms where the brand is represented, working with global team to ensure new assets are produced in line with UK requirements.
7. Brand Integrity & Compliance
* Ensure all marketing materials adhere to brand guidelines and legal compliance (including alcohol marketing regulations).
* Maintain consistent tone of voice, visual identity, and brand messaging across all consumer and trade communications.
8. Budget Management & ROI
* Own and manage annual brand budgets for each brand in the portfolio, ensuring efficient use of resources across all channels and activations.
* Track and report on spend vs. forecast monthly, working closely with finance and commercial teams.
* Measure and analyse return on investment for marketing activities, Amazon campaigns, trade promotions, and events.
* Reallocate budget dynamically to maximise impact and meet brand KPIs.
9. Line Management
· Line manage UK brand ambassador team, ensuring KPI’s are tracked and reported.
· Analyse wholesaler data to provide strategic recommendations for the brand ambassador team and the activator team.
· Maintain clear communication (internal and external) with the sales team to generate leads and support new listings.
Qualifications & Experience:
* Bachelor's degree in Marketing, Business, or related field.
* Minimum 3–5 years’ experience in brand management, ideally within premium spirits or FMCG.
* Proven experience launching and supporting brands/SKUs into UK grocery, with understanding of retailer expectations and timelines.
* Experience with UK on-trade, understanding of key customers and activation processes.
* Hands-on experience managing Amazon advertising and e-commerce strategy.
* Confident organising and executing both trade and consumer events to drive engagement and awareness.
* Strong commercial acumen with ability to interpret data, draw insights, and pivot strategies quickly.
* Highly organised, proactive and capable of managing multiple brand priorities in a fast-paced environment.
* Strong interpersonal and relationship management skills – both internally and externally.
* Passion for premium spirits, drinks culture and brand storytelling.
* Based in the London office 3 days a week.
Join us and shape the future of some of the UK’s most exciting drinks brands. You’ll have the freedom to make an impact while working in a creative, collaborative environment that values innovation and energy.