Social Media Manager – GB Drinks (Field-Based)
Field based | Regular travel to Birstall West Yorkshire, Masham North Yorkshire, Purity Warwickshire & UK customer sites
FMCG Experience Essential
The Role
Great British Drinks Company is a modern British drinks portfolio rooted in craft, character and heritage. We are expanding our creative team and looking for a commercially driven, field-based Social Media Manager to bring our brands to life across digital platforms.
This is not a desk-only role.
You will be embedded in the brands, on-site at breweries and venues, in trade, at events, and with customers, capturing real stories, real people and real moments. You'll translate that into high-performing, insight-led social content that drives brand growth, footfall, rate of sale and recruitment into our communities.
You must have FMCG experience and understand how social connects to consumer channels, retail performance, trade activation and commercial objectives.
Key Responsibilities
Social Strategy & Execution
* Co-Own and deliver the social strategy across brands (including Saltaire, Black Sheep, Purity and others within portfolio)
* Develop channel-specific plans for Instagram, Facebook, TikTok and LinkedIn
* Build brand tone of voice aligned to each brewery's positioning
* Create monthly content calendars linked to trade plans, NPD and campaigns
* Ensure brand-first storytelling, not just promotional posting
Field-Based Content Creation
* Regular travel to:
* Birstall HQ
* Masham (Black Sheep)
* Purity
* On-trade customers across the UK
* Capture authentic content on-site (taprooms, brew days, cycling routes, events, countryside settings)
* Work closely with trade marketing and sales to support activation
Performance & Commercial Impact
* Track and report on engagement, reach, community growth and conversion
* Link social performance to rate of sale, event attendance and retail activation
* Manage paid social campaigns in line with marketing budgets
* Optimise content based on insight, not opinion
Collaboration
* Work closely with:
* Group Head of Marketing
* Trade Marketing
* Sales teams
* External agencies and influencers
* Support influencer partnerships and ambassador programmes
* Align social with Amazon, D2C and retail activation
What We're Looking For
Essential
* Proven Social Media Manager experience within FMCG (food & drink preferred)
* Strong understanding of retail, on-trade and brand activation
* Confident working in fast-paced, multi-brand environments
* Comfortable travelling regularly across the UK
* Strong copywriting skills with brand sensitivity
* Commercial mindset; understands ROI, CPA and performance metrics
Desirable
* Drinks industry experience
* Experience working with craft, challenger or heritage brands
* Paid social campaign management experience
* Influencer and ambassador programme management
Personality Fit
We're looking for someone who:
* Loves being out in the field living and breathing brands
* Deeply understands brand, consumers and how to connect the two with passion and fun
* Can balance heritage storytelling with modern, energetic execution
* Is proactive, self-sufficient and commercially aware
What Success Looks Like
* Full brand emersion, bringing them to life as social-first powerhouses
* Clear brand differentiation across social platforms
* Stronger community engagement and follower growth
* Social driving measurable footfall and activation impact
* High-quality, authentic content captured from real brewery and trade environments
* Social positioned as a commercial growth lever, not just a comms channel