Role Responsibilities :

• This role reports directly to the Brand Director of Guinness but will work in lock step with the General Manager of Open Gate Breweries and Operations Managers of each site.
• Accountable for driving market awareness and site visitation for the OGBs.
• Owns the communication and messaging for OGBs, including PR and earned media, social media, paid media, website and digital presence, community engagement, CRM and all associated third-party and agency management required.
• Delivers best-in-class on-site Guinness experience that drives brand love, emotional engagement, and trial among both local community and tourism traffic.
• Acts as liaison with local community, brewing industry, government, and others as representative of OGBs as needed.
• Responsible for site-specific content creation and creative direction, including onsite signage, retail merchandise, and information on beers produced locally.
• Partners with the Regional Marketing Managers and the Guinness brand team to develop and implement local market sponsorships, partnerships, collaborations, and festivals supporting visitation and OGB beer sales where relevant.
• Manages internal and external partners on OGB workstreams, including legal, licensing, Diageo Marketing Code (DMC) compliance, and brand priorities.
• Work with Operations Managers and third-party operations partners to develop and implement on-site activations that drive visitation and extend the reach of the brand into the market.
• Ensure compliance with Diageo Marketing Code standards and brand guidelines.
• Understand and evaluate the effectiveness of marketing activities and consumer outreach tools implemented at brand homes around the world to optimize and apply them as standard methodologies within the OGB marketing ecosystem.
• Budget management and performance reporting.
• This position is located in Chicago, IL or Baltimore, MD and must be able to travel 50% of the time between the OGBs and New York, NY.

Experience / skills required :

• 3-5 years+ marketing experience in beverage alcohol, hospitality, or destination/experience. Experience working with breweries/taprooms, product innovation (particularly beer), and brand activations preferred.
• Experience building and implementing strategic plans, integrated marketing programs, and consumer engagement tools.
• Ability to analyze data and specific market information while recommending business action steps.
• Proven success in fast-paced, fluid environments where independence, self-initiation and bias for action are required.
• Effective budget management and experience with performance reporting.
• Demonstrate ability to enroll and motivate a complex partner 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.

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 four 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.

In 2018, Guinness opened the brand's home in America at the Guinness Open Gate Brewery (OGB) in Baltimore, MD, creating a guest destination and brand innovation center. In 2023, the second Open Gate Brewery in the U.S. opened in Chicago, IL, welcoming more than 260,000 guests in year one, while brewing dozens of unique beer recipes. Both breweries have become hubs of Guinness quality, beer, and community partnerships in the United States.

The Open Gate Breweries deliver best-in-class Guinness brand experiences including brand immersions, a tap list featuring classics like Guinness Draught Stout along with innovative experimental beers, thoughtful and delicious food items, all delivered with Guinness hospitality. We encourage guest visitation through onsite activations that include live music, movies, art, and other local community events.

Profile

We are seeking a highly strategic, entrepreneurial, and collaborative individual who can lead the strategy, marketing, and activation plans to drive awareness and visitation for the Open Gate Breweries in Baltimore and Chicago. The individual must be comfortable being a proactive self-starter who can set the breweries' vision and brand/marketing strategy, and effectively collaborate with internal (brand, OGB, commercial) and external partners (third-party operations partners, local and national agencies) to drive visitation and revenue while bringing best-in-class guest experiences to life.

A successful candidate is thrives in fast-paced hospitality environments, and is comfortable developing consumer-centric marketing plans, managing communications channels, and creating and implementing on-site activations.