About us
Mark Anthony Brands International (MABIUC) is a leading multinational alcohol beverage business, known for successful brands such as White Claw, Glendalough Whiskey & Gin, Bearface, Mike's Hard Lemonade, and many more!
We develop and market a wide variety of alcohol brands ranging from premium spirits to Ready to Drink (RTDs) beverages. Sales of our U.S. focused brands total more than 85m cases per annum through our US affiliate Mark Anthony Brands Inc., the fastest growing major beer co. in the United States. Our Canadian affiliate Mark Anthony Wines & Spirits, Canada's largest premium wine, beer and spirit distributor, offers a combination of our proprietary brands, as well as some of the leading international wine, spirit and beer brands. MABIUC is also in the process of developing new markets for our fast-growing brand portfolio, through a direct distribution model as well as indirectly through some of the world's leading beverage marketing and distribution companies.
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At MABIUC we hire passionate people because nothing great is done without passion. We trust those closest to the work to do what's right, to act like an owner.
We are growing a lasting legacy, where people come first.
Location
This role is based out of our Dublin Office. We love our office and the setting it provides for celebration and collaboration. But we also appreciate the opportunity to work remotely can energize you too, so we do offer flexible arrangements!
What you'll do
As Head of Mike's Hard Lemonade, as part of our US Development & Emerging Brands Team, you will be taking on an exciting Global opportunity to lead the iconic Mike's Hard Lemonade portfolio in the US. This will include strategic brand planning, Mike's portfolio development, Mike's P&L, and support the development of the US marketing activation plan, as well as engagement with the US implementation and sales team.
This position will be a 12 month contract for maternity leave cover.
Additional key responsibilities include:
- Strategic Brand Planning: Build brand strategy, positioning, messaging, and corresponding marketing tactics that drive brand goals & enhance sales and profitability for existing and new product launches.
- Insights & Consumer Knowledge: Working hand in hand with our global insights team, drive business insights (through market research and competitive intelligence) that leads to a clear understanding of existing and future market dynamics.
- Portfolio Management: Leveraging market research to understand portfolio opportunity spaces and manage where the Mike's Hard Lemonade suite of brands stand together and where they execute their own agendas to drive incrementality.
- Team Leadership: Lead and manage 1 direct report.
- Scaled Communication Platforms: Lead and oversee all aspects of the brand, including but not limited to big idea development, campaign eco-system delivery, branding, social, advocacy, community & events.
- Digital First Solutions: Use consumer data and analytics to ensure we are growing in the right way - delivering the right message, to the right consumers in the right moment by brand.
- US Partnership: Foster strong relationships and partnership with the US Commercial, Digital & Media, and Sales teams.
- Agile Business Management: Demonstrate the ability to synthesize leadership feedback quickly, prioritize the need to iterate, and drive results with a strong sense of urgency and attention to detail.
What you'll bring
- Bachelor's Degree in Business, Marketing, Advertising, Commerce or related field.
- 12+ years' experience driving US marketing programs for well-known consumer brands.
- Alcohol Beverage, FMCG or CPG experience running and planning large scale brand portfolios.
- US brand management experience given provenance and legacy of the brand
- Track record in breaking through in culture with socially led 'voltage' marketing campaigns.
- Direct experience of building and leading high-performing teams.
Who you are
- Global mindset; experience working across multiple geographies.
- Strong understanding of US 'youth' culture (LDA+) and an openness to travel to the US regularly.
- Ability to operate at both a strategic and executional level; ideate and directly execute.
- Thrives in an environment without a set playbook - a self-starter with a sound sense of ownership and accountability.
- Excellent communicator, compelling storyteller and fascinated by consumer behavior.
- A deep understanding of the business landscape combined with an ability to adapt rapidly to new sectors and evolving company demands.
- Strong collaboration, teamwork and relationship building skills across multiple levels and functions in on organization.
- Sophisticated organization skills including the ability to prioritize and manage multiple projects.
- Have a positive, proactive 'can do' attitude and a ambitiously curious mindset to be best in your craft.
We thank all candidates for their curiosity about MABIUC and we will get in touch with those candidates that are under consideration. If you are contacted for an interview and require accommodation during the recruitment process, please contact your recruiter.
At MABIUC, we live by our 5 Core Values every day:
Sense of Urgency
Our business moves fast and so do we. We understand the power of now. We have relentless drive and believe if it can be done, we're the ones who will do it first.
Authenticity
We need to stay real because our brands, our stories and our culture must remain genuine to thrive. When we have the best intentions for all, we create space to be our whole selves and do great things together.
Simplicity
Our lives are complicated enough. So why use 50 words when you can use 5? We thrive in ambiguity and change, but we also know how to translate our goals into simple explanations and actions.
Humility
Egos distract us. When we're humble, we're open to listen, take feedback and change direction quickly. We're here for each other, and together we do great things.
Trust
We respect and rely on each other. Trust is the backbone of our relationships, and we work hard not to break it. This level of trust allows us to be all-in and take comfort in the support of our teams.
Mark Anthony Brands is an equal opportunity employer. We encourage applications from individuals of all backgrounds who are eligible to work in the Republic of Ireland.