[1/22/2025 A] Brand Manager, Kerrygold

10 hours ago

Dublin, Ireland Ornua Co-operative Limited Full time

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Ornua is an Irish dairy co-operative that markets and sells dairy products on behalf of its Members, Ireland’s dairy processors and, in turn, Irish dairy farmers. Ornua is Ireland’s largest exporter of Irish dairy products and has annualised sales of €3.4 billion. Headquartered in Dublin, Ornua has a strong global team of 2,900 employees, operating from 10 business units worldwide, including 13 production facilities. Ornua’s core purpose is to build profitable routes to market for Irish dairy products.

The Group is structured across two divisions: Ornua Foods and Ornua Ingredients. Ornua Foods is responsible for the marketing and sales of Ornua’s consumer brands, including Ireland’s most successful food export, Kerrygold, as well as Kerrygold Dubliner, Pilgrims Choice, Forto and BEO milk powders.

Ornua Ingredients is responsible for the procurement of Irish and non-Irish dairy products, for the sale of dairy ingredients to food manufacturing and foodservice customers across the world, and for managing volatility through de-risking and trading strategies.

At Ornua, our Values lie at the core of everything that we do and how we behave both individually and as a business. Our five values, and their underlying behaviours, encourage us to Seek and Embrace New Ideas, Make It Happen, Be Our True Selves, Show You Care and Achieve Great Things Together.

At Ornua, our co-operative ethos lies at the heart of how we do business. We care passionately about driving sustainable, profitable growth, underpinned by our ambitious ‘Path to Prosper’ strategy. We have delivered significant growth in our core business, and we have ambitious plans for continued growth over the next five years.

WHY THIS ROLE IS VALUABLE

Role Summary

The Brand Manager is the brand guardian for Kerrygold in Ireland and charters growth for the brand through marketing activation, compelling creative development, innovation pipeline delivery and the implementation of brand strategy, whilst delivering targeted goals for the Ornua Foods International Team.The Brand Manager will play a pivotal and pro-active role in the development and delivery of consumer insight based, strategic brand plans and growth objectives for Kerrygold with a focus on Ireland, and support required across four key focus European markets.

KEY AREAS OF RESPONSIBILITY:

- Creative development and activation across established mediums, including TV advertising, print, radio, events and sponsorships.
- Project lead on PR and events for the Kerrygold Brand in Ireland, including but not limited to influencer events, local sponsorships and partnerships with an aim to amplify on social working in tandem with the Social & Content Manager.
- Brand guardianship, ensuring any new creative output from social, PR and content adheres to brand guidelines.
- Working in tandem with the Commerical team and Marketing Executive on building and executing effective and best-in-class trade marketing plans.
- Develop KPIs as needed to measure the effectiveness of marketing campaigns and respective ROI. Prepare regular analysis and reporting on KPIs, making appropriate and insightful recommendations for improvement.
- In conjunction with Consumer Insights team, analyse brand tracking, market trends, consumer need and the competitive landscape, distilling findings into clear messages/learnings and actionable insights.
- Working in conjunction with the Social & Content Manager, media and PR agencies to track and analyse in-campaign results and distilling them to share with the wider Food Business.
- Manage marketing budget for Ireland A&P, ensuring all areas of spend are designed to support marketing objectives and are an effective expenditure of resources. Track and reconcile spend versus budget monthly and provide reporting accordingly in working with the Marketing Executive and Finance Business Partner.

KEY REQUIREMENTS:

- Bachelor’s degree in business, marketing, or food related discipline.
- Experience in CPG brand marketing or relevant experience, client or agency.
- Strong project management skills, with a demonstrated track record of on-time, on-budget delivery.
- Experience in production and creative development across multiple mediums (e.g. TV, print, radio, OOH, social, digital)
- Strong record of success and experience managing external creative and media agencies in development of outstanding work and on-time execution.
- Fluency in integrated marketing communications and the interplay of different platforms in consumer experience.
- Experience developing and executing a comprehensive annual brand plan across all marketing levers for both above the line and below the line.
- Ability to travel as business demands.

ORNUA COMPETENCIES:

- Ownership - Drives results, profitability, and sustainable growth.
- Rigour - For complex challenges or new areas, applies effective professional skill, analysis and decision making, and planning and reviewing.
- Forward Looking - Leads others through change and contributes to competitive challenges and functional strategic plans.
- Communicative – Communicates in an inspirational way.

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