About the position
Experiential and Online Brand Manager required for developing innovative brand strategies that enhance customer engagement both online and through experiential executions (activations, events, partnerships, exhibitions). This role ensures brand consistency, drives digital presence, and creates immersive experiences that strengthen brand loyalty and elevate the Group's Liquor Brands presence.
A blend of creativity, strategic thinking, and digital marketing expertise is required to craft a memorable and consistent brand experience across both physical and digital touchpoints.
Reporting to the National Marketing Manager - Liquor.
Key Performance Areas:
- Develop and execute experiential marketing campaigns
- Design, plan, and execute on-premise events, activations, and experiential marketing campaigns to boost brand engagement and consumer loyalty
- Work with various businesses such as brand homes, bars, restaurants, and influencers to jointly amplify the brand's presence
- Curate interactive brand experiences that resonate with target audiences and showcase the brand's unique identity
- Manage brand ambassador initiatives and partnerships
- Develop and implement comprehensive online brand strategies across various digital platforms (social media, e-commerce, website)
- Oversee content creation, including photography, videos, and copywriting, ensuring brand consistency across online and offline channels
- Build and nurture an active, engaged online community through social media, influencer partnerships, and online events
- Lead the divisional marketing teams through experiential engagement campaigns and initiatives
- Collaborate with omnichannel, merchandise and product teams to enhance the online shopping experience, ensuring consistent messaging and optimized product pages across all e-commerce channels
- Design and execute online advertising campaigns (Google Ads, social media ads, etc.) with a focus on conversion and ROI
- Help shape and evolve the brand identity, ensuring consistency in tone, messaging, and visual aesthetics across all touchpoints
- Analyse consumer trends, competitor activity, and market performance to inform brand strategies and adjust campaigns as necessary
- Track and report on campaign performance, consumer feedback, and overall brand health to senior leadership, recommending improvements and adjustments
Requirements:
- Bachelor's degree in marketing, business or communications
- Post graduate qualification desirable
- Minimum 5 years' experience in brand management, experiential marketing, or digital marketing, preferably in FMCG, beverage, or liquor industry
- Proven experience in managing both offline and online brand campaigns and a deep understanding of digital marketing platforms, including social media and content marketing
Familiarity with the liquor industry, its regulations, and its unique marketing landscape
Strong knowledge of online brand management, SEO, social media marketing, influencer collaborations, and digital analytics
- Strong written and verbal communication skills, capable of creating compelling messaging that resonates with different consumer segments
- Ability to analyse data and provide actionable insights to continuously improve brand strategies
- Experience working with premium brands, with an understanding of the nuances in brand positioning and storytelling in the liquor space
- Ability to develop creative and impactful brand experiences
- Strong interpersonal skills to collaborate with influencers, media, and internal teams
- Ability to thrive in a fast-paced, ever-changing environment
- Deep understanding of consumer behaviour and trends, particularly in the liquor and beverage sector
- Meticulous in executing brand messaging and ensuring quality and consistency across all channels
Desired Skills:
- Experiential Marketing
- Brand management
- FMCG
- Liquor industry
- Social Media Marketing
- Digital Marketing
- Content Marketing
- Influencer collaborations
- Digital Analytics
- Brand Ambassador
Desired Work Experience:
- 5 to 10 years FMCG
- 5 to 10 years Brand Management
Desired Qualification Level:
