Brand Manager - Adult Socialising Brands: Fentimans at AG Barr, Cumbernauld, United Kingdom

Drive growth across premium adult socialising soft drink brands including Fentimans, Bundaberg, and Frobishers through strategic, insight-led marketing. The Brand Manager will create and deliver integrated campaigns to build mental availability and brand equity, working across consumer-facing touchpoints and collaborating with commercial, innovation, and cross-functional teams.

Key Responsibilities

• Develop and implement brand strategies aligned to AG Barr goals
• Manage end-to-end marketing campaigns TTL across digital, social, traditional media, and retail
• Partner with Commercial, Activation, Innovation, and R&D teams to maintain brand consistency and maximise ROI
• Support sales and commercial teams in translating campaigns into trade plans
• Monitor brand performance, evaluate activities, and adjust strategies to meet business objectives
• Produce action plans from performance analysis to address opportunities and risks
• Manage external agencies and suppliers for high-quality, timely deliverables
• Track industry trends and competitor activity to identify innovation opportunities
• Develop and manage brand budgets, ensuring effective resource allocation
• Support the annual brand planning process using consumer, market, and competitor insights to deliver profit and share targets
• Lead or support innovation and NPD projects including new flavours and formats
• Prioritise brand growth opportunities across a portfolio of brands

Qualifications

• Bachelor’s degree or equivalent significant experience
• Proven brand management experience in a consumer-facing role with a successful track record of strategy development and execution, ideally within FMCG
• Strong experience delivering integrated campaigns that improve brand performance
• Excellent project management skills and NPD launch experience from concept to execution
• Ability to manage multiple projects simultaneously
• Strong analytical and commercial skills with experience using data to inform decisions
• Collaborative communicator with cross-functional team experience
• Creative, innovative mindset with fresh branding initiative experience
• Passion for brands and deep understanding of consumer behaviour and trends
• Demonstrates AG Barr behaviours: Honest, Accountable, Connected, Brave

Benefits And Growth

• Competitive salary with annual review
• Uncapped performance-linked bonus
• Defined contribution pension
• Up to 34 days holiday (depending on shift pattern) plus flexible holiday trading
• Flexible cash pot for benefits
• Healthcare Cash Plan
• Flexible benefits including discounts, gym memberships, technology purchases
• Life assurance
• Save As You Earn scheme
• Staff sales discount and free products
• Ongoing professional development and Learning & Development programmes