Flahavan’s are looking for a Brand Manager to be a part of the next chapter of one of Ireland’s most-loved family-owned brands.
Purpose/Function of the role:
The Brand Manager is responsible for driving sustainable growth, profitability, and brand equity for Flahavan’s in the Republic of Ireland FMCG market. Operating in a highly competitive, fast-moving environment, the role translates consumer insight and commercial objectives into effective brand strategies, campaigns, and product initiatives that deliver market share growth and strong in-store execution.
The Brand Manager will work closely with our external marcomms teams and internal innovation and sales teams to devise & implement communication, promotional, portfolio and innovation strategies to increase consumer awareness, consideration and trial of our wide range of Irish retail products (Cereals, Snacks & Oat Drinks).
Primary Responsibilities/ Duties:
Brand Strategy & Leadership
- Lead the development and execution of the brand strategy and annual operating plan for Flahavan’s in the Republic of Ireland, aligned to business objectives and long-term growth ambitions.
- Translate corporate strategy into clear, actionable brand plans that drive volume, value, penetration, and brand equity in a competitive FMCG environment.
- Act as the day-to-day brand owner, ensuring strategic clarity, prioritisation, and momentum throughout the year.
Consumer, Shopper & Market Insight
- Own and interpret consumer, shopper, and category insights using research, data, and performance analytics to inform decision-making.
- Monitor market trends, competitive activity, pricing, and promotional intensity to identify risks and growth opportunities.
- Use insight to shape positioning, messaging, innovation briefs, and communication strategies.
Integrated Marketing & Campaign Execution
- Lead the planning and delivery of integrated FMCG marketing campaigns, including above-the-line, digital, social, PR, in-store activation, and shopper marketing.
- Brief and manage creative, media, and research agencies to deliver high-quality, on-brand campaigns on time and within budget.
- Ensure consistent brand messaging and strong execution across all consumer and retail touchpoints.
Product, Innovation & Portfolio Management
- Support new product development (NPD), renovation, and range optimisation initiatives from concept through to launch.
- Develop robust business cases, positioning, pricing, and launch plans to maximise commercial impact.
- Manage product lifecycle performance, ensuring the portfolio remains relevant, competitive, and profitable.
Commercial & Cross-Functional Collaboration
- Work closely with Sales, Category Management, Supply Chain, and Finance to ensure brand plans translate into strong in-store execution and commercial results.
- Support customer-specific plans by providing brand direction, promotional guidance, and activation toolkits.
- Balance brand objectives with customer, operational, and margin considerations.
Performance Management & Financial Control
- Manage brand budgets, forecasts, and spend, ensuring effective allocation of resources and strong ROI.
- Track and report on brand KPIs including market share, rate of sale, distribution, promotional effectiveness, and brand health metrics.
- Continuously evaluate performance and adapt plans in response to changing FMCG market dynamics.
Brand Governance & Stewardship
- Act as brand guardian for the Irish market, ensuring all activity aligns with brand guidelines, values, and regulatory requirements.
- Protect and enhance brand reputation by ensuring authenticity, quality, and consistency across all communications and activations.
Qualifications
Education required
- Degree in Marketing , Business or related field essential.
Experience required
- 6+ years min. in food or drink FMCG brand management
- Proven experience developing and executing consumer ATL, digital & retail shopper marketing plans
- Strong background in both strategic brand building and tactical execution.
- Proven experience managing direct reports and developing high-performing teams.
- Experience in portfolio management
- Strong understanding of brand equity, positioning, and consumer behaviour
Knowledge & Skills required
- FMCG Brand Management Expertise
Strong understanding of how to build, manage, and grow brands in a fast-moving, competitive FMCG environment, balancing long-term brand equity with short-term commercial delivery for Flahavan’s. - Consumer & Shopper Insight Interpretation
Ability to translate consumer, shopper, and category insights into clear strategies, positioning, and activation plans that drive growth at both consumer and retail level. - Commercial & Strategic Thinking
Strong commercial acumen with the ability to link brand strategy to sales, margin, and market share outcomes, and to prioritise effectively in a resource-constrained environment. - Stakeholder & Cross-Functional Collaboration
Proven ability to influence and work effectively with Sales, Category, Finance, Supply Chain, senior leadership, and external agency partners without direct authority. - Communication & Leadership Skills
Clear, persuasive communicator capable of briefing agencies, presenting recommendations, and gaining buy-in from internal and external stakeholders while acting as a brand leader.
Competencies
Top 5 Critical Functional/Technical Competencies required
- Brand Planning & Execution
Proven capability in developing annual brand plans, setting objectives, defining strategies, and managing execution against agreed KPIs in line with FMCG best practice. - Data Analysis & Performance Tracking
Strong ability to analyse Nielsen/IRI-style data, brand health tracking, promotional performance, and financial metrics to inform decisions and optimise performance. - Integrated Campaign Management
Hands-on experience managing end-to-end marketing campaigns across ATL, digital, social, PR, and in-store activation, including agency briefing and evaluation. - Budget & Financial Management
Competence in managing brand budgets, forecasts, and spend control, with a clear focus on ROI, efficiency, and delivery versus plan. - Innovation & Portfolio Management
Experience supporting NPD, renovation, and portfolio optimisation, including business case development, pricing, positioning, and launch execution.
