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Senior Brand Manager

North East England

  • Reference: 385681
  • Job type: Permanent
  • Salary: Disclosed on application

  • Location: Northumberland

The company

Fentimans Ltd is a privately-owned premium drinks business based in Hexham, Northumberland. They produce a range of botanically brewed soft beverages and mixers that have a reputation for taste and quality and have made great progress in recent years, building a solid position in the UK premium drinks market. In addition to the UK, they have a rapidly growing international business, serving consumers in 75 countries worldwide.

There is now an exciting opportunity for an experienced consumer brand manager to join their dynamic marketing team, based full-time at their head office in Hexham.

The role

The primary purpose of this role is to set the overall future direction of the ‘mixers’ franchise.

Core to the role is the creation and managing the execution of the mixers annual brand plan; with the objective of building awareness and driving brand trial, whilst supporting overall equity.  

This will be achieved by:  

  • growing brand awareness (via targeted ‘mixers’ dedicated marketing programmes)
  • driving brand trial (via sampling programmes) which recruit new trialists to Fentimans mixers
  • supporting the development of longer term brand equity

Job description

  • Set the brand strategy and overall future direction for the mixers franchise
  • Lead the development of the annual marketing plan for mixers
  • Define the optimum ‘mixers’ marketing mix to achieve the marketing objectives of i) awareness and ii) trial
  • Oversee the delivery of the annual ‘mixers’ marketing plan
  • Lead the development and delivery of new ‘mixers’ initiatives / market launch of NPD
  • Understand the defined brand equity position. Define the points of advantage for mixers vs competition
  • Be the ‘mixers’ consumer expert (undertaking programmes that generate tangible + actionable insight)
  • Work with external agencies to execute marketing programmes   

Person specification

  • A solid consumer brand management background with 4-6 years experience (essential)
  • Strong leadership capability. Sets the agenda rather than follows one 
  • Good influencer and strong communication skills
  • Strong presentation skills. Able to influence internally and externally
  • Ability to build a marketing plan (with a time and cost element)
  • Ability to work across functions and manage both internal and external stakeholders
  • Good understanding of delivering marketing programs that drive awareness and trial in the grocery / retail channel (this is essential)


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