Brand Manager - Adult Socialising Brands: Fentimans

Location: England (Hybrid - Any AG Barr Hub)

Contract: Permanent / Full-Time

Role Overview

AG Barr is seeking a commercially driven and highly creative Brand Manager to lead the strategic development of its premium Adult Socialising portfolio, including Fentimans, Bundaberg and Frobishers.

This is a pivotal role focused on delivering insight-led brand strategies and high-impact integrated marketing campaigns that strengthen brand equity, increase market share, and drive sustainable commercial growth across a portfolio of premium soft drinks. Working closely with Commercial, Activation, Innovation, R&D and Sales teams, you will take ownership of brand planning, campaign execution, innovation projects, and performance analysis.

The successful candidate will combine strategic brand marketing expertise with strong commercial awareness, helping shape how consumers connect with some of the UK's most established premium beverage brands. You'll play a key role in developing emotionally engaging campaigns while ensuring every marketing investment delivers measurable business impact.

This is an exciting opportunity for someone who thrives within a fast-paced FMCG environment and wants to make a visible impact within one of the UK's most recognised branded businesses.

Key Responsibilities

Lead the development and execution of brand strategies aligned with AG Barr's commercial objectives

Deliver integrated through-the-line marketing campaigns across digital, social, retail, PR, and traditional media channels

Drive brand awareness, consideration, and market share through distinctive consumer-led marketing initiatives

Collaborate with Commercial, Sales, Activation, Innovation, and R&D teams to maximise campaign effectiveness and return on investment

Monitor brand performance, identifying commercial opportunities and implementing optimisation strategies

Manage external creative, media, and marketing agencies to deliver best-in-class campaigns

Lead annual brand planning processes using consumer insight, market trends, and competitive analysis

Support and project manage new product development initiatives, including product launches, new flavours, and packaging innovations

Manage marketing budgets to maximise efficiency and commercial return

Deliver actionable consumer insights and performance reporting to support strategic decision-making

The Successful Applicant

Proven experience within a Brand Manager or consumer marketing role, ideally within an FMCG environment

Strong background developing and delivering integrated marketing campaigns that drive brand growth

Experience managing brand strategy, campaign execution, and performance analysis

Excellent project management skills with the ability to manage multiple campaigns and priorities simultaneously

Experience supporting new product development and successful product launches

Strong commercial awareness with the ability to interpret market, consumer, and financial data

Excellent stakeholder management skills with experience collaborating across cross-functional teams

Strong analytical mindset with the ability to convert insights into commercial action

Excellent communication and presentation skills

Passion for building brands and delivering exceptional consumer experiences

Technical & Platform Knowledge

Brand strategy and portfolio management

Integrated marketing campaign planning

Consumer insight and market analysis

Marketing performance reporting and analytics

Budget management and ROI optimisation

Agency management

Commercial planning and brand performance evaluation

Degree-qualified in Marketing, Business, or a related discipline

Experience within premium FMCG, food and beverage, or consumer goods brands

Experience delivering successful innovation and product launch programmes

Understanding of consumer behaviour, category trends, and premium brand positioning

Passion for creating culturally relevant, insight-led marketing campaigns

Salary & Benefits

Uncapped performance bonus linked to business results

Defined contribution pension scheme

Up to 34 days annual leave plus flexible holiday trading

Flexible benefits allowance

Discounted gym membership and lifestyle benefits

Employee discounts and staff sales

Life assurance

Free AG Barr products throughout the working day

Annual salary reviews

Ongoing learning, development, and career progression opportunities

Opportunity to work with some of the UK's most recognised and iconic beverage brands

If you are a commercially focused brand marketer who thrives on developing impactful campaigns, building premium consumer brands, and delivering measurable commercial growth within a fast-paced FMCG environment, this is an excellent opportunity to make your mark within one of the UK's most established and innovative branded businesses.

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