Brand Manager - Adult Socialising Brands: Fentimans

Job Title: Brand Manager – Adult Socialising (Fentimans, Bundaberg & Frobishers)

Location: England (Hybrid – Any AG Barr Hub)

Contract: Permanent / Full-Time

Salary: Competitive + Performance Bonus + Comprehensive Benefits

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

Essential Skills & Experience

• 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

• New product development (NPD)

• Agency management

• Commercial planning and brand performance evaluation

Desirable

• 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

• Competitive salary

• Uncapped performance bonus linked to business results

• Defined contribution pension scheme

• Up to 34 days annual leave plus flexible holiday trading

• Flexible benefits allowance

• Healthcare Cash Plan

• Discounted gym membership and lifestyle benefits

• Employee discounts and staff sales

• Life assurance

• Save As You Earn scheme

• 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.

Apply now to find out more.