Job Description
Senior Brand Manager - Beer & Cider – lead portfolio planning and develop strategic plans, innovation and NPD within the Pinnacle Beer & Cider portfolio; build portfolio and brand plans to drive performance and equity for the Pinnacle Drinks brand and International portfolios.
You'll be required to lead the portfolio strategy across customer, category segments, NPD and brand thinking, and you'll be responsible for developing brand plans and innovation that cover an analytical viewpoint of category, customer and brand performance. This role is also integral to planning activities such as product launches, promotional activities, advertising, PR and events as agreed with the Head of Marketing.
You'll develop and implement annual brand and activation plans with our exclusive partners to build performance and drive equity for Pinnacle Drinks International Brands.
The Senior Brand Manager - Beer & Cider will provide strategic leadership and direction to the Marketing Coordinator – Beverages, taking full responsibility for guiding, developing, and empowering their performance and professional growth.
Responsibilities include:
- Lead and develop a direct report.
- Channel and content planning for each brand within your portfolio.
- Use data-driven insights to form strategic decisions and campaign development.
- Lead the setup and inputs into monthly category gate papers for Beer & Cider.
- Lead the development of new product concepts aligned to market opportunities and customer needs and drive product development from conceptualisation to launch.
- Collaborate with internal Business Teams to deliver input and sign-off on new product launches.
- Lead and implement successful product launches by working with the Business Development and Sourcing teams to manage NPD communication to all channels.
- Lead the marketing for export brands including developing the brand portfolio for key international markets and distributors.
- Become an expert on the market, consumers, customers & competitors.
- Build strong relationships with external agency partners, internal stakeholders in marketing and commercial functions, and International teams.
- Financial management including budgeting, cost optimization, accounts, quotations and reconciliations.
Qualifications
Now let’s talk about you:
- Demonstrated ability to think strategically and act independently to drive brand-specific objectives using category expertise.
- Strong understanding of the market landscape, including customer segmentation, product dynamics, and evolving consumer trends and needs.
- Proven experience in building successful brands (ideally in the liquor industry, or similar) and executing effective supporting activities such as PR, content creation, and merchandising.
- Skilled in developing brand architecture and leading new product development (NPD) initiatives.
- Strong leadership presence in category management, with the ability to align and influence a broad range of internal and external stakeholders.
- Excellent communication and interpersonal skills, with a track record of influencing outcomes across multiple teams.
- Highly self-motivated with strong organizational and time-management capabilities.
- Commercially minded, focusing on delivering measurable outcomes through brand performance, portfolio growth, and equity development.
- Creative approach to brand planning, from concept development to campaign execution, aligned with strategic goals.
- Experienced in customer analysis, market research, and above-the-line (ATL) marketing execution.
- 5–10 years of leadership and hands-on experience ideally within the Beer and Cider category, with a deep understanding of consumer behavior, competitive landscape, and market dynamics.
- G Suite capability, particularly Sheets and Slides.
The perks are good too!
- We offer flexible working in every sense
- An exclusive discount card for BWS, Dan Murphy’s, Woolworths, BIG W and other Endeavour Group brands
- Monthly meeting-free days
- Health and wellbeing support with a range of free services
- Opportunities for learning and development within Endeavour Group
Note: At Endeavour, we value being a workplace where everyone’s welcome – if you meet a number of the requirements (and not all), we encourage you to apply.
Additional Information
Endeavour Group is a portfolio including Dan Murphy’s, BWS, ALH Hotels, Pinnacle Drinks and more. We are committed to safety, inclusion and flexibility, and we welcome applicants who are close to the requirements.
We’re excited to hear from you. For more information, visit the Endeavour Group careers site.
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📌 Senior Brand Manager - Beer & Cider
🏢 Endeavour Group
📍 Melbourne