Head of Brands

Date: 23-Apr-2021

Location: Dublin, Ireland

Company: Ornua Co-operative Limited

Ornua is a dairy co-operative which sells dairy products on behalf of its Member Co-ops; Ireland’s dairy processors and, in turn, Irish dairy farmers. It is Ireland’s largest exporter of Irish dairy products, exporting to 110 countries worldwide. Headquartered in Dublin, it has annualised sales of over €2.3 billion and a global team of 2,400 employees. Ornua operates from 10 business units worldwide, including 13 production facilities, and has sales and marketing teams working in-market across all four corners of the globe.


The Group is structured across two divisions: Ornua Foods and Ornua Ingredients.


Ornua Foods is responsible for the marketing and sales of Ornua’s consumer brands including Kerrygold, Dubliner, Pilgrims Choice, Forto and BEO. Markets are served by production facilities and in-market sales and marketing teams in Africa, Asia, Germany, Ireland, the UK, the rest of Europe, the Middle East and the US.


Ornua Ingredients is responsible for the procurement of Irish and non-Irish dairy products and for the sale of dairy ingredients to food manufacturing and foodservice customers across the world. Ornua Ingredients is also responsible for managing volatility through de-risking and trading strategies. The business is supported by production facilities in Saudi Arabia, Spain, the UK, the US and by in-market teams in Africa and the Middle East.



Growth for Good


Ornua is the home of Irish dairy. Our cooperative ethos is at the heart of who we are and how we do business.  Our global success would not be possible without the close collaboration, care, and commitment of our 2,400 strong team.  Ornua cares about building sustainable livelihoods for all our people, who in turn care about driving sustainable profits for our co-op members and the Irish dairy farming families we proudly represent. 


Ornua 2025 is our strategic plan that will help realise our vision for growth in the next five years. It outlines what we will do well, what we will do with the profits we generate, and what additional services we will provide to our members. We will be guided by 3 guiding principles; focus, simplicity and adding value to our volume and we will clearly define what market we will play in.


Together, we will grow for good – creating value for our Irish farming families and for our 2,400 strong, committed, and proud global team.



Role Purpose:


The head of Brands will play a pivotal role in the development, direction and execution of the brand marketing strategy for the Ornua brand portfolio, ensuring distinctive and compelling brand positions are delivered globally.



Key Responsibilities:


  • To coordinate, manage and develop the Marketing Strategy, including creative aspects, for the Brand Portfolio in line with Group strategy, vision and business objectives, sustaining Kerrygold’s position as a premium brand in existing and developing markets, as well overseeing all portfolio brands (Pilgrims Choice, Forto, Beo, Shannongold etc.)
  • Drive the KPI measures of success - specifically monitoring the premiumisation strategy globally and the indicators that interact with this to deliver sustainable revenue (pricing, promotions, margin). In doing so demonstrating financial acumen and rigour.
  • Work in tandem with the Subsidiary Marketing Teams to drive strategic growth for Ornua’s portfolio of brands, to include the management of the shared marketing fund generating global activities to deliver sustainable sales growth.
  • Lead the Dublin based Brand, Graphics and Digital Team of 4.5 direct reports and coordinate a  wider team of over 10 international marketing partners, developing a high-performing function that is recognized for the quality of its work and delivering value throughout the Group.  Also, provide active and engaged support to the Global Foods Leadership Team.
  • Manage Packaging to ensure brand always aligns to Group vision and best-in-class consumer offerings in all markets.  Develop effective project management flows to optimize the team output and ensure robust pack and SKU reviews occur on a regular basis.
  • Oversee all legal areas pertaining to brand activity in collaboration with the Ornua Legal Team including, but not limited to, trademark, registrations, legal challenges, brand licensing and portfolio infringement.
  • As Head of Brands, ensure the brand guidelines and adherence to the Kerrygold mark are upheld at all times.
  • Manage Brand License agreements, ensuring the arrangements fit Group strategy, deliver appropriate value relative to brand investment and are agreed by markets in which product will be sold.

 Key Requirements / Attributes:


  • Extensive high-level marketing experience in the FMCG food sector, with an excellent understanding and appreciation of the consumer mindset, along with the ability to create compelling brand stories and collateral that resonate with those consumers
  • Strong track record of demonstrating strategic vision and planning skills, with a keen understanding and experience of marketing brands in competitive environments.
  • Excellent commercial and financial acumen, with an understanding of pricing, promotions and margin as levers for growth.
  • Excellent communication, interpersonal and relationship building skills, with a proven ability to manage multiple stakeholders, such as subsidiary teams and vendors across multiple markets.
  • Excellent negotiation, influencing and presentation skills with the ability to bring critical thinking to problem solving.
  • Strong leadership skills and abilities, with a proven track-record in developing high-performance teams.
  • Works well on own initiative.
  • Willingness to travel internationally.


CLOSING DATE: 11th December, 2020

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