Senior Marketing Manager

Date: 23-Sep-2022

Location: Dublin, Ireland

Company: Ornua Co-operative Limited


Ornua is a dairy co-operative which sells dairy products on behalf of its Members, 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 2,850 employees.  Ornua operates from 10 business units worldwide, including 16 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, Kerrygold, Avantage, 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.

 

Ornua’s Values


At Ornua, our Values guide us as we work together and care for each other to achieve great things. Our five values, and their underlying behaviours, encourage us to Seek and Embrace New Ideas, Make It Happen, Be Our True Selves, Show You Care and Achieve Great Things Together.

 

Dynamic Working


Ornua have a Dynamic Working policy in place which facilitates flexible hours and hybrid working.

 

Our Business Unit

 

We are responsible for the Sales and Marketing of Ornua’s consumer foods products in non-subsidiary markets across Ireland, Continental Europe, Asia and Australia. 

We are working closely with locally based distributors to drive sustainable, profitable growth across the region, with focus on Ornua’s flagship brand, Kerrygold, and with emphasis on creating value, simplifying our business and delivering customer success.

 

 

 

Role Purpose

 

  • The Senior Marketing Manager – Ornua Foods International, will play a pivotal and pro-active role in the development and delivery of consumer insight based, strategic brand plans and growth objectives for our brands within the region, with particular focus on Kerrygold and focus markets.
  • The Senior Marketing Manager will work closely with Commercial Managers, Ornua Central Resources (Insights, Graphic Design, Packaging, Innovation and Communications) and Local Distributors in selected markets to develop and implement effective consumer & trade marketing communication, brand management and promotional initiatives, ensuring consumer relevance and a consistent, premium brand image for Kerrygold across the region.

 

 

 

 

 

Key Responsibilities

 

  • Lead the development & implementation of strategic brand plans in focus markets. 
    • Develop a deep understanding of target consumer persona, needs, habits and opportunities.
    • Develop a deep understanding of brand and category/segment performance and opportunities using internal and external data sources.
    • Develop a relevant & motivating brand proposition vis-à-vis our target consumer.
    • Develop annual brand marketing plans (BMPs) that will deliver the strategic growth objectives with a robust, targeted and results-oriented programme of initiatives.
    • Develop KPIs for market share, awareness, distribution and ROS.
    • Develop a best-in-class digital presence with initial focus on website optimisation and a compelling social media programme to engage with our target consumer.
    • Lead the efficient, cost effective and timely execution of integrated marketing initiatives. 
  • Construct and manage A&P Budgets in conjunction with Commercial Managers and local Distribution Partners, ensuring optimal allocation, monitoring and control.  Establish key marketing ROI metrics to establish effectiveness of programmes in key markets.
  • Lead out on Global Ornua Marketing forums representing Ornua Foods International to create and deliver best in class creative assets for the Kerrygold brand to be deployed across markets.
  • In co-operation with Ornua’s Global Consumer Insights Team, drive the implementation of consumer research projects to maximise the connection with target consumers.  
  • In conjunction with Ornua’s Global Packaging & Design Team, drive the optimisation and pooling of multilingual, pan-regional packaging solutions to maximise consumer impact at point of purchase to minimise SKU proliferation.
  • Manage the development & roll-out of pan-regional brand communication & promotion ‘toolkits’ to optimise design, production & logistical synergies.
  • Work closely with agency partners to create compelling brand communication and activation programmes, which connect effectively and efficiently with our target consumers. 
  • Gain a clear understanding of focus markets and support local partners in driving consistency of messaging and execution.

 

 

The Candidate

 

  • Ideally 10 years marketing experience (ATL & BTL) in the FMCG or comparable branded sectors, including significant international exposure.
  • Excellent commercial acumen and experience of marketing brands in a competitive environment. 
  • Proficient in dealing with intercompany matters, importers, distributors and retailers, preferably at international level.
  • Excellent creative, communication, presentation, influencing and relationship building skills.
  • Strong analytical skills, attention to detail with an ability to think strategically.
  • A pro-active, energetic team player with a flexibility to travel internationally (extensive travel may be required).
  • Degree educated or equivalent qualification in Marketing, Business Studies, Food Business/Science or a related discipline.
  • Fluency in a foreign language could be an advantage.

 

 

 

 

 

 

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