Kerrygold Social and Content Strategist

Date: 22-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.  

 

Ornua is structured across two key revenue streams: 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. 

 

Kerrygold 

 

From humble beginnings in 1962, Kerrygold has grown to become Ireland’s first and only billion euro food brand, with over 10 million packets of Kerrygold butter and cheese sold each week across the globe in over 70 markets. In the US, Kerrygold butter is now the number two butter brand and Kerrygold Dubliner is the number one specialty cheese. In Germany, a 250g block of Kerrygold butter is the fastest-selling food or drink item on supermarket shelves. Now entering its 60th year, there is a new and exciting chapter ahead for the Kerrygold brand and we want a Social and Content Strategist to join us on this journey and be as passionate and proud of the brand as we are.

 

Role Summary 

 

The Social & Content Strategist, as part of the Global Brands Team, leads the development of social, content and owned and earned channel strategies, assets and best practices for Ornua’s consumer facing brands (namely Kerrygold and Pilgrim’s Choice), that aligns to overarching brand strategy and delivers a best-in-class social and content eco-system across the organization to underpin growth objectives of the consumer foods business.  

 

Key Areas of Responsibility 

 

  • Act as subject matter expert in digital, social and content providing best practice leadership to in-market teams on existing and emerging digital marketing tactics and technologies. 

  • Develop a rigorous and globally adoptable social and content strategy and planning process, working with in-market teams to deliver an award-winning consumer experience at the nexus of brand messaging and branded content.  

  • Working with agency partners, produce online content for multiple social and digital channels across multiple markets including but not limited to, Facebook, Tik-Tok, Instagram, YouTube, Pinterest, Twitter.  

  • Translate annual macro marketing plans and strategy into seamless social and digitally driven executions.  

  • Charter journey to global eCommerce maturity and work with in-market teams to develop PDP framework, implementation and customer prioritization plan.  

  • Develop community management playbook for adoption by global teams that spurs engagement and involves Ornua’s brands in cultural moments.  

  • Identify new and relevant social and digital channels, trends, technologies, and partners for branded business to adopt or test.  

  • Project lead on key strategic projects for Ornua’s brands, including identified areas of growth including Gen Z and Millennial engagement and sustainability.  

  • Develop KPIs as needed to measure the effectiveness of social and digital evergreen activity and campaigns and respective ROI. Prepare regular analysis and reporting on KPIs, making appropriate and insightful recommendations for improvement. 

  • Supports annual brand planning process, with ownership of specific areas. 

  • Manage budget for areas of ownership, ensuring all spend is designed to support marketing objectives and are an effective expenditure of resources. Regularly reconcile spend versus budget and provide reporting accordingly.  

 

Key Requirements 

 

  • You must be a content producer in your own right, at a minor or larger scale.  

  • A digital native, attuned to social and digital culture and how different cohorts engage with established and emerging social and digital platforms. 

  • Proven track record of activating social platforms and digital channels for brands is essential. 

  • Experience in production and creative development across multiple social and digital mediums but not limited to, Facebook, Tik-Tok, Instagram, YouTube, Pinterest, Twitter with experience in cross-channel creative integration a plus.  

  • Well-developed analytical, strategic, and creative thinking skills. 

  • Fluency in integrated marketing communications and the role social and digital plays in the consumer experience and cross channel marketing mix.  

  • Technical understanding of web development and technologies relevant for CPG branded presence is desirable. 

  • Strong project management skills, with a demonstrated track record of on-time, on-budget delivery. 

  • A critical eye and excellent attention to detail.  

  • Ability to prioritize and re-prioritize as business conditions change. 

  • Ability to travel up to 20% of time as business demands and allows.   

  • Inherent interest in premium food and culture is a plus.  

 

Ornua Competencies 

 

  • Ownership - Drives results, profitability, and sustainable growth. 

  • Rigour - For complex challenges or new areas, applies effective professional skill, analysis and decision making, and planning and reviewing. 

  • Forward Looking - Leads others through change and contributes to competitive challenges and functional strategic plans. 

  • Communicative – Communicates in an inspirational way. 

 


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