Brand Manager

We're looking for a bright, ambitious Brand Manager who can help us put a shandy in every hand in the country.

 

The Brand:

We're Shandy Shack, the creators of the original craft shandy. Founded by three friends (Ed, Tom and Freddie) in summer 2018, we originally started out as a pop-up shack, touring festivals all over the UK mixing different shandies before deciding to take the plunge and brew our own canned drinks.

Why? The craft beer category is booming, but there’s an issue around accessibility and ABV. Lots of beer drinkers find craft beer too hoppy, too bitter or too strong. The no/low category is also growing rapidly as more consumers look to reduce the number of units they’re drinking. But moderation shouldn't just be a question of all or nothing. We're perfectly positioned to be the best of both worlds, providing a sessionable, lower-ABV option that isn't a compromise on taste. Arguably most importantly, shandy is a category with longstanding cultural value and therefore offers a creative playground full of amusing, historic associations/stereotypes. We have first mover advantage in reviving and premiumising this category.

We currently have two products in our core range: the IPA Shandy (2.8% ABV) and the Elderflower Lager Top (2.5% ABV). A third limited edition product, the Pale & Ginger (2.2% ABV), launched exclusively online in November 2021, receiving rave reviews from our fans.

Since summer 2020, we've won multiple major listings, including Sainsbury’s and City Pub Group, as well as building a strong D2C channel. We've also been featured on This Morning, Sunday Brunch and in the Daily Mail to name just a few.

With a fresh investment round closed, we're now looking to go through the gears, growing our team, expanding our distribution and investing in marketing.

 

Your Role & Responsibilites:

As our Brand Manager, you will be responsible for creating and delivering the annual marketing plans to help achieve our ambitious long-term growth targets. The three key objectives of our marketing activity will be to get as many shandies into as many hands as possible through trial, land our unique brand positioning across the on and off-trade, and build a community of raving shandy fans. 

Reporting into co-founder Ed, you will be part of a growing team that is passionate about bringing shandy to the masses. You will have real autonomy to shape our brand moving forward, giving you a chance to deliver real impact at a time of fast growth. 

Split into four main areas, this role will be responsible for:

Brand Planning

  • Create annual marketing plans considering off-trade and online, as well as any activity in the on-trade
  • Regularly update and report on progress, testing & learning fast to improve
  • Find and manage any additional resource (e.g. agencies, freelancers) required to bring the marketing plans to life

Community Building

  • Use a cross-channel approach to build a community of shandy fans
  • Manage our social media channels
  • Lead our email marketing 
  • Find new ways to reach our target audience 
  • Develop relationships with relevant brands & businesses to deliver strategic brand partnerships

Consumer & Trade Activations

  • Identify the right consumer and trade events for us to make waves at
  • Think outside the box to create genuinely unique brand activations
  • Oversee the execution of events from start-to-finish, supported by our Activation Executive

Trade Marketing

  • Support the sales function to help us win in the on-trade and off-trade
  • Create PoS projects to drive visibility at the point of purchase
  • Develop compelling bar staff training and incentive programmes
  • Develop a sampling and activation programme to drive on-trade and off-trade trial

 

Your Profile:

  • Strategic > great understanding of brand's positioning & potential and an ability to create and execute a solid marketing plan
  • Creative > your natural approach is to want to do things differently to the way they’ve always been done
  • Thirsty (not just for shandy!) > determined & driven to make things the best they can be, with a resilient, entrepreneurial spirit and a curiosity to learn quickly in areas of development
  • Fun > genuine excitement about the cultural opportunity available and the humour that we can develop

 

Your Skills:

  • Being creative and generating new ideas 
  • Writing on-brand, witty consumer-facing copy
  • Staying organised and spinning lots of plates
  • Having a strong eye for brand, design aesthetics and emerging trends
  • Seeking answers and making decisions through experimentation & data
  • Working autonomously and confident owning projects

 

Your Experience:

  • Ideally 2+ years' experience in a marketing role at another drinks brand. However, we would be open to brilliant graduates who have other relevant experience from side projects or studies. 
  • A passion for the F&B industry is an absolute must

 

Role Details:

  • Start Date: ASAP  
  • Location: London-based preferred but not essential, currently working remotely. You’ll sometimes be required to travel and get out into trade or attend events.
  • Salary: £28-32k, negotiable based on experience
  • Hours: Full-time. Flexibility will be essential as startup business needs will fluctuate frequently
  • How to Apply: email us on cheers@shandyshack.co.uk with your LinkedIn profile and a message (in a format of your choice) to explain what excites you about this opportunity