O'Briens Wine, Ireland's leading specialist wine, beer, and spirits retailer, is seeking a talented and ambitious Head of Marketing & E-Commerce to lead our marketing communications and digital strategy. As a key member of the Senior Management Team, you'll drive brand growth, oversee campaign execution, manage a high-performing team, and ensure excellent customer engagement across all channels.
Key Responsibilities
Strategic Leadership & Planning
* Develop and present the annual marketing and E-Commerce strategy.
* Guide brand direction across all customer, colleague, and supplier touchpoints.
* Align strategy with overall commercial goals and board expectations.
* Create and roll out multi-channel campaigns across retail, digital, social, and print.
* Ensure strict adherence to campaign timelines and quality standards.
* Develop store activation briefs to support in-store and online execution.
Customer Experience & Loyalty
* Lead continuous improvement of the customer experience across store, app, and online platforms.
* Design and implement loyalty strategies (O'Briens Club, App) to attract and retain customers.
PR & Media Engagement
* Develop lifestyle-focused PR materials and manage relationships with journalists, influencers, and bloggers.
* Track media performance and integrate insights into future campaigns.
Research & Insights
* Manage customer research programs to gather insights.
* Use findings to inform strategy and improve engagement.
* Partner with the E-Commerce Manager to onboard and manage suppliers in the Supplier Partnership Programme.
* Deliver high-impact brand campaigns in collaboration with supplier marketing teams.
* Lead major brand events and tastings, e.g., Taste of Dublin, Consumer Wine Tastings.
Team & Agency Management
* Manage and develop a marketing team of 3: E-Commerce Manager, Designer, Marketing Executive.
* Run weekly team meetings and quarterly performance reviews.
* Lead agency relationships and oversee budget planning and spend.
Brand Governance & Evaluation
* Maintain a consistent brand tone of voice across all assets.
* Lead evaluation of all seasonal campaigns using both brand and commercial metrics (e.g., footfall, transactions).
* Share learnings with the wider team and leadership.
Retail & Local Marketing Support
* Identify store-specific marketing needs and develop support programmes.
Key Relationships
* Internal: Senior Leadership, Store Teams, Marketing & E-Commerce
Skills & Experience
Experienced In:
* Strategic marketing and brand development
* Leading E-Commerce strategies (preferably with Shopify)
* Managing loyalty programmes and customer experience journeys
* Leading and developing cross-functional teams
* Collaborating with suppliers and securing co-marketing investment
* Project management and execution in a dynamic retail environment
* E-Commerce operations (product updates, promotions)
* CRM & automation tools (e.g., Klaviyo)
* Campaign analytics and data-driven decision-making
* Budget planning and supplier negotiations
What We Offer You:
Enjoy employee discounts on wine and fizz for all our colleagues.
Take advantage of our Bike to Work scheme.
Access HSF Health Plans, covering healthcare expenses including dental, optical, and more.
Participate in our Company Pension Scheme for future financial security.
Benefit from our Refer a Friend scheme.
Explore a variety of Development Opportunities through both online and classroom-based learning, delivered by in-house and external industry experts.
Training & Growth:
Take part in WSET Wine and Spirit Courses to expand your wine knowledge and earn recognized qualifications in the industry.
We offer excellent career progression opportunities, with many of our promotions being filled internally.
As a company, we are continuously expanding, but it's the dedication and talent of our people that drives our success.
At O'Brien's, we believe in fostering talent and providing ongoing learning opportunities to help you advance in your career. If you're motivated, ready to learn, and excited about working in a vibrant and busy environment, there's plenty of room to grow with us.
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