Head of Sales & Marketing, Old Brewer’s Yard

Job Description :

Old Brewer's Yard (OBY) is a new Guinness neighbourhood in London that will inspire the best in brewing, food, retail and culture. Consisting of 52,000 square feet of heritage buildings and central courtyard in the historic brewing quarter in Covent Garden, OBY will become a key growth driver for Guinness, placing the brand in culture, driving relevancy and brand saliency amongst a new generation of drinkers. GB is the biggest Guinness market globally and Guinness is enjoying a period of exceptional growth and cultural magnetism, with the brand growing by around 50% since 2019 to the biggest it has ever been in value, volume and market share in the brand's 264-year history.

This role is part of the OBY Leadership Team. The role holder will be responsible for setting and implementing the sales, marketing and digital strategy of a multi-million pound business, and building a progressive digital pathway to deliver this. The successful applicant will be a key influencer within the leadership team and with internal and external collaborators alike. You will work very closely with the Diageo GB marketing and finance teams to ensure that marketing campaigns and sales activity are closely aligned to deliver quality sales and brand saliency.

• Achieve targets in customer acquisition, yield/occupancy management, sales, revenue, and profit targets
• Work closely with the Diageo GB teams to agree OBY contribution to GB Annual Operating Plan
• Lead ATL/through-the-line campaigns and ensure effective execution by working with external agencies, internal cross-function partners, and our OBY F&B operating partner
• Analyse the performance and value of marketing plans, campaigns, new product launches, brand activations and seasonal promotions
• Develop an end-to-end digital strategy to meet commercial targets and deliver on Guinness Brand objectives. Take full ownership of the OBY website to ensure that it meets clearly defined performance metrics.
• Lead the Data and CRM strategies and plans for OBY to ensure that the business both collects high quality, opted in data, and designs CRM campaigns to drive repeat visits or repeat retail spend
• Develop a programme of annual events that lead to cut through in culture and communion in a way that OGCD (Only Guinness Can Do) and that support the local community
• Work closely with the Marketing/Brand, Innovation, Retail and Finance teams to develop products and experiences that grow quality sales and support brand saliency

• Eight years plus in a marketing or sales leadership position with an FMCG company, international visitor attraction, large scale event management company, travel, hospitality brand or specialty retailer. International experience would be an advantage.
• Track record of achieving operational metrics yield/occupancy management, sales, revenue and profit targets.
• Proven ability to develop sales and growth plans across multiple platforms, including digital, and to develop yield and pricing strategies to optimise revenue.
• Proven track record in building strategic marketing plans that have influenced a major market, visitor attraction or retailer.
• Experience and understanding of implementing end to end digital strategy including D2C e-commerce with proven commercial and brand advocacy results.
• Ability to navigate and understand the end-to-end digital landscape, world class website development, SEO and experience of working with CRM systems.
• Previous experience developing and maintaining commercial partnerships and ecosystems within the FMCG, event, retail or hospitality sector.
• Experience of leading successful teams. Strong interpersonal and communication skills to lead the team toward achieving stretching goals.
• Ability to ensure the right data and analytic infrastructure is in place and to use data to organise and interpret campaign results.
• Experience of transformational change in a consumer facing environment.