Senior Brand Manager - Incubator Brands

We’re looking for an ambitious, commercially driven Senior Brand Manager to lead our GB & International incubation agenda. Kerry Dairy Ireland has relaunched as Kinisla, marking an exciting new chapter of growth and ambition as we focus on building future‑fit dairy brands designed around evolving consumer needs. This role will lead the development of high‑potential incubator brands and unlock new avenues for growth, with an initial focus on our new start‑up brand, Smug Dairy.

Launched into the food‑to‑go snacking category in January 2025, Smug Dairy has already secured distribution with some of the UK’s most‑loved retailers. While the brand has built strong early momentum, there remains significant opportunity to accelerate growth, expand distribution, and establish a meaningful position within the rapidly growing snacking category. Combining strategic brand leadership with hands‑on commercial execution, this role will drive sustainable growth through cross‑functional collaboration, compelling retailer partnerships, innovation, and agile marketing activation.

Operating with a founder’s mindset, you will thrive in a fast‑paced, evolving environment where creativity, initiative and commercial acumen are equally valued. This is a hybrid role, with 2 days per week in our Staines offices (Tuesday & Wednesday) and requires occasional travel to our partners in London and our sites across Ireland and the UK.

What You’ll Be Doing

• Define and lead the long‑term brand strategy, including positioning, target audience, proposition development and growth priorities.
• Build and execute brand plans that drive both short‑term commercial performance and long‑term brand equity.
• Partner closely with the Business Unit Controller, Commercial, R&D, Supply Chain, Finance and external agency partners to deliver growth objectives.
• Lead retailer engagement and sell‑in, developing compelling commercial narratives that secure distribution, visibility and activation opportunities.
• Develop and deliver agile, insight‑led marketing plans that maximise impact and return on investment.
• Lead creative development and ensure distinctive, consistent execution across all consumer touchpoints.
• Monitor brand performance, identify opportunities and optimise plans through data, insight and learning.
• Drive the innovation pipeline in conjunction with the innovation team from concept creation through to launch, evaluation and continuous improvement.
• Coach and develop a direct report, fostering a high‑performance and growth‑oriented team culture.

What You Can Bring To The Role

• Proven experience in brand management, ideally within FMCG, challenger brands, start‑ups, scale‑ups or innovation‑led businesses.
• Strong commercial acumen, with experience working closely with retailers and leading customer sell‑in initiatives.
• Exceptional stakeholder management and cross‑functional leadership skills.
• A proactive, entrepreneurial mindset with the ability to balance strategic thinking and hands‑on execution.
• Strong creativity and a track record of turning consumer insight into impactful brand ideas and campaigns.
• Comfortable navigating ambiguity and making decisions in a fast‑changing environment.
• Resilient, adaptable and energised by building brands from the ground up.

What We Can Offer

• 25 days annual leave (excluding bank holidays).
• Health Care.
• Matched pension scheme.
• Benefits platform offering discounts and cashback on major retailers.

Equal Opportunity Statement

We are committed to nurturing an inclusive culture that inspires food and nourishes life. Our recruitment, selection and assessment process are based on the skills and competencies of the specific roles and are based entirely on merit. We value diversity and inclusion in all recruitment processes within Kinisla and do not discriminate based on gender, race, class, economic status, ethnic background, sexual orientation, age, political beliefs, veteran status, marital status or any other protected characteristic.