Marketing Director

Alternatives is delighted to partner with Promise Gluten Free and Gallaghers Bakehouse in their search for a Marketing Director.
We’re a leading bakery business with two premium bread brands, Promise Gluten Free and Gallaghers Bakehouse, setting standards in “better-for-you” breads. The bakery is in Ardara, Co. Donegal and the commercial head offices are in Dublin. Promise Gluten Free is a global brand which has completely transformed the Gluten Free category. We are no.1 in Ireland and Canada, and the fastest growing brand in the UK, with huge potential to grow into new markets. Gallaghers Bakehouse was developed and launched in 2020 into a €500m+ bakery category. The brand was premium positioned to offer consumers a trade-up opportunity in their everyday bread offerings. The connection and impact with consumers of this premium, sourdough-based range of breads has been rapid with demand still outstripping supply in the market. We believe Gallaghers BH is a disruptive and transformational brand in the category and under the right stewardship and investment can realise its full potential and become the No.1 branded bread across IOI over the next 3-5 years.
Role Summary:
As our Marketing Director, you’ll work closely with our CMO to lead brand and marketing strategy for both brands, driving their continued growth and brand impact. You will be responsible for managing and evolving our brands’ positioning, product portfolios, new product development (NPD), consumer communications strategy (including execution across all media platforms) and trade communication & activation
Key Responsibilities:Define category growth opportunities (through understanding the category, consumer insights to identify barriers & enablers of value & volume growth)
Lead brand strategy, positioning evolution & identify growth opportunities for our brands
Product range management & optimisation across all category segments to identify areas of upgrading/renovation of core products & determine pricing strategies
Lead the development of a new NPD process from concept to launch, aligning with brands’ strategy, market needs & consumer trends.
Drive trade marketing & activation initiatives to enhance in-store visibility and consumer engagement.
Manage all brand communications, aligning with the overall business strategy
Ideal Candidate:15+ years of FMCG marketing experience with a strong record of building & executing ambitious bold brand and marketing strategies. Proven track record of delivering results (category growth, share steal, P&L improvements)
Skilled in brand building (relaunching), product portfolio development & management. Experience in developing & executing Innovation pipelines.
Proven record in brand communication and executing campaigns
Strategic thinker with hands-on experience in driving results and collaboration across teams. Positive & determined mindset and attitude.
Ability to shift between creating long term goals/strategies while leading tactical execution & managing the details. Multi-tasker/ability to wear multiple hats
Action orientated/high drive for results/operationally agile
What We Offer: Competitive salary and benefits
Opportunity to shape and grow our brands
Collaborative, supportive environment with growth potential