Brand Manager - Spirits

We are looking for a Brand Manager for our Spirits Portfolio to be responsible for building our brand strategy, integrated marketing, innovation, and commercial alignment across our Portfolio (including Morris Whisky, 36 SOUTH and Innovation pipeline) as well as the Morris of Rutherglen Wine Portfolio. This role drives growth of our premium spirits portfolio, balancing long-term brand equity with short-term commercial performance, both in our domestic market and with export partners.

Working cross-functionally with our Sales, Digital, PR, product/NPD teams, and Distribution partners, the role ensures brands are strategically positioned, insight-led, and executed with excellence across trade, consumer, and digital channels.

Casella Family Brands (CFB) is Australia’s largest family-owned beverage company. Propelled onto the global stage in 2001 by our hugely successful [yellow tail] wine brand, we have been recognised for eight consecutive years as the World’s Most Powerful Wine Brand.

Our portfolio features fine wines such as Peter Lehmann, Brand’s Laira, Morris of Rutherglen, and Baileys of Glenrowan, along with our beer, cider, and premium spirit ventures, Australia Beer Company and Copper and Grain Distilling Co. With over 900 employees, we value People, Accountability, Community, and Entrepreneurial Spirit as the cornerstones of our success.

We’re looking for someone to help us in the following areas and more!

Innovation

• Lead end-to-end delivery of all spirits innovation projects from concept through to launch, ensuring timelines, budgets and business governance.
• Identify emerging consumer trends, category insights and market opportunities to inform future product development.
• Coordinate packaging development, product positioning and launch planning for new products and limited releases.

Brand & Growth

• Ensure all consumer touchpoints maintain consistency in tone, messaging and premium brand presentation.
• Develop annual marketing calendars and campaign plans aligned to business objectives.
• Monitor brand performance, campaign effectiveness and consumer engagement metrics to optimise activity and identify growth opportunities.

PR & Media

• Develop and manage relationships with media, influencers, brand ambassadors and key industry partners.
• Coordinate PR initiatives in partnership with the Communications Team to maximise earned media opportunities.
• Support launch events, trade events and experiential activations to strengthen brand awareness and reputation.
• Identify opportunities for storytelling, partnerships and collaborations that elevate brand positioning.

EComm & Digital

• Lead social media strategy, content planning, community engagement and execution with oversight from the Senior Marketing Manager.
• Partner with Digital and eCommerce teams to deliver effective eCRM campaigns, website enhancements, paid media campaigns and online promotions.
• Monitor digital performance metrics and provide reporting and recommendations to improve engagement, conversion and online sales.

Cellar Door Customer Experience

• Collaborate with Rutherglen and Sydney teams to align marketing activity and create seamless customer experiences both online and onsite.
• Ensure social media visibility and storytelling effectively showcase the Cellar Door experience.
• Identify opportunities to improve customer journey, loyalty and conversion through both physical and digital touchpoints.

GTR

• Support and execute Global Travel Retail brand activations, launch activity and promotional campaigns.
• Coordinate marketing assets, product support materials and launch timelines for GTR partners.
• Collaborate with internal stakeholders and external partners to ensure premium execution across travel retail channels.
• Identify opportunities to increase brand visibility and consumer engagement within GTR environments.

Qualifications and Skills

Essential

• Minimum 3-4 years in marketing/brand assistant role, or currently Brand Manger level
• Experience in FMCG industry / alcohol ideally spirits
• Track record of driving brand growth via Paid, Owned and Earned channels (inc social, digital PR/ Influencer / partnerships)
• Exposure to E-com, direct to consumer sales and marketing and CRM
• Sound commercial acumen, with a solid understanding of P&L management
• Ability to analyse and interpret information
• Excellent written and oral communication skills
• Ability to work autonomously as well as part of a team
• Demonstrated time management ability.
• A passion for Australian craft spirits, ideally whisky!