Brand Manager - Ampersand & Australian Beer Company

We are looking for a Brand Manager for our Ampersand and Australian Beer Company Portfolio to be responsible for leading the development, execution, and growth of the company’s beverage portfolio across Spirits, RTD, Beer, Cider, and Emerging Categories. This role drives brand performance through strategic planning, innovation, commercial activation, and cross-functional collaboration to deliver sustainable growth, increased brand equity, and improved profitability.

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!

Brand & Commercial Management

• Support annual brand planning, go-to-market strategy, and commercial execution across multiple beverage categories

• Lead the day-to-day management of brand activity across spirits, RTD, beer, cider, and emerging categories

• Develop launch plans and marketing initiatives in collaboration with sales teams, agency partners, and key stakeholders

 Brand Activation & Campaign Execution

• Lead the planning and execution of trade and consumer marketing campaigns, sponsorships, activations, and events

• Coordinate integrated campaigns across retail, on-premise, experiential, and digital channels

• Manage production and delivery of POS, promotional materials, merchandise, and activation assets

 EComm & Digital

• Support digital marketing activity across social media, websites, EDMs, and paid digital campaigns

• Coordinate with agencies and content creators to deliver engaging brand content and campaigns

• Support eCommerce visibility and digital shelf optimisation across retailer platforms

• Monitor digital campaign performance and engagement metrics to inform future activity, reporting insights and recommendations to stakeholders

 Agency & Stakeholder Management

• Manage external agencies, suppliers, PR partners, designers, and activation partners to ensure projects are delivered on time and within budget

• Support and contribute to key business initiatives, commercial projects, conferences, and sales meetings

• Present brand plans, campaign updates, and commercial recommendations to internal and external stakeholders

Innovation & Portfolio Development

• Support the long-term growth strategy of the beverage portfolio through innovation and emerging category exploration 

• Identify whitespace opportunities and evolving consumer trends to inform future product development

• Work collaboratively with production, operations, and commercial teams to bring new concepts to market

• Assist in evaluating acquisition, partnership, and expansion opportunities across beverage categories

Qualifications and Skills

Essential

• Minimum university educated (Bachelors level +) in a commercial subject

• Minimum 2 years in marketing/brand assistant role

• Experience in liquor industry, preferably in Beer &/or Spirits/RTD

• Understanding of the digital landscape, with experience in social media, website creation / maintenance, EDM, and/or SEO

• Understanding of both retail and On-Premise sales channels

• Budget management experience

• 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 and prioritisation ability

• Ability to think and work creatively

• Strong general administrative ability, including Microsoft Office

Desirable

• Tertiary qualifications in Marketing

• Sales/retail experience

• Passionate about digital and growing brands in the online world

• Interest in beer and spirits