📌 Core Information
🔹 Job Title: Brand Manager - Tooheys
🔹 Company: Lion
🔹 Location: Sydney, New South Wales, Australia
🔹 Job Type: Full-time, On-site
🔹 Category: Marketing
🔹 Date Posted: April 13, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Leading major campaigns and strategic projects across the Tooheys portfolio
- Working closely with cross-functional teams to create meaningful consumer connections and drive brand growth
- Turn insights into action, creating meaningful consumer connections and driving brand growth
- Supporting the development of brand strategy and ensuring execution of brand plans that influence consumer behavior for the long term and achieves commercial goals
ASSUMPTION: This role requires a strong background in brand strategy, planning, and campaign execution, with experience leading high-profile cross-functional projects.
📋 Key Responsibilities
✅ Lead key campaigns and support Marketing Manager in line with consumer & commercial objectives
✅ Support development of brand strategy and ensure execution of brand plans that influence consumer behaviour for the long term and achieves commercial goals
✅ Review brand performance against consumer and commercial datapoints to support short term and long term brand goals
✅ Manage internal communications of brand information
✅ Partner internal and external stakeholders (Category, Connections, Insights, Shopper, Agency Partners) to deliver key campaigns & projects
✅ Brand Budgets (managing & forecasting)
ASSUMPTION: The role involves managing and forecasting brand budgets, as well as collaborating with various internal and external stakeholders.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field
Experience: 5+ years of experience in a cross-functional organization, with exposure across marketing and sales
Required Skills:
- Brand Management Expertise - Experience turning brand strategy into execution (ATL & BTL), leveraging innovation, partnerships, and activations
- Data-Driven Thinking - Ability to connect consumer and commercial insights into actionable brand strategies
- Strong Collaboration Skills - Proven success working across multiple stakeholders to drive business outcomes
- Commercial & Strategic Acumen - Knowledge of brand planning, innovation, communications, and P&L analysis
- Relentless energy & positive attitude - Action-oriented, capable of moving at pace and embracing challenging projects
Preferred Skills:
- FMCG experience
- Liquor Industry Experience
ASSUMPTION: While FMCG and liquor industry experience are preferred, they are not essential for this role.
💰 Compensation & Benefits
Salary Range: AU$120,000 - AU$150,000 per annum (Based on experience and industry standards for a Brand Manager role in Sydney)
Benefits:
- Competitive benefits package
- Opportunities for professional development and career growth
- Flexible working arrangements
Working Hours: Full-time, Monday to Friday, with some flexibility for project demands
ASSUMPTION: The salary range is an estimate based on industry standards for a Brand Manager role in Sydney, Australia. The actual salary may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Lion is a global beverage company with a portfolio that includes many market-leading names in beer, wine, spirits, seltzer & non-alcoholic drinks. The company operates in Australia, New Zealand, and the United States.
Company Size: Lion employs over 4,000 diverse and talented people across its operations, making it a mid-sized company with a wide range of career paths.
Founded: Lion was founded in 2019, following the demerger of Foster's Group.
Company Description:
- Lion is a global beverage company with a portfolio that includes many market-leading names in beer, wine, spirits, seltzer & non-alcoholic drinks.
- The company employs over 4,000 diverse and talented people across Australia, New Zealand, and the United States.
- Lion does everything from “land to hand,” including manufacturing, distribution, sales, and marketing of its products.
Company Specialties:
- Beer
- Cider
- Non-alcoholic adult beverages
- Craft beer
- Wine
- Spirits
- Coffee
- Kombucha
- Brewing
- and Hospitality
Company Website: lionco.com
ASSUMPTION: Lion's LinkedIn page provides a comprehensive overview of the company's operations, products, and culture.
📊 Role Analysis
Career Level: This role is at the mid-level management stage, with opportunities for growth and progression within the company.
Reporting Structure: The Brand Manager reports directly to the Marketing Manager and works closely with cross-functional teams, including Category, Connections, Insights, Shopper, and Agency Partners.
Work Arrangement: This is an on-site role, with some flexibility for project demands. The role may require occasional travel to support campaigns and projects.
Growth Opportunities:
- Progression to a Senior Brand Manager or Marketing Manager role within the company
- Expansion into new markets or product categories
- Development of leadership and management skills through mentoring and coaching opportunities
ASSUMPTION: The growth opportunities for this role are based on the company's size, structure, and history of promoting from within.
🌍 Location & Work Environment
Office Type: Lion's Sydney office is a modern, collaborative workspace with a focus on employee well-being and productivity.
Office Location(s): 68 York Street, Sydney, NSW 2000, AU
Geographic Context:
- Sydney is the largest city in Australia, with a population of over 5 million people
- The city is known for its vibrant culture, diverse communities, and beautiful harbor
- Sydney has a subtropical climate, with mild winters and warm summers
Work Schedule: The work schedule is typically Monday to Friday, with some flexibility for project demands. The role may require occasional overtime or weekend work to support campaigns and events.
ASSUMPTION: The work environment at Lion's Sydney office is collaborative, inclusive, and focused on employee well-being and development.
💼 Interview & Application Insights
Typical Process:
- Online application and resume screening
- Phone or video screen with the HR team
- In-depth interview with the hiring manager and relevant stakeholders
- Final interview with the Marketing Director or another senior leader
Key Assessment Areas:
- Brand management expertise and strategic thinking
- Data-driven decision-making and analytical skills
- Collaboration and stakeholder management
- Commercial acumen and strategic planning
Application Tips:
- Tailor your resume and cover letter to highlight your brand management experience and relevant skills
- Prepare examples of your brand strategy, planning, and campaign execution experience
- Research Lion's products, competitors, and market trends to demonstrate your industry knowledge
ATS Keywords: Brand Management, Campaign Execution, Data-Driven Thinking, Collaboration, Commercial Acumen, Strategic Planning, FMCG, Liquor Industry
ASSUMPTION: The application process for this role is typical for a mid-level management position in the FMCG industry, with a focus on assessing the candidate's brand management expertise and strategic thinking.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Google Workspace (Gmail, Google Drive, Google Docs)
- Brand management and campaign planning tools (e.g., Brand24, Hootsuite, Trello)
- Data analysis and visualization tools (e.g., Tableau, Power BI)
ASSUMPTION: The tools and technologies required for this role are standard for a brand management position in the FMCG industry.
👔 Cultural Fit Considerations
Company Values:
- Making the moment mean more
- Doing the right thing
- Being brave
- Working together
- Never settling
Work Style:
- Collaborative and inclusive
- Focused on employee well-being and development
- Agile and adaptable, with a focus on innovation and continuous improvement
Self-Assessment Questions:
- Do you align with Lion's company values, particularly "Making the moment mean more" and "Being brave"?
- Are you comfortable working in a collaborative, inclusive environment with a focus on employee well-being and development?
- Do you have a proactive, can-do attitude and a willingness to take on challenging projects?
ASSUMPTION: Lion's company values and work style are well-defined and consistently communicated throughout the organization.
⚠️ Potential Challenges
- The role requires managing and forecasting brand budgets, which may involve tight deadlines and financial constraints
- The role involves collaborating with various internal and external stakeholders, which may require strong communication and project management skills
- The role may require occasional travel to support campaigns and projects, which may impact work-life balance
- The role is based in Sydney, which may have higher cost of living and competitive job market compared to other cities in Australia
ASSUMPTION: The potential challenges for this role are based on the job description, industry trends, and common challenges faced by brand managers in the FMCG industry.
📈 Similar Roles Comparison
- Compared to other brand manager roles in the FMCG industry, this role has a stronger focus on campaign execution and stakeholder management
- The role is in the liquor industry, which has unique marketing and regulatory considerations compared to other FMCG categories
- The role offers opportunities for growth and progression within the company, with a clear career path to senior brand manager or marketing manager roles
ASSUMPTION: The comparison points for this role are based on industry trends, job market data, and common career paths for brand managers in the FMCG industry.
📝 Sample Projects
- Developing and executing a comprehensive brand strategy for a new product launch in the Tooheys portfolio
- Managing a cross-functional team to deliver a high-profile campaign for an existing Tooheys product, with a focus on driving brand awareness and sales
- Conducting a brand performance review and developing data-driven recommendations to support short-term and long-term brand goals
ASSUMPTION: The sample projects for this role are based on the key responsibilities and required qualifications listed in the job description.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics for this role, and how it collaborates with other departments within Lion?
- How does Lion support the professional development and career growth of its brand managers?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does Lion measure the success of its brand managers, and what are the key performance indicators (KPIs) for this role?
- What are the biggest challenges facing the Tooheys brand, and how can this role contribute to driving brand growth and market share?
ASSUMPTION: The key questions to ask during the interview are based on the job description, company information, and industry trends, with a focus on understanding the role's dynamics, expectations, and opportunities for growth.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your brand management experience and relevant skills
- Prepare examples of your brand strategy, planning, and campaign execution experience
- Research Lion's products, competitors, and market trends to demonstrate your industry knowledge
- Follow up with the HR team one week after submitting your application to confirm receipt and inquire about next steps
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
