Vacancy: Senior Marketing Manager

About Luscombe

We are the country’s leading producer of organic soft drinks, juices, and mixers. All our drinks are made in small batches on a farm in Devon using the very best raw organic and wild ingredients, blended with Dartmoor spring water.

Our drinks are listed in the leading hotels, bars and restaurants across the UK including Ottolenghi, Nobu, Chewton Glen and The Newt, as well as being sold in the very best places, from Harrods and Selfridges to Riverford and Able & Cole. Our drinks have also been enjoyed by the Royal family at home, served at palace events and Buckingham Palace tea parties for many years now. In April 2021, we were awarded the Royal Warrant. and we were the first drinks brand to gain organic Soil Association accreditation. We have now won a total of 90 Great Taste awards by the Guild of Fine Food.

Over recent years, Luscombe has experienced exponential growth, leading us to export to over 15 countries around the world and produce over 7 million bottles per year. Despite this, as a family-owned business we remain faithful to our principles, making ever more innovative, natural drinks for increasingly discerning global consumers.

Base:               Luscombe HQ, Dean Court, Buckfastleigh, TQ13 0LT
Reporting to:   Joint Managing Director

Salary:              £40-£45k depending on experience

Main duties and responsibilities

As our Senior Marketing Manager, you will take the lead in delivering impactful, resourceful, and brand-appropriate marketing, sales and communication strategies for the company that will support business growth.

Main duties and responsibilities include:

Strategic Marketing Strategy

  • Lead the project to identify and profile our end user customer and gain a clear understanding of the different challenges and motivations of our various trade and end user customers
  • Create a framework for how to acquire new customers and promote the products to drive sales
  • Oversee the performance management and contractual service delivery of all agencies within the Luscombe roster

Brand Plan & Management

  • Oversee the delivery of the Luscombe Brand Plan with a focus on creating a consistent visual identity and effectively aligning this with the integrated programme calendar across both trade & consumer activity
  • Gain an all-round vision of the business objectives and different stages of the marketing plan enabling the company to build the best strategies across the business for execution
  • Guide future planning through the understanding of post analysis and learnings for all major activity

Trade & Retail Marketing

  • Inform the trade campaign strategy and create premium on brand trade marketing materials to fulfil the trade promotional plan
  • Work with the Sales Team to initiate ideas, plan and implement customer specific marketing materials and campaigns focussing on key periods throughout the year
  • Initiating ideas for and creating all our trade marketing materials including brand and product presentations and sales materials
  • Design and manage the implementation of a sampling programme to launch in 2023, to drive RoS and support listings with existing and new accounts
  • Work in partnership with the Head of Sales to define and manage the agreed budget for trade marketing
  • Design and manage production of all POS materials

Product Marketing

  • Play a key role in all NPD and EPD activity, contributing trend and insight work to the early development stage and overseeing roll out of all activity through to trade, press and consumer launch
  • Deliver support for new and existing products and sales-driving category programs
  • Lead all product marketing activity from packaging through to launch and promotional materials, ensuring all activity is on brand and of a very high standard
  • Work with key stakeholders to ensure effective and high-quality delivery of our NPD and EPD programme of marketing activity across the year
  • Managing all product marketing requirements including format and label changes
  • Managing production of all product materials for the Sales Team and for wider campaign activity

 Commercial

  • Prepare and effectively manage the annual marketing budget and maximise the commercial outcome
  • Approve transactions within approved budgets and authority limits
  • Play an active role in the Senior Management Team to effectively influence business decisions that impact customer / brand experience across all products by regularly sharing customer insights, research data, key product performance indicators and recommendations
  • Collaborate with other Senior Managers across the business to drive consistent and flawless brand experience delivery across all levels of the business
  • Lead communications / content plan across owned, earnt and bought channels and facilitate implementation of the digital strategy to deliver against main customer focused needs

Innovation

  • Understand the broader retail market, industry and customer trends to identify new opportunities and assess relevance for the product in each market
  • Act as a change advocate and supporting new programs and initiatives that impact the customer experience and business performance
  • Identify new business, process, and revenue opportunities; obtain buy in and implement
  • Lead and practice everyday innovation and thought leadership, identifying process improvement opportunities

 Adaptability

  • Demonstrate the ability to shift focus to effectively address new / unexpected situations or business needs and positively manage change
  • Gain support for initiatives, plans and campaigns by effectively managing and influencing internal stakeholders
  • Build strong relationships with key accounts, customers, industry influencers, and other stakeholders
  • Develop and leverage Public Relations opportunities, especially via local media relationships
  • Work effectively with agencies and suppliers to deliver quality results

Campaign Management

  • Overseeing the coordination, creation and management of marketing campaign whilst maintaining accurate records to ensure that campaigns remain on budget
  • Set KPIs for all campaign activity and monitor campaign delivery against these, feeding back any insights to inform future activity
  • Communicate with media owners, advertising agencies and other services to help marketing projects come to fruition

Content Creation + Brand Assets

  • Oversee outgoing content across all marketing channels. Lead the Content Agency to ensure all activity is on brand and on time
  • Lead the update of the content calendar and delivery of all content opportunities. Oversee visual presentation and tone of voice across all owned platforms
  • Lead the Content Agency to create and deliver our email marketing strategy in line with the approved Content Calendar
  • Work with the PR & Content Agencies to coordinate link building strategies
  • Manage all photoshoots to ensure a high levels of delivery

Events

  • Work with the Sales Team to identify a programme of trade events, wholesaler events and consumer tasting days, and overseeing the production and executive of the events is delivered on brand, on time and of a quality level that Luscombe brand deserves
  • Oversee the delivery of the Consumer Events programme

Measurement

  • Track all marketing and sales activity against agreed KPIs
  • Ensure that any learnings are feedback through the business to inform future activity

Industry Skills, Knowledge and Experience

  • Tertiary relevant degree
  • Agency experience preferred
  • Minimum 3 years’ experience in a marketing role (preferably FMCG, retail, consumer, or hospitality)
  • Highly self-motivated, loaded with common sense, resourceful, and confident working independently
  • Proactive, with the drive and determination to succeed while enjoying building things from scratch
  • Strong communicator, able to deliver a compelling message as well as have poise and gravitas in all dealings
  • Skills – communication, commercial acumen, brand management, customer experience/guest services, strategy, and analysis, digital and social, media and PR, event management, negotiating and influencing, stakeholder engagement, executive presence
  • Superior attention to detail and excellence in execution
  • Solid understanding of consumer behaviour, market trends and performance indicators
  • Proven leader and exceptional role model - able to manage and coach a team to its full potential
  • Entrepreneurial spirit, passion, and integrity
  • Demonstrates integrity, dependability, responsibility, accountability, self-awareness, work ethic, and compassion
  • To act and present yourself in a professional and courteous manner
  • The ability to create beautiful content would be a significant advantage

Working Relationships

  • Joint Managing Directors
  • Head of Sales
  • Technical Manager
  • NPD Manager
  • Sales Team

To Apply

Please email your CV and a cover letter to HR@luscombe.co.uk before 6 May 2022.