Global Director Of Brand Strategy & Comms – White Claw

Lead the global brand strategy and communications for White Claw, grounded in consumer insight and built with a clear understanding of how it will be activated in market to drive commercial performance. This role defines what the brand stands for, leads the global agency roster to deliver breakthrough creative, builds and protects brand reputation and equity, and unites communications across markets and channels to accelerate sustainable brand growth.

Accountabilities:

• Set the global brand positioning, architecture and comms strategy for White Claw, grounded in consumer and category insight
• Build brand strategy with a clear line of sight to in market activation, partnering with market teams to drive commercial performance
• Build integrated brand platforms across PR, earned media, social, creators, partnerships, experiences and brand activity
• Deliver actionable brand, comms and activation toolkits to be implemented globally
• Lead agency partners, communications governance, issues preparedness and reputation response
• Build and lead a high performing global brand and communications team with clear outputs, priorities and standards
• Develop and implement our brand purpose ecosystem globally, driving consistency at the point of activation.

Key Metrics & Financial Targets:

• Annual brand, comms and activation toolkits delivered on time and in full;
• Improve global brand health and equity scores in priority markets
• Grow earned reach, share of voice, message pull through and local cultural relevance
• Demonstrate brand strategy contribution to commercial performance, supporting top and bottom-line growth globally.

Own:

• Global brand strategy and positioning
• Global communications strategy
• Brand narrative and reputation framework
• Earned first platforms
• Agency ecosystem
• Communications standards, measurement and team performance
• Talent partnerships

Influence:

• Annual marketing priorities
• Market activation plans
• Innovation and launch storytelling

Veto: Communications or market activation that create material brand or reputational risk, conflict with the approved global positioning and narrative, or do not meet agreed quality and governance standards.

Critical Relationships:

• VP Marketing, White Claw
• Global brand and marketing leadership
• Market leads
• Commercial, Finance, Insights and Innovation leads
• Global Specialist team and external agency partners

Skills Needed to be Successful:

• 12+ years’ experience driving large scale global marketing programs
• Proven experience building global brand positioning and strategy, grounded in consumer insight
• Strong commercial understanding of how brand strategy is executed in market to drive growth
• Senior global communications leadership and strong reputation judgement
• Executive influence, measurement discipline and budget ownership
• Direct experience of leading and developing high performing teams
• Creativity, resilience, pace and an owner mindset
• Experience supporting global brands with a strong focus on the U.S. market is highly desirable.

What You Will Learn in this Role:

• How to steward a category leading global brand.
• How brand strategy and communications shape reputation, culture and commercial growth at scale.
• How to build repeatable global platforms while enabling strong local activation.
• How to lead through ambiguity in a fast-moving global business.

At Mark Anthony, we exist to Unearth the Extraordinary:

Our Purpose is not just a statement; it is a call to action that binds us together and ignites our passion for making a difference. It is the driving force behind why we do what we do every single day, connecting our global organization across all business units, roles, and locations. We are:

Best in Our Craft

We set the standard with a pursuit of excellence that can be found in everything from our products and processes to our plants and people.​

Ambitiously Curious

We stay curious, dreaming big and navigating the unknown with an enduring belief in better.​​

Made With Humility

We bring humility, authenticity, fun, and support to every collaboration and celebrate wins as a team.

Daringly Disruptive

We disrupt the status quo, moving fast to seize opportunities and acting scrappy ​to stay ahead of industry giants.​

Mark Anthony Brands is an equal opportunity employer. We encourage applications from individuals of all backgrounds who are eligible to work in the Republic of Ireland.