Brand Homes Marketing & Communications Manager

Job title: Marketing & Communications Manager, Distillery Visitor Experiences, Ireland /UK 

Location: Jameson Distillery Bow St Dublin  

Reporting line: European Visitor Experiences Director 

Work type: On site 3 days per week 

Direct reports: 2 x Senior Brand Managers & Marketing Assistant 

Scope: Irish Visitor Experiences; Jameson Distillery Bow St & Midleton Distillery Experience.  

Scottish Visitor Experiences; The Glenlivet, Aberlour & Scapa 

Pernod Ricard’s Visitor Experiences in Ireland and Scotland are the heart and home of our iconic whisk(e)y brands. From Ireland's Jameson Distillery Bow St and our Midleton Distillery Experience, to The Glenlivet & Aberlour Distilleries in Scotland’s Speyside and Scapa in Orkney, each space brings heritage, craftsmanship, and conviviality to life. Our Ireland and UK Visitor Experiences celebrate the joy of gathering, inviting everyone to experience the warmth, stories, and spirit at the heart of our brands. 

About the role  

We are now hiring a Visitor Experiences Marketing & Communications Manager to lead marketing of our Visitor Experiences across Ireland and Scotland, reporting directly to our  European Visitor Experiences Director, and sitting on the Visitor Experiences Leadership Team in Jameson Distillery Bow St. This strategic role will guide a passionate, experienced team to shape the Visitor Experiences’ portfolio, strengthen global visibility & engagement, and align brand & business development efforts. You’ll blend tourism and brand marketing expertise to build and deploy impactful marketing strategies, leveraging digital & consumer behaviour insights to drive impact. With a focus on collaboration, creativity, and strategic leadership, you’ll help drive our Pernod Ricard ambition to be the Global Leader in Spirits Tourism. 

What’s involved? 

Brand Strategy & Positioning 

• Lead the development of Visitor Experiences’ European marketing and communications strategy, defining a compelling vision for Visitor Experiences growth strategy and elevating the portfolio’s equity. 

• Streamline and clarify the Visitor Experiences portfolio narrative, collaborating with each Brand Home to articulate their unique value proposition and empower local teams to activate it. 

• Ensure consistent, emotionally resonant storytelling across all physical and digital touchpoints, translating brand equity into standout, locally relevant guest experiences. 

Communications & Content 

• Build a cohesive omnichannel communications plan, spanning major visibility actions, including paid/owned/earned channels, PR & influencer programmes, media immersion trips, and conferences. 

• Oversee high-quality content creation across digital, PR, and on-site, aligned to global brand strategy, and grounded in insights-driven campaign rationale and visibility decisions. 

• Establish strong global comms capability, driving effective management of PR agencies, media partners, and internal teams. 

Visitor Marketing Journey 

• Drive and optimise the consumer/visitor journey - awareness, consideration, conversion/visitation - through targeted, insight-led campaigns rooted in destination marketing principles. 

• Lead CRM and loyalty initiatives to deepen guest relationships and foster repeat visits, bringing a strong understanding of travel behaviour, human motivation, and hospitality. 

Digital & Social Media 

• Elevate Visitor Experiences’ digital ecosystem by optimising websites, social platforms, SEO, and analytics, in partnership with brand and e-commerce teams. 

• Champion digital fluency—TikTok, AI, emerging social formats, and platform evolution—translating digital insights into actionable growth opportunities for Business Development and Marketing. 

• Support the ongoing transformation of the digital booking experience while understanding how tourism audiences navigate fragmented digital touchpoints. 

Insights & Performance Optimisation 

• Monitor performance metrics—including traffic, conversion, ROI, and brand equity—to refine strategies and maximise business impact. 

• Analyse visitor behaviour, market trends, and competitor activity to identify opportunities for innovation and differentiation. 

• Provide clear, insight-driven reporting and recommendations, while managing the consolidated marketing & comms A&P budget to ensure efficient investment and strong ROI 

Leadership  

• Lead, mentor, and inspire a high-performing Visitor Experiences marketing team, fostering professional growth and a collaborative culture. 

• Set clear objectives, monitor performance, and provide constructive feedback to ensure team accountability and success. 

• Empower local Brand Home teams Senior Brand Managers across Scottish/Irish sites) to take ownership of projects and drive results, delivering events, partnerships, and cultural activations autonomously. 

• Strengthen alignment between Business Development and Marketing, as well as fostering strong stakeholder management our brand teams and Centres of Excellence  (as required). 

Your background 

• Experienced as a strategic, marketing leader with a passion and understanding of both tourism/destination and brand marketing. 

• Skilled in content creation and delivering cohesive, multi-channel comms plans and campaign execution. 

• Expertise in digital & e-commerce, CRM, and loyalty program management. 

• Data-driven: able to analyse KPIs, visitor trends, and performance metrics to inform decisions and optimise performance. 

• Leadership capabilities: influencing, cross-functional collaboration, and guiding teams strategically. 

• Proven ability to build strong internal partnerships, especially within Pernod Ricard structures.