Brand & Category Manager

About Keelings Keelings is a 100% Irish-owned family business passionate about fresh produce. Operating across Ireland, the UK, and Europe, we grow, source, and supply top-quality fruit and vegetables. Our success is built on innovation, sustainability, and strong partnerships — powered by our dedicated people. Role Overview We are hiring for a Brand & Category Manager to join our team on site in St. Margarets. As a Brand & Category Manager, you will be responsible for leading the growth and development of the Keelings brand and priority categories within Retail through best-in-class brand and category management. Own and optimise the retail marketing mix to drive sustainable volume, value, and profitability. Act as the internal brand and category lead, translating consumer, shopper, and customer insights into aligned, retail-focused growth strategies and execution across all functions. Key Responsibilities

• To lead the growth and development of the Keelings brand and priority categories within the Retail business through best-in-class brand and category management.
• To own and optimise the retail marketing mix (Product, Price, Promotion, and Place) to drive sustainable volume, value, and profitability growth.
• To act as the internal brand and category lead for Retail, ensuring a consistent, consumer-led approach across Sales, Marketing, Insights, Operations, Technical, and Supply Chain.
• To translate consumer, shopper, and customer insight into clear retail-focused growth strategies and execution plans.

Product

• Own the Keelings retail brand and category strategy, including range architecture, innovation pipeline, renovation, and lifecycle management.
• Identify retail growth opportunities through innovation, line extensions, and optimisation of existing ranges, aligned with consumer needs and operational capability. Work closely with Technical, Farms, and Operations teams to ensure product quality, availability, and brand standards are consistently delivered in retail.

Price

• Develop and manage retail pricing strategies by product and category to maximise value, competitiveness, and profitability.
• Support National Account Managers with clear pricing logic, recommendations, and scenario analysis.
• Monitor retail market pricing, competitor activity, and cost drivers, feeding insights into pricing and margin decisions.

Promotion

• Define the retail promotional strategy for the Keelings brand, ensuring activity is effective, on-brand, and delivers incremental growth.
• Work closely with National Account Managers and the Insights team to shape promotional mechanics, calendars, and post-promo evaluation.
• Embed a test-and-learn approach to promotions, ensuring continuous improvement.

Place

• Lead brand and category development across retail channels, focusing on optimal distribution, ranging, shelf presence, and execution.
• Support customer-facing teams with compelling category stories, sell-in materials, and data-driven recommendations.
• Ensure brand consistency and excellence of execution across all retail customer touchpoints.

General

• Develop and own 3-year retail brand and category growth plans, aligned to the Retail commercial strategy.
• Track and report performance versus plan, identifying risks, opportunities, and corrective actions.
• Use data and insight (e.g. Kantar, Nielsen, internal data, shopper insight) to inform strategy and execution.
• Act as the internal voice of the retail consumer and category, sharing insight, trends, and best practice across the business.
• Support the development of strong internal and external brand narratives for the Retail business.

What You’ll Need

• Strong consumer- and shopper-led mindset with a clear understanding of retail category growth drivers.
• Highly commercial, with the ability to balance brand building and short-term retail delivery.
• Excellent communication and influencing skills, capable of working cross-functionally without direct authority.
• Analytical and insight-driven, with the ability to translate data into clear, actionable retail plans.
• Highly organised, proactive, and comfortable managing multiple priorities.
• High integrity, professionalism, and attention to detail.

Essential

• Proven experience in brand management, category management, or a related commercial/marketing role within FMCG Retail.
• Strong understanding of the 4 Ps (Product, Price, Promotion, Place) in a retail environment.
• Experience working cross-functionally with sales, insights, and operational teams.
• Demonstrated ability to use consumer, shopper, and market insight to inform retail strategy.

Preferable

• Experience within Fresh Produce or food FMCG.
• Previous experience using Nielsen, Kantar, or equivalent category and shopper data tools.
• Experience supporting retail innovation development and launch.

Education & Qualifications

• A relevant business, marketing, or commercial third-level degree
• Strong IT skills, including Microsoft Office and data analysis tools

Benefits

• Staff discount at Keelings Farm Shop and subsidized canteen
• Free On-site parking with access to electric chargers
• Wellness Initiatives such as wellness week

Keelings Values People Matter Teamwork Integrity Passion for Achievement Inclusion & Diversity Statement In Keelings we value all perspectives and knowledge that our colleagues bring to our business. We are committed to forming a diverse and inclusive team where all can share their unique experiences and perspectives. We welcome applications from all cultures and backgrounds and are dedicated to forming an environment of inclusiveness and diversity where all can thoroughly feel a sense of belonging. Reasonable Accommodation Statement If you require reasonable accommodation during the recruitment process, please let us know at recruitment_keelings@keelings.com Recruitment Process

• CV Submission & email acknowledgment of receipt
• Phone Screening
• 1st Interview
• 2nd Interview
• Outcome & Feedback

Keelings Careers - https://www.keelings.com/careers-keelings/ Keelings Strategy & Values – https://www.keelings.com/our-people/