Marketing Manager

Role Introduction:

Established in 1992, Applegreen is a leading convenience roadside retailer in the Republic of Ireland, the UK and the US in both large-scale Motorway Service Areas and Travel Plazas, as well as smaller petrol stations. The business has grown to over €4BN in annual revenue, operating 430 Motorway Service Plazas and forecourt sites internationally and employing over 17,000 people.

Applegreen is in a rapid growth phase, and to support this ambitious expansion, we are seeking to onboard a Marketing Manager, Braeburn Coffee who will lead brand marketing activity while also taking ownership of the customer experience agenda across the Braeburn estate. This role is part of the Brand Marketing team and reports to the Director of Braeburn Coffee. It is an exciting opportunity for the right candidate to shape compelling campaigns, strengthen brand performance, and ensure a consistently high-quality customer journey across all touchpoints. The successful candidate will be a confident, proactive individual who can integrate seamlessly into Applegreen and adopt a hands-on approach to their role.

Key Responsibilities: As Braeburn Coffee expands, responsibilities will evolve and change over time. The core responsibilities will include:

Marketing Strategy, Brand & Campaign Management

· Lead the delivery of Braeburn’s marketing strategy and campaigns, ensuring alignment with brand objectives and commercial priorities.

· Develop and execute integrated marketing campaigns from planning through to launch, review, and optimisation.

· Own campaign briefs and collaborate with creative, content, digital, and operational teams to deliver impactful activity.

· Oversee campaign execution across in-store, digital, and external channels, working with internal teams and agency partners.

· Organise, attend, and manage photoshoots and content creation to ensure high-quality brand assets.

· Manage packaging, point-of-sale materials, crockery design, and approvals for new site openings and refreshes.

· Support PR activity, media planning, local marketing initiatives, and Out-of-Home advertising where required.

· Manage relevant sponsorships, partnerships, and promotional opportunities that build awareness and brand equity.

· Provide direct line management, coaching, and development support to a Brand Manager, ensuring strong delivery and capability building across the function.

Customer Experience Management

· Own and develop the Braeburn customer experience strategy, ensuring a consistent and high-quality journey across all customer touchpoints.

· Work closely with operations and retail teams to identify opportunities to enhance service, in-store experience, and brand standards.

· Review customer feedback, insight, and performance data to identify trends and implement improvement plans.

· Champion customer-centric thinking across marketing initiatives, launches, and brand communications.

· Support the development of customer experience standards, training materials, and initiatives that drive satisfaction, loyalty, and repeat purchase.

Digital Landscape & Paid Media

· Oversee Braeburn’s digital presence, including website updates and in-store digital assets.

· Plan and execute paid digital advertising across social, search, and video.

· Optimise search engine marketing strategies in collaboration with the Social & Digital Comms Exec.

Strategy & Market Insights

· Develop and maintain key strategic initiatives, including brand, marketing, and social media strategies.

· Conduct market research, competitor analysis, and trend forecasting.

· Analyse post-campaign performance to assess KPIs and ROI.

Brand Identity & Merchandise

· Manage branded merchandise development to enhance brand presence.

· Oversee the Brand Bible to ensure consistency across all brand touchpoints.

· Support new product development (NPD) to drive category innovation.

Budget management

· Manage and allocate the marketing and brand budget, ensuring cost-effective execution of campaigns and initiatives.

· Track spending, optimize budget allocation, and report on financial performance to maximize ROI.

The Candidate should have the following:

Qualifications, experience & skills

· Minimum 3–5 years’ experience in marketing, brand management, or a related commercial role.

· Proven experience delivering integrated marketing campaigns in a fast-paced retail, hospitality, or FMCG environment.

· Experience in customer experience, brand standards, or service improvement initiatives is highly desirable.

· Previous experience managing or mentoring direct reports, with the ability to coach and develop team members effectively.

· Strong analytical skills with the ability to interpret campaign and customer data to inform decisions.

· High proficiency in Microsoft Office (Excel, PowerPoint, Word).

· A marketing, business, or related degree preferred.

· Experience managing agencies, stakeholders, and cross-functional projects is an advantage.

Additional key skills & attributes:

· A dynamic individual who adapts well to change and thrives in a rapidly growing organisation.

· Strong commercial awareness with the ability to balance brand ambition and customer needs.

· Highly organised with the ability to manage multiple priorities and deliver high-quality work to tight deadlines.

· A customer-first mindset with a passion for delivering excellent brand and service experiences.

· Strong execution skills with attention to detail and the ability to turn insight into action.

· A proactive, self-starter attitude with strong problem-solving and decision-making skills.

· Excellent interpersonal and stakeholder management skills, with the ability to engage and influence at all levels.

· A collaborative team player who is resilient and remains calm under pressure.

· Willing to travel ad hoc as required.