Head of Category & Channel Marketing & Innovation
Hybrid working
Tirlán
Tirlán, is a world-class food and nutrition co-operative, with a diverse portfolio of quality ingredients, leading consumer and agri brands.
Tirlán owns leading brands such as Avonmore, Kilmeaden Cheese, Millac, Solmiko, Truly Grass Fed, Premier Milk, Wexford, and GAIN Animal Nutrition.
We nurture a talented team across Ireland, the US, MEA and China, delivering annual revenues of over €3 billion, and over 2,300 people to manage our network of 11 processing plants and 52 agri branches. Our purpose is to nourish the world, while safeguarding our environment for future generations.
Role Profile
Reporting to the Director, Consumer Domestic, this is a key strategic leadership role within Tirlán. The Head of Category & Channel Marketing and Innovation is a results-driven marketing leader responsible for delivering volume, value, and profit growth across all channels. Leads the development and execution of insight-led strategies that drive category expansion, portfolio optimisation, and breakthrough innovation. Champions brand development and stewardship, ensuring consistent omni-channel execution and compelling consumer experiences across Retail, Online, Food Service, and Doorstep.
Builds and empowers high-performing teams, fosters a culture of accountability and agility, and embeds marketing frameworks that elevate execution. Optimises pricing and channel strategies through data-driven decision-making, while managing agency partnerships to deliver creative excellence and strong ROI. Collaborates cross-functionally to align on P&L performance and long-term brand value creation. Joint P&L responsibility with Head of Growth and Commercial Excellence.
Responsibilities
Strategic & Commercial Leadership
* Deliver volume, value, and profit targets within budget and against strategic objectives.
* Lead the development and execution of marketing strategies across all channels to deliver on ambitious growth targets.
* Collaborate closely with the Head of Growth & Commercial Excellence to align on P&L strategy, brand performance, and long-term value creation.
Brand Development & Stewardship
* Champion brand development as a strategic growth lever — shaping brand positioning, architecture, and equity across the portfolio.
* Ensure brilliant omni-channel execution and consistent brand stewardship across Retail, Online, Food Service, and Doorstep.
* Build and protect brand equity through compelling storytelling, distinctive assets, and consistent consumer experiences.
* Manage agency relationships to ensure strong ROI, creative excellence, and brand consistency.
Category & Innovation Leadership
* Drive category growth and development through insight-led strategy, portfolio optimisation, and innovation.
* Drive the innovation agenda — identifying, developing, and launching breakthrough products in partnership with R&D, aligned to brand strategy.
* Leverage data & insights to inform product, pricing, and channel strategies, ensuring alignment with brand and category goals.
Team & Capability Development
* Lead and develop a high-performing team of brand, category, and channel marketers.
* Foster a high-performance culture focused on accountability, agility, and continuous improvement.
* Deliver and implement marketing frameworks and tools to elevate execution and brand-building capability.
Core Competencies
* Strategic Agility
* Building Effective Teams
* Drive for Results
* Brand Stewardship
* Innovation Leadership
* Commercial acumen
* Influencing & collaborating
* Channel execution excellence
Requirements
* Senior leadership experience in category, brand, or channel marketing roles within FMCG, retail, or consumer-facing sectors.
* Proven track record of delivering sustained commercial growth through innovation, portfolio strategy, and channel development.
* Demonstrated success in leading high-performing teams, building capability, and fostering a culture of accountability and excellence.
* Strong experience in P&L ownership, commercial planning, and cross-functional leadership.
* Experience in managing agency ecosystems and delivering high-impact marketing campaigns with measurable ROI.
* Ability to operate at both strategic and executional levels, with a strong bias for action and results.
We offer
* Hybrid working (flex Fridays)
* Free parking incl. EV charging – where applicable
* On-site gym free to use for employees
* Parenting room
* Work/life balance and collaborative work culture
* Career progression opportunities
About us
Through our expertise in research and development, customer insights, food safety and state-of-the-art manufacturing we bring innovative food and nutrition solutions to a global market. Our new and vibrant headquarters in Kilkenny City operates as a collaboration hub where multi-functional teams come together in a hybrid work environment.
Commitment to Diversity & Inclusion
We believe in the value of difference. We know that different perspectives, life experience and backgrounds can drive innovation and deliver growth.
We welcome people from all walks of life without regard to race, colour, religion, sex, sexual orientation, gender perception or identity, national origin, age, marital status, or disability status.
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Tirlán is a Values Based Organisation