Overview
Ornua is a dairy co-operative which sells dairy products on behalf of its Members, Ireland's dairy processors and Irish dairy farmers.
It is Ireland's largest exporter of Irish dairy products, exporting to 110 countries worldwide.
Headquartered in Dublin, it has annualised sales of over €2.3 billion and a global team of 2,850 employees.
Ornua operates from 10 business units worldwide, including 16 production facilities, and has sales and marketing teams working in-market across all four corners of the globe.
Ornua is structured across two key revenue streams: Ornua Foods and Ornua Ingredients.
Ornua Foods is responsible for the marketing and sales of Ornua's consumer brands including Kerrygold, Dubliner, Pilgrims Choice, Kerrygold Avantage, Forto, and BEO.
Markets are served by production facilities and in-market sales and marketing teams in Africa, Asia, Germany, Ireland, the UK, the rest of Europe, the Middle East, and the US.
From humble beginnings in ****, Kerrygold has grown to become Ireland's first and only billion euro food brand, with over 10 million packets of Kerrygold butter and cheese sold each week across the globe in over 70 markets.
In the US, Kerrygold butter is now the number two butter brand and Kerrygold Dubliner is the number one specialty cheese.
In Germany, a 250g block of Kerrygold butter is the fastest-selling food or drink item on supermarket shelves.
Now entering its 60th year, there is a new and exciting chapter ahead for the Kerrygold brand.
Pilgrims Choice
is the No2 Cheddar brand in the UK.
A £63m Brand with a bold ambition to get to £100m by ****.
Our mission is to inspire every food lover to live a life full of flavour.
We are the choice for the food lover, for those that deserve fully charged, mouthwatering, meal making flavour in every bite.
We are a brand that puts people at the heart of what we do, that's why our cheese is chosen by cheese lovers for cheese lovers
Role Mission
This role is key in developing and deploying much of how key Ornua brands show up across social and digital properties.
From providing market-appropriate nuance to global cascades making them fit-for-purpose and locally relevant, to co-developing and deploying content pillars and channel strategy, to activating a tone of voice through copywriting and community management, and giving recommendations on targeting and content placement, this channel expert leads on constantly innovating their brands' role through a social lens.
You will be part of market team and will lead on the development of market-originated content and activations as well as working with a community of social, digital and marketing experts across other key markets.
You must be able to have channel focus, but also think in an integrated manner considering the entire spectrum of the consumer journey.
You will be a voice at the table evangelising all aspects of social and digital content laddering up virtues of brand-building and business impact.
You will help grow the brand by connecting with consumers, fostering a fandom, driving meaningful engagement and working with a team of brand managers and their agency partners.
You will connect wider food trends, popular culture, audience behaviours with Ornua brands and products, linking your work across evergreen, campaign and ad hoc workstreams in an agile and flexible way.
What you will be doing in your role
You will be responsible for all output across all social platforms (Meta properties, TikTok, YouTube, and Pinterest presently – this will change and evolve as consumers do/strategy requires)
You will be editorialising your brand daily through the lens of popular culture and brand purpose to spot, sell and realise opportunities to lead or participate in reactive and zeitgeist conversations
Identify and build relationships with and manage influencers and ensure their content is on brand/appropriate, collaborating with the Brand Manger to ensure strategic alignment.
Including talent/influencer negotiations
Own the overall social content development for KG IRL and UK E2E, from planning to scheduling, budget management, and develop social content with our Global social agency
Working closely with the Brand Managers and Global social agency build and proactively manage positive social media community and spot opportunities for engagement and mitigate risks
Responsible for content calendar creation for IRL & UK that supports and extends marketing initiatives, both short- and long-term, determining which methods and channels will work for each sub-section of the target audience.
You will be representing the voice of the consumer, posting content and managing the daily operations of various social channels to drive equity and growth.
Answering consumer queries through inbound channels like social media, website question desk, and calls on a daily basis
Working with social tech stack, listening/analysis tools and/or native platforms
Ensuring all ideation is on-brand, consistent in terms of style, quality and tone of voice, and optimised for search and user experience for all channels of content.
Conducting on-going tests to gauge content effectiveness.
Working with data and analytics teams and make recommendations based on those results.
Reporting and analysis to understand what is and isn't working, apply learns to improve and understand all content / influencer/ social media overall effectiveness and impact against brand objectives.
Responsible for relationship management with our global social media agency with regard to IRL & UK, setting join challenging KPI's and holding them to account.
Additional working hours and travel to domestic or international locations, and internal events or meetings will be required
What skills will help you be successful
3-6 years experience in social media management and content development
Experience of managing social media to achieve brand objectives and within brand guardrails.
An ability to understand brand strategy and what it will take to make this work in a social media context
An understanding of publishing cycles and a working awareness of all major content channels
Previous FMCG/CPG brand or agency experience managing content channels with scale
Stakeholder management – articulate opportunities and learns to senior stakeholders in a clear, jargon-free and compelling manner as the social-first channel expert
A highly developed view of contemporary culture and understanding of the leading content platforms and channels
You must bring a digital-first creative flair and excellent written skills
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