Mark Anthony Brands

Mark Anthony Brands International (MABIUC) is a leading multinational alcohol beverage business, known for successful brands such as White Claw, Glendalough Whiskey & Gin, Bearface, Mike’s Hard Lemonade, and many more!

We develop and market a wide variety of alcohol brands ranging from premium spirits to Ready to Drink (RTDs) beverages. Sales of our U.S. focused brands total more than 85m cases per annum through our US affiliate Mark Anthony Brands Inc., the fastest growing major beer co. in the United States. Our Canadian affiliate Mark Anthony Wines & Spirits, Canada’s largest premium wine, beer and spirit distributor, offers a combination of our proprietary brands, as well as some of the leading international wine, spirit and beer brands. MABIUC is also in the process of developing new markets for our fast-growing brand portfolio, through a direct distribution model as well as indirectly through some of the world’s leading beverage marketing and distribution companies.

At MABIUC we hire passionate people because nothing great is done without passion. We trust those closest to the work to do what’s right, to act like an owner.

We are growing a lasting legacy, where people come first.


This role is based out of our Dublin Office. We love our office and the setting it provides for celebration and collaboration. But we also appreciate the opportunity to work remotely can energize you too, so we do offer flexible arrangements!

What you’ll do

As our new Director, Innovation New-To-World for our Global Innovation Team, you will be responsible for managing the development of our New-To-World (NTW) portfolio of brands, and you will be involved in the creation of a pipeline of concepts from insight to idea, liquid, design, brand worlds through to consumer validation. This role will also include developing our long-term category thinking and strategy, managing stakeholder relationships, overseeing product development and championing the category from within.

Additional key responsibilities include:
  • Deliver on the growth ambition for our existing portfolio of brands through creation of a pipeline of concepts from insight to idea to consumer validation and through to successful execution in market.
  • Work closely with Chief Innovation Officer to develop our long-term category thinking, strategy and 3 year pipeline.
  • Explore white space, identify early clues and trends within the category & culture and link to attractive value pools. Stay up to date on the latest flavor and liquid trends.
  • Develop concepts, test and learn, fine tune design and playbook for success across markets, platforms, SKU extensions.
  • Develop distinctive brand positioning and brand worlds for each concept.
  • Support the wider brands team on the development of the range architecture and innovation pipeline for our existing portfolio.
  • Act as a creative ambassador within Mark Anthony Brands with a strong pulse on cultural, consumer & industry trends.
  • Lead category development and strategy, ensuring alignment with market opportunities and consumer insights.
  • Collaborate closely with the commercial team to deliver integrated brand & commercial launch programmes for innovation brands each of our brands across on-premise, off-premise and e-commerce channels.
  • Develop beach head or “test market” programmes as appropriate to agreed KPIs.
  • Lead the development and execution of the pipeline, with a fine eye for design detail and story telling – bringing concepts to life with vision and inspiring the org to believe.
What you’ll bring
  • Bachelor’s Degree in Business, Commerce, Research, Marketing or related subjects.
  • 10-15 years’ direct management experience of product creation and development within the beverage industry.
  • Track record of demonstrating all the steps involved in bringing a brand from concept to full market commercialization at pace.
  • Experience in the beverage and/or FMCG category is a must.
  • Experience of building and leading high-performing teams.
Who you are
  • Global mindset; experience working across multiple geographies.
  • Drive growth & outcomes; activate complex work, enlist others effectively, anticipate and diffuse roadblocks. Move at pace.
  • Promote ideas & curiosity; adding to your expertise, effectively articulates change, offers ideas and solutions.
  • Actively care & develop; championing our culture, building high performance teams, cultivating trust.
  • Excellent communicator, compelling storyteller and fascinated by consumer behavior.
  • A deep understanding of the business landscape combined with an ability to adapt rapidly to new sectors and evolving company demands.
  • Have a positive, proactive ‘can do’ attitude and a ambitiously curious mindset to be best in your craft.

We thank all candidates for their curiosity about MABIUC and we will get in touch with those candidates that are under consideration. If you are contacted for an interview and require accommodation during the recruitment process, please contact your recruiter.


At MABIUC, we live by our 5 Core Values every day:
Sense of Urgency

Our business moves fast and so do we. We understand the power of now. We have relentless drive and believe if it can be done, we’re the ones who will do it first.


We need to stay real because our brands, our stories and our culture must remain genuine to thrive. When we have the best intentions for all, we create space to be our whole selves and do great things together.


Our lives are complicated enough. So why use 50 words when you can use 5? We thrive in ambiguity and change, but we also know how to translate our goals into simple explanations and actions.


Egos distract us. When we’re humble, we’re open to listen, take feedback and change direction quickly. We’re here for each other, and together we do great things.


We respect and rely on each other. Trust is the backbone of our relationships, and we work hard not to break it. This level of trust allows us to be all-in and take comfort in the support of our teams.


Mark Anthony Brands is an equal opportunity employer. We encourage applications from individuals of all backgrounds who are eligible to work in the Republic of Ireland.

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