Channel Marketing Manager

Channel Marketing Manager

Guinness Storehouse, Dublin

Full Time, Permanent

Overview

Located in the heart of St. James's Gate Brewery, the Guinness Storehouse is recognised as the world’s leading tourist attraction welcoming millions of visitors every year.
Since our launch in 2000, we've been on an incredible journey of growth and innovation. From our 360-degree panoramic Gravity Bar to our award-winning flagship store and the fascinating Guinness Archive, every corner is filled with immersive, sensorial guest experiences that tell our rich story.
In our inclusive culture, where we value each other and celebrate different perspectives, you'll be supported to thrive and recognized for your unique contributions, as we unlock a brighter, more exciting future together.
If this resonates with you, come join us at the Home of Guinness.

About the Function

Our Marketing team are creators, helping to build and nurture some of the world’s most loved brands. We craft amazing connections with people around the world to celebrate our brands’ legacies and reimagine them for the world today, and into the future.

Everything we do is underpinned by a deep understanding of our consumers, behaviours, trends, and technologies. Using our genius and creativity, we unlock our brands’ uniqueness, understand their purpose, and put them at the heart of celebrations everywhere. Together, we’re celebrating diversity and challenging stereotypes through our advertising and marketing. Wherever your talents lie, from Design to Consumer Planning, you’ll be celebrated and supported in our inclusive culture.

About the role

This is a pivotal role within Irish Brand Homes, responsible for leading the strategy, execution and performance of all owned digital channels across Guinness Storehouse and the wider IBH ecosystem.

This role owns the end-to-end customer communication and online experience across CRM, website and app, driving ticket sales, revenue growth, engagement and long-term brand equity. It ensures that every customer interaction from first touch to repeat engagement is optimised, measurable and commercially effective.

The Channel Marketing Manager will lead a high performing team and work cross functionally with Brand, Commercial, Media, Product, B2B and European Data teams to deliver a connected, data led and optimised digital commerce.

This role requires a commercially sharp, performance driven digital expert who can turn data into action, challenge the status quo and continuously improve how we drive growth across digital channels.

Key Responsibilities

CRM & Lifecycle Strategy

Own and lead the CRM and lifecycle marketing strategy across acquisition, conversion, retention and repeat engagement.

• Develop and scale automated journeys, segmentation strategies and personalisation frameworks to maximise customer lifetime value.

• Lead campaign delivery across email, push, and in-app communications, ensuring best practice QA, testing and optimisation.

• Establish a structured A/B testing roadmap across lifecycle journeys to continuously improve performance.

• Own CRM performance reporting, translating insights into clear commercial actions.

• Drive growth of first party data and engagement across the IBH ecosystem.

Owned Channel Performance

• Own performance across all owned channels including CRM, website journeys, app and campaign landing pages.

• Lead digital merchandising strategy across key experiences (tickets, upsells, events, bundles) to maximise conversion and revenue.

• Apply CRO, SEO and journey optimisation best practices to improve commercial performance.

• Translate behavioral, GA4 and product analytics into actionable improvements across the funnel.

• Challenge and evolve current approaches through A/B testing, journey analysis and continuous optimisation.

• Ensure owned channels are fully optimised to convert demand generated through paid media.

Website & Digital Experience Leadership

• Co-own the Guinness Storehouse website and app experience in partnership with Digital Performance Manager.

• Define requirements for enhancements, landing pages and campaign integrations to drive commercial outcomes.

• Act as a key stakeholder in the digital product roadmap, ensuring owned channel priorities are represented.

• Ensure seamless integration between CRM, website and app journeys to deliver a connected D2C experience.

• Lead on improving core funnel performance, particularly across booking and ticketing journeys.

Content, Campaign Integration & Trading Alignment

• Lead owned channel planning aligned to brand campaigns, commercial priorities and cultural moments.

• Ensure CRM, website and app are fully integrated into campaign planning from briefing stage.

• Partner with Media and Brand teams to ensure alignment across all channels.

• Work closely with Commercial and Trading teams to ensure digital activity supports forecasting, pacing and revenue targets.

• Ensure landing pages and customer journeys are optimised for campaign performance and conversion.

Customer Communications & Base Management

• Own the strategy and execution of customer communications across the base, including email, and push.

• Drive relevance, personalisation and timing of communications to increase engagement and repeat visitation.

• Develop scalable communication frameworks that can be deployed across IBH and future Brand Homes.

• Continuously refine campaign prioritisation and delivery processes to maximise impact.

Leadership & Stakeholder Management

• Lead and develop a high performing team responsible for CRM, owned channel execution and performance.

• Partner closely with Brand, Commercial, Media, Product, Visitor Experience and agency teams.

• Influence senior stakeholders across IBH and global teams, balancing multiple priorities and driving alignment.

• Lead agency relationships across CRM, analytics, SEO and optimisation.

Innovation and Continuous Improvement

• Identify automation opportunities to improve efficiency, personalisation and performance.

• Continuously evolve ways of working across campaign delivery, reporting and optimisation.

• Bring external best practice into IBH, ensuring we remain at the forefront of digital commerce and customer engagement.

Experience & Capabilities

• Proven experience in a CRM, lifecycle or digital marketing leadership role.

• Demonstrated track record of driving commercial growth through owned channels.

• Deep understanding of CRM platforms (e.g. Salesforce, Adobe, Braze), CMS and analytics tools.

• Strong experience in digital commerce, CRO and customer journey optimisation.

• Ability to turn insight into action.

• Strong stakeholder management experience across senior and cross functional teams.

• Experience working in complex, fast paced, multi stakeholder environments.

• Strong project management and prioritisation capabilities.

What We’re Looking For

• 5+ years working across CRM, Website Strategy and Digital Channels.

• Commercially driven and performance obsessed.

• Customer first and deeply data led.

• Comfortable operating at pace and dealing with ambiguity.

• Strong communicator who can influence at all levels.

• Someone who challenges, improves and raises standards continuously.

• Passionate about building a best-in-class D2C ecosystem within Diageo.

 Working with Us

Flexibility is key to success in our business and many of our people work flexibly in many different ways, including part-time, compressed hours, flexible location. Please talk to us about what flexibility means to you and don’t let anything stop you from applying. We offer a highly competitive rewards and benefits package including contemporary work life balance policies and wellbeing activities.

• Annual merit increases (performance based)

• Annual bonus (performance based)

• Contributary pension scheme

• Share options

Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and listened to, is a crucial part of this.
We believe the most diverse and inclusive culture makes for a better business and a better world.
We know that for our business to thrive and for Diageo to realise its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the countries in which we operate and to reflect our broad consumer base.
Around the world we have a number of inclusive Business and Employee Resource Groups known as BRGs and ERGs. These influential groups, made up of our people, represent various viewpoints, experiences and communities who generate thought-provoking work to enhance our business and workplace, creating a sense of belonging and opportunities for all. 
Join us, and you'll be part of an organisation that embraces diversity in the broadest possible sense. This means that you'll be welcomed and celebrated for who you are just by being you. You'll be part of — and help build — an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more. And you'll help us champion inclusion and diversity across our entire business: with our employees, our suppliers, across our brands, and within the communities in which we operate.
Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. To achieve this, we need the world’s very best people. We're looking for people with curiosity, creativity, boldness and a sense of purpose to take Diageo and our timeless, pioneering brands to the next level.
Feel inspired? Then this may be the opportunity for you.