Apply with Registration »

Director of Asahi Super Dry & Portfolio Brands

City:  Woking
Department:  Marketing
Type of contract:  Permanent - Full-Time


Asahi UK (AUK), part of Asahi Europe & International Ltd, aims to enrich consumer experiences through innovation, high-quality service and an exceptional portfolio of premium beer, ale and cider brands including, Peroni Nastro Azzurro, Asahi Super Dry, Meantime, Fuller’s London Pride and Cornish Orchards. Our aim is to be the leading super premium beer business in the UK, through a brand mix that creates a compelling proposition. At AUK we operate as an end to end business unit responsible for sales, marketing, customer operations, production, supply chain and wholesale operations in the UK & Ireland. For further information, visit


Asahi Europe & International is a subsidiary of Asahi Group Holdings Ltd, a global beverage and food company listed on the Tokyo Stock Exchange, Japan. Employing > 12,000 people, Asahi Europe & International is the custodian for leading super premium lager brands Peroni Nastro Azzurro, Grolsch, Asahi Super Dry, plus international Czech lager brands, Pilsner Urquell and Kozel. The business has world-class brewing and production facilities in 8 markets – UK, NL, ITL, PL, CZ, SK, HU, RO. In most of these markets, we are the leading brewer with full portfolio of famous brands. Commercial operations in other parts of Europe, USA, Canada, LatAm, Africa and Asia are served through our global distribution network. With state-of-the-art facilities, some of the best brewers in the world, quality ingredients, and a culture based on innovation and collaboration, Asahi offers the best quality of beer to beer lovers worldwide. More information can be found at


Director of ASD & Portfolio Brands


The role of the Director of ASD & Portfolio Brands will be to provide brand and commercial leadership for Asahi Super Dry and our Local brands in the UK & Ireland. In doing so, provide clear direction and optimisation of resources within the brand team to ensure short and long term business delivery. This role also covers our Retail team as well as ‘Portfolio’ Brands (Pilsner Urquel, Grolsch, Polish) where needed.


The Director of ASD & Local Brands drives the brand portfolio in the local market, leveraging the Asahi Europe and International category vision, portfolio strategy and brand briefs. Given the breadth of portfolio there are different elements needed within the role:


  1. For ASD, working hand in hand with the Global Brand Team to develop strategies and creative concepts that build and deliver a relevant proposition for the UK & Ireland. The incumbent leverages the regional and global activation and marketing platforms, looking to lead a team to implement brilliant local activation and touchpoint execution.
  2. For our Local Brands leading the articulation of the local brands’ strategies, being smart in the creation of plans that are locally relevant and able to cut through above their investment levels and ensuring that plans are commercially integrated and executed excellently. 
  3. Within Retail, support the Head of Retail to manage AUK’s two Brand Homes (Fuller’s Griffin Brewery in Chiswick and Cornish Orchards Cider Farm in Duloe) from brand experience, Sales & P&L perspectives.


The role is accountable for delivery of the integrated activation plan for their brands in order to deliver business objectives (key financial indicators: revenue, profit) and brand health objectives (power in the mind and market). 


The successful individual will be the marketing interface across senior stakeholders with a view to fostering exceptional working relationships. They will develop and lead a team of local marketers to be a high performing team.


Key Accountabilities


  • Active participation in developing the UK market portfolio and brands strategies for the 3 year plan and leads the implementation of this plan for their brands. 
  • Ensure local market alignment with Asahi Europe and International category and portfolio strategies; ensure communication of plan initiatives to key constituencies.
  • Partner and influence ASD Global Brand Team to deliver compelling, relevant and distinctive creative platforms and executions. 
  • Own the brand positioning and strategy for Local brands and deliver differentiated, cost effective and executable programs that make a difference in market.
  • Owning and developing the Integrated Activity Plan, localising global activation platforms and activities, gaining buy in across the AUK business and successfully executing these at all touchpoints.
  • Managing (through Head of Retail) AUK’s two Brand Homes (Fuller’s Griffin Brewery in Chiswick and Cornish Orchards Cider Farm in Duloe) to ensure:
    • They showcase experiences for our Local Brands
    • The Retail team are a true extension of the Local Brands team across 1) Direct E-commerce 2) Brewery Tours/Beer Education 3) On site retail operations 
    •  The Retail P&L is managed effectively and set up for long term growth 
  • Champions the AEI FOCUS Marketing approach within the team, role modelling behaviours. This includes a consumer first, insights-led approach across all activities.
  • Sets clear targets and KPIs, ensures effective control of marketing results. Takes corrective action when necessary and promotes a positive learning culture within team and department.
  • Develop, maintain and consistently communicate compelling brand assessment processes and manage and maintain sound financial and budgetary policy.
  • Establishes strong relationships with key internal & external stakeholders both proactively and reactively including with industry influencers and key strategic partners.
  • Develops and cultivates highly motivated and positively energised brand teams capable of delivering outstanding results.


Experience Required


  • Higher Education (University level).  Marketing qualification desirable.
  • Strong brand marketing track record, leading the in-market growth and development of a global and local brands portfolio in matrixed multi-national organisations.
  • Deep understanding of the super-premium / premium category (preferably in drinks or similar industries).
  • Proven skills in creating iconic brands and a track record of driving a brand proposition throughout an organisation.
  • Operational experience critical, balanced with strong strategic capability.
  • Track record of managing a brand, budgets and resources in a fast-moving environment to achieve required plans, and results. 
  • Strong track record of career development for team members
  • Proven ability to engage and influence senior stakeholder within the organization and to play a key role in decision making processes.


Key Attributes of the Successful Person


  • A strong manager who embodies the modern Marketer – a scientist and creative
  • Strong commercial expertise with deep understanding of how to successfully manage local and global brands in market
  • Straightforward thinker and talker to engage within a multicultural organisation
  • Strong verbal and written communication skills; an engaging and dynamic personality 
  • Proven agency management skills
  • Enjoys working in teams and building relationships
  • Curious and passionate about personal development
  • A developer of people – someone who nurtures and develops talent



What We Offer


  • Car allowance
  • Private pension
  • Bonus 
  • Medical and Dental insurance
  • Life assurance


We are committed to nurturing a workplace where we celebrate and respect difference, and support everyone to be true to who they are! At Asahi Europe and International we believe you can SHINE AS YOU ARE - no matter your age, gender, ethnicity, sexual orientation, disabilities, religion, or beliefs.  We want to support you to be courageous in your individuality and to know that whoever you are and whatever your circumstances, you can belong with us without having to conform. 


Apply with Registration »