Brand Manager - Granville Island Brewing

September 2021 - October 2024

Long Range Plan Development

  • Support the development of a rolling three-year business plan as part of the Granville Island and Six Pints Specialty Beer Co ongoing long-range plan

  • Regular business reviews to determine the key levers to be applied to maximize the brands performance over the long term

Brand Positioning

  • On-going stewardship of a compelling portfolio architecture and brand positioning based on consumer insight and fact-based analysis

Visual Identity

  • Supporting the development and stewardship of the brands visual strategy to support an iconic 30+ year old identity

Innovation

  • Collaborate on concept development, strategy & positioning, visual identity, and core communication strategy in order to prepare innovations for launch

Go-to-Market Strategies

  • Develop core go-to-market strategies including: defining the core beer strategy, communications strategy, core activation pillars, digital strategy and revenue management strategy

People Management

  • Lead two marketing individuals (Assistant Brand Manager + Marketing Coordinator)

  • Provide on-going coaching, development support and setting a team vision

 

“Brendan is a fantastic addition to any team. He’s the kind of teammate who will jump into the deep end, roll up his sleeves, and add value the entire way. He has a knack for spotting creative magic and working closely with agency partners to take a creative concept right through until execution. He’s open minded and solutions oriented, and leverages his commercial understanding and relationship skills to find a way forward despite set backs or obstacles. Brendan can manage a significant amount of complexity with ease, particularly when it comes to project and campaign management. Culturally, Brendan brings his whole self to the office and engages genuinely and openly with his teammates. He’s quick to plan a team social and makes all those around him feel included.”

- Leslie Malcolm, Vice President Marketing, Molson Coors Canada

 

Assistant Brand Manger - Granville Island Brewing

December 2019 - Sept 2021

Granville 2021 Campaign Support

  • Lead agency media, PR, & creative briefs with bi-weekly agency roundtable meetings

  • Lead media/production budgets & phasing

Granville Activation & Community/Culture Lead

  • Lead activation strategy & campaign integration, as well as supporting media, PR, & earned strategies

  • Establish Activation calendar, budgets, & phasing, and establish & track clear performance indicators

Social/Digital Strategy Lead

  • Lead social and digital strategy & campaign integration

Special Project: Granville Taproom Series Strategy Lead

  • Lead internal and external Small batch communications, experience, branding, and media

 

“An empathetic teammate, passionate brand builder, and inquisitive problem solver – it’s been my pleasure to have worked alongside Brendan as a member of Molson Coors’ Six Pints business. Brendan’s scope initially centered around executing Granville Island Brewing’s activation & sampling platform, but evolved quickly into leading the brand’s complete activation strategy, and eventually leaning into communications planning. Brendan also championed several special projects, chiefly pioneering GIB’s home delivery service, while also establishing a CRM platform for the brewery – he received the Molson Coors Canada ‘Challenger of the Year’ award for the former. Accolades aside, Brendan operates day-in-day-out with a refreshing balance of confidence & humility. He’s aware of the special skills he retains, and the positive outcomes he’s delivered, but attacks each problem hungry, prepared, and focused on ‘best possible outcome’ – regardless of the role he’s been tasked to play. An easy individual to endorse, we are lucky as an organization to have Brendan, and from a personal perspective, it’s been a highlight of mine to watch Brendan grow and ascend through the organization.”

- James Hall, Brand Director, Heineken

 

Marketing & Sales Coordinator - Granville Island Brewing

September 2018 - December 2019

Marketing and Sales

  • Coordination of sampling and special event bookings (beer, food etc.), scheduling tasting companies

  • Take responsibility for sales reporting & sales team communication

Quality Control

  • Coordinate consumer product comments & feedback process, and maintain communication standards, as well as track & ensure make-good fulfillment

 

“Brendan is an extremely confident, detail-oriented, and trustworthy campaign manager and brand builder, who brings an energetic and positive attitude to any space he enters. He is intuitively people-first in everything he does and he pours his heart and soul into each project that he touches. Brendan’s understanding of market trends and using prior learnings to inform his next steps are what make him such an inspiring Marketer – he is willing to take calculated risks, learn from any shortcomings and to be constantly learning and holding himself to the highest of standards. I would be my pleasure to recommend Brendan as a Marketer in any community-building, brand equity building or project management capacities. What he brings to the team is a desire to win and perseverance that is unparalleled.”

- Marissa Mills, Brand Manager, Granville Island Brewing

 

Insights and Analytics Specialist - Lululemon

October 2017 - September 2018

  • In-store analysis of guest actions and experiences impacting store operations. North West American region

  • Monthly data reconciliation and qualitative outputs on guest experience in-store to influence ongoing case study

  • Report building and analysis on various area’s of the e-commerce business in North America

  • Data analysis on employee purchasing behaviours resulting in qualitative reports highlighting trending behaviour

  • QA support on the analysis of the returned product to spot trending product defects a head of time

Travel Researcher - Travelwise Ireland

July 2015 - July 2016

  • Creative and review writing to for travel guides of tourist destinations

  • Liaise with head office and partner offices worldwide

  • Ensuring a continuous positive brand image

  • Budgeting and expense reporting

  • Research on competing travel companies

  • Presentation of new travel opportunities to senior management

Marketing Intern - Finishing Services Ltd. /Hall Industrial Floor Preparation

July 2015 - July 2016

  • Organizing multiple ‘Kinsale Good Food Circle’ national culinary events

  • Coordination of all social media platforms and website content updates

  • Online lead generation and sales coordinator for Hall Industrial

  • Creation and management of an E-commerce website for Hall Industrial