.jpg)
The Challenge
In late 2023, I was recruited as Assitant Brand Manager to lead the turnaround of Guinness Open Gate Brewery in Dublin. The brewery and taproom had been temporarily shut down following declining footfall, underperformance on commercial KPIs, and brand misattribution with the Guinness Storehouse. The brand lacked clarity in its identity, tone of voice, content strategy, and cultural relevance, and was not resonating with local audiences.
The Process
Over seven months, I led a full-scale rebrand and reopening strategy in close collaboration with internal stakeholders (Innovation, Commercial, Global Design, Content, and Operations) and external partners (creative, experiential, design, and PR agencies). My work spanned every major brand and marketing touchpoint:
Brand Strategy: I developed a new positioning, brand identity, and tone of voice built on stakeholder interviews and consumer insights. We repositioned the brewery as the Home of Experimentation at Guinness to reflect its unique beer innovation and cultural potential.
Content & Visual Identity: Partnered with Gramd and our Head of Content to overhaul our digital look and feel, directing a new brand photoshoot and setting clear creative guidelines to bring the brand’s vibrant, experimental spirit to life.
Owned & Digital Channels: Led a website redesign to reflect the new identity, and launched a refreshed social strategy that championed local voices, seasonal moments, and a test-and-learn content cadence.
Event Strategy: Developed a year-round cultural calendar that transformed the space into a venue for community-driven, inclusive, and sell-out experiences, from Afrobeats nights to collabs with George Motz and Ali Dunworth & Hephee.
Go-to-Market: Designed and launched an omnichannel reopening campaign in May 2024 across PR, experiential, social, paid media, and partnership channels. I also co-developed a B2C product in partnership with the Guinness Storehouse to drive sustained visitor growth.
Inclusion & Accessibility: Spearheaded our certification as Ireland’s first AsIAm-accredited brewery experience and introduced accessible programming to expand reach and community relevance.
Planning & Ops: Delivered a two-year strategic growth plan focused on brand-building, operational efficiency, and revenue diversification. Worked with brewers and operations to shape a smarter beer rotation and promotional strategy aligned to cultural tentpoles.
The Outcome
Successfully repositioned and relaunched Guinness Open Gate Brewery, transforming it into a culturally resonant, locally relevant brand home
Drove a significant increase in footfall and exceeded 2024 revenue targets within 6 months of reopening
Cut content production costs by 75% through agile partnerships with local creators and agencies
Delivered a 45% improvement in paid media efficiency and an 11% uplift in engagement through optimised digital strategy
Developed a new B2C product in collaboration with Guinness Storehouse to ensure steady post-launch visitor volume
Curated sell-out cultural events
Made Guinness Open Gate Brewery Ireland’s first AsIAm-certified brewery, launching inclusive programming to expand reach and accessibility
Set the long-term vision with a two-year strategic roadmap for growth across brand, operations, and experience design