AB InBev

External Communications Manager

Central London, England

At the heart of our dynamic global growth is a simple belief: nothing should come between incredibly talented people and an accelerated career.

That's why we dream big. Why we look to the future, not the past. Why we value talent over title. And why we hire people that can be better than ourselves.

At AB InBev you'll join a driven team that shares your desire to grow, your courage to challenge and commitment to act. In return, we'll reward your achievements.

The opportunity is here. Make it yours!

External Communications Manager

Purpose of the Job

  • To Promote and Protect the reputation of our business and brands through building relationships and ongoing engagement with the media and other external stakeholders and influencers

  • To promote and protect our corporate reputation - measurably improving perceptions among key audiences

  • To promote and protect the reputation of our consumer brands

  • To develop, lead and deliver our UK category and trade initiatives

  • To promote our Global Smart Drinking Goals and Global Sustainability Goals

  • To develop, lead and deliver our UK digital corporate communications strategy

  • To develop and deliver corporate narrative and profiling

  • To handle crisis management

  • To manage Institutional and Corporate Affairs budgets where applicable

  • To ensure effective representation of our company externally with media, industry and wider stakeholders where relevant

  • To work with the External Affairs Manager and Legal & Corporate Affairs Director on joint reputation initiatives

Main characteristics

  • Company spokesperson

  • Company representative at external meetings and industry fora

  • Develop and execute external communications strategies

  • Deputise for Legal and Corporate Affairs Director UK & Ireland

Business environment

Key contacts (internal & external)

  • Internal: Corporate Affairs, Marketing, Consumer Connections, Legal and Trade Marketing teams at UK and Zone Europe level

  • External: media and other external stakeholders within our industry and more broadly

  • Global: Global Communications, Global Corporate Affairs & Global Better World as well as key Marketing and Connections colleagues as appropriate

  • Zone Europe: VP Legal & Corporate Affairs

  • UK & Ireland: Peers across all Business Units, Management Committee

Principle accountabilities

Management of in-house press office and external agency partners

  • Output / end result

  • Protect and promote our business and brands

  • Build relationships with key external stakeholders, including national, trade, regional and vertical media

  • Support the business and Corporate Affairs team on promoting business and industry initiatives

  • Key responsibilities & activities

  • Management (and execution where needed) of press release creation and approval process

  • Creation and approval of communications materials as needed (Q&As, Key Messages, Holding Statements, etc.)

  • Manage PR and media monitoring agency; ensure effective execution of PR plans, media monitoring and evaluation

Lead on Corporate Affairs and Reputation initiatives to improve awareness and perception of our corporate brand in the UK , including leading Reputation Steerco and feeding into European and Global steering groups on reputation initiatives

  • Output / end result

  • Demonstrably boost awareness and perception of our corporate brand in the UK among key internal and external audiences

  • Key responsibilities & activities

  • Deliver communications strategies around key reputation drivers, including smart drinking (our Global Smart Drinking Goals and no-alcohol and low-alcohol portfolio), sustainability (including our Global Sustainability Goals and brand-led activations), category and industry expertise (including beer community, pubs, agriculture and retail) and employer brand

  • Lead UK Reputation Steerco to drive engagement and reputation-boosting activities across all functions of the business, feeding into European and Global Steercos on plans, progress and evaluation

  • Work with the External Affairs Manager and Legal & Corporate Affairs Director on wider stakeholder engagement and reputation activity

  • Media relations - proactive and reactive press enquiry handling

Working with the brand and trade marketing teams and their respective PR agencies, providing strategic guidance and work with these teams to develop and implement public relations strategy for brand marketing, trade marketing and customer-facing initiatives

  • Output / end result

  • Use PR to drive consumer and customer interest in and loyalty to our brands, integrating the 'earned media' discipline within our 360 activation approach in brand marketing, and fostering a 'trade first' strategy for customer and trade media communications.

  • Key responsibilities & activities

  • Develop and implement effective PR plans as part of the brand and trade marketing plans, identifying opportunities where PR can be especially effective in driving our shared objectives.

  • Work with the brand and trade marketing teams to manage external agency partners and execute PR plans

  • Ensure all PR, brand and trade plans are in line with Self-regulatory codes, ABInBev codes and policies and advertising and marketing legal requirements.

  • Provide robust evaluation of campaigns in line with target objectives as aligned with the brand marketing teams.

  • Train brand and trade marketing teams etc. on self-regulatory codes and policies, industry pledges and internal codes and policies relating to alcohol advertising and marketing.

  • Develop and deliver external contact plan, profile building for key business leaders, media training for designated spokespeople

  • Liaise with Self-regulatory bodies including Portman Group on code and advisory matters

  • Oversee preparation and writing of press releases, bylined articles, advertorials, Q&As, statements and other media-facing materials and manage approval process

  • Oversee stories to media

Issues and crisis management - understand industry developments and alert team to potential issues from in and outside the business

  • Output / end result

  • Protect our business and brands

  • Key responsibilities & activities

  • Proactive issue identification

  • Media monitoring

  • Issues monitoring

  • Liaison with external and internal stakeholders

  • Creation and implementation of crisis communications strategy and execution

  • Crisis co-ordinator

Building and developing Corporate narrative and profile through effective messaging and communication channels

  • Output / end result

  • Develop Corporate Narrative with effective implementation strategy in respect of key pillars (shared responsibility within CA team)

  • Key responsibilities & activities

  • Develop clear and compelling corporate narrative and messaging and Q&As

  • Lead development, execution and continuous improvement of social media strategy for UK

  • Manage and develop our corporate website

Projects and additional tasks

  • Output/end result

  • Project management and effective leadership on core tasks required by local, zone and global functions

  • Key responsibilities & activities

  • Follow latest trends and technologies on digital communications and implement them into our digital communications platforms where appropriate

  • Work with consumer helpline on responses to sensitive issues

  • Manage and track CA budget relating to core projects, signing off costs and approving POs

  • Media Monitoring

Qualifications, skills and experience required in the role


  • Bachelors degree or equivalent education and experience

Relevant experience

  • Substantial experience of day to day media relations, both proactive and reactive, covering corporate, brand, CSR, financial and crisis communications

  • Experience of developing and executing effective strategies and related execution plans for corporate, brand, CSR, financial and crisis communications

  • Management of in-house (ideally FMCG) press office and relationships with agency partners

Skills and behavioural competencies

  • Excellent oral and written communication skills

  • A team player who can build strong relationships both internally and externally and earn the confidence of senior stakeholders within the business

  • Strong analytical skills and attention to detail

  • Sound judgement with an ability to identify risks and opportunities and act, both independently and as part of a team

  • Proven ability to deliver digital campaigns with measurable results

  • Strong project management skills

  • Good commercial understanding

  • Experience acting as company spokesperson in sensitive and crisis situations

  • Effective influencer and adept at building relationships across functions and hierarchies

  • Credibility and confidence to interact with our local leadership team as well as Zone Europe and Global Corporate Affairs teams

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