Client: Strongbow Apple Ciders

Role: Brand Manager

Company: Agna Group - Tirana, Albania

As Brand Manager for Strongbow Apple Ciders, I led the introduction of the product and cider category to the Albanian market, combining brand strategy, marketing execution, and commercial partnership management under the oversight of Heineken. My work focused on building category awareness, educating the market, and driving sales in a newly emerging segment.

Key responsibilities and achievements:

• Brand strategy & planning: Defined and maintained a strong, consistent brand identity for Strongbow tailored to the Albanian market. Developed annual marketing plans to build awareness, drive sales, and strengthen market position, leveraging insights from market research, focus groups, and competitor analysis.

• Marketing execution & campaigns: Managed integrated campaigns across TV, social media, mass sampling, outdoor, radio, sponsorships, influencer collaborations, gifting, and point of sale materials. Adapted Heineken’s global Strongbow campaigns to ensure local cultural relevance.

• Sales & distribution: Educated and incentivized sales teams, encouraged distribution in retail and hospitality channels, and collaborated with commercial partners to drive product uptake and category adoption.

• Product & innovation support: Contributed to product launches and portfolio strategy, ensuring Strongbow’s positioning resonated with Albanian consumers’ preference for premium beverages.

• Stakeholder management & financial oversight: Coordinated with internal teams (sales, finance, supply chain) and external partners (agencies, production companies) to execute campaigns efficiently. Monitored brand performance, managed budgets, and reported insights and progress to Heineken management.

Through these initiatives, I successfully introduced Strongbow and the cider category to Albania, building awareness, engaging consumers, and establishing a foundation for long term market growth.