Job description
Requisition Id: 1152
Location: New York, NY, US, 10010
About Edrington
Edrington’s vision is to
give more by building the world’s leading portfolio of exceptional super premium spirits and we will do that by becoming the world’s leading super premium brand builder. The Macallan is our central focus, supported by Highland Park and The Glenrothes in the fast-growing Single Malt category and Naked in the Blended Malt category. We have strategic partnerships with Wyoming Whiskey in the dynamic American Whiskey categories. Our portfolio is completed with The Famous Grouse Blended Scotch Whisky, Brugal premium rum from the Dominican Republic, Noble Oak Bourbon and No. 3 Gin.
Position Summary
The Macallan is the world’s finest and most admired single malt Scotch whisky brand with a vision to establish The Macallan as the Ultimate Luxury Spirit. The USA is the largest market for Edrington and The Macallan globally, providing the brand with scale, halo and internationally credibility to become a true global luxury brand. The Macallan Senior Brand Manager is a critical role within the USA Marketing Team and will be responsible for leading and delivering uncompromised excellence in execution, through an enhanced lens of luxury.
The Macallan Senior Brand Manager will be responsible for planning and end to end results of all digital marketing, NPD, media, and general brand management activity. A great deal of collaboration is needed across the divisional and regional teams to deliver annual growth plans analysing brand and trade health metrics to develop marketing strategies that secure sustainable growth in revenue, profit, and consumer metrics. Financial acumen and effective A&P management is a key part of this individual’s responsibilities.
This individual will manage a team and responsible for defining roles and responsibilities, plans for the department’s current and future needs and operations and counsel employees on performance. This role will inspire and work with the wider USA Macallan marketing team to ensure all activities executed are in line with The Macallan Brand DNA and luxury standards. This role will lead implementation and delivery of all consumer facing brand building activities in the USA and work in close collaboration with The Macallan Senior Division Brand Managers, National Brand Ambassadors, and respective agencies to build brand equity. This individual will be a champion in the planning process driving effectiveness in planning, communication, deployment, and measurement of marketing activities. They will be responsible for tracking relevant metrics and qualitative feedback from activities, measuring against brand KPIs to gauge performance and deliver on objectives.
Job Description
- Be The Macallan brand custodian for the USA, providing guidance, motivation and control where required by ensuring brand standards are clearly communicated, upheld, and executed with excellence. Educating and correct where necessary.
- In alignment with Global Brand Team and Americas Regional Team, lead the development of brand growth marketing strategy across different stages of the consumer journey, and implementation of innovation launch plans and activation programs for The Macallan, communication strategies (above the line, social media, PR, CRM, etc.) driving brand awareness, saliency, and profitable growth for the Brand.
- Manage e-commerce & leads paid social strategy in collaboration with the e-commerce team, ensuring assets used are in line with global and regional strategy, ensuring maximum ROI and effectiveness of plans.
- Develop the annual promotion plan and marketing calendar in line with brand guidelines and strategies, to ensure trade and profitability objective are met. Provides guidance for market channel planning.
- Leads PR for the USA to unify brand messaging, communication, and amplification.
- Share best practise to continuously improve and gain execution excellence across the USA and globe.
- Manage and track A&P for efficiency and ROI. Including working with Finance on ensuring system updates and KPI are set and are consistent.
- Oversee operations and management of the NY Gallery.
- Report on and understand category trends and competitor activity (both commercial but also communication, launches, social media, etc.) and support participation in strategy processes.
- Support Proximity Market activation plans through partnership management, media, PR, etc.
- Support post-launch analysis with sell-in and sell-out data, trade and consumer feedback, market activation KPIs to identify learnings for improvement.
- Forecast and allocation management, working with demand planner, management, and monthly forecast review for all USA markets.
Skills and Experience
- Educated to a degree level or equivalent.
- Minimum of 8+ years’ marketing experience in luxury goods and services or the food and beverage industry – working on project in the USA and beyond.
- Excellent oral and written communication skills are essential; must be comfortable interacting with internal and external leadership.
- Strategic thinking – ability to analyse information and identify conclusions and implications.
- Agency management skills, clear briefing, communication, and feedback skills.
- Strong negotiation skills.
- Must be able to work and develop relationships in a cross-functional team and lead/influence stakeholders.
- Travel requirement up to 30% as needed to perform job function.
Remuneration and Package
- 25 days of paid time-off, 11 paid holidays, end of the year break and office closes every Friday at 1PM
- 100% employer paid health benefits for employee and dependents
- Competitive 401K company match
- Employer paid Short & Long Term Disability and basic Life Insurance
- Pre-tax benefits
- Mentoring
- Global Wellbeing program
Equal opportunities
Edrington provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, colour, religion, sex, national origin, age, disability or genetics. In addition to general legal requirements, Edrington complies with applicable federal, state and local laws governing non-discrimination in employment in every location in which the company has facilities. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.
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