Brand Manager

Our Craft

Edrington’s vision is to give more by crafting exceptional ultra-premium spirit brands. The Macallan is our central focus, supported by Highland Park and The Glenrothes in the single malt category. Our portfolio is completed with Brugal rum from the Dominican Republic, Wyoming Whiskey in the American Whiskey category and Valdespino sherry from Jerez in Spain. Edrington also has a strategic partnership with No.3 London Dry Gin.

Our principal shareholder is a charitable trust, so we were built to make a world of difference. Discover a place where values define our culture. The home of exceptional brands, where people and teams thrive. 

Our Blend of Benefits

• 18 days of annual leave per annum, with increments subject to years of service; 4 Giving More days on top of Hong Kong public holidays
• Mandatory Provident Fund contributions (employee up to 5%, employer up to 10%) 
• Share in our success with up to 10% Share Reward scheme (subject to eligibility) 
• Medical insurance that covers both employees and their dependents  
• 24/7 support for you and your loved ones to counselling, life coaching and information on financial, mental, and physical wellbeing 
• Staff Purchase Discount   
• Embrace work-life harmony with hybrid working, 26 weeks’ paid maternity, paternity and adoption leave, and up to 5 paid carers leave days a year

   

Embrace Excellence

Reporting to Senior Brand Manager, the Brand Manager – Consumer & Channel Activations is responsible for planning and executing best-in-class BTL strategies and consumer activations across Hong Kong, covering On-Trade, Off-Trade, and Direct-to-Consumer channels. The brand manager is responsible for delivering impactful, commercially effective brand experiences aligned with brand objectives; measuring performance through KPIs and ROI to ensure effectiveness; and scaling best practices by leveraging insights to optimize future activations and drive sustainable growth across Edrington’s premium portfolio.

Make an Impact

Strategy & Planning:

• • Develop and execute BTL strategies aligned with brand and commercial objectives across On-Trade, Off-Trade, and Direct-to-Consumer channels
  • Build annual activation calendars and channel-specific plans, including sales-driving initiatives and activation toolkits
  • Support delivery of brand performance and profitability outcomes, including contribution to volume, value growth, premiumisation, and long-term brand equity
  • Oversee POSM and creative asset development, allocation, and tracking across all channels
  • Monitor and evaluate activation performance through KPIs, ROI analysis, and post-activation reviews to capture insights and key learnings into scalable best practices

Brand Execution & Market Activation:

• • Recruit new consumers to The Macallan, Highland Park and The Glenrothes brands by inspiring them through exceptional execution of brand campaigns, assets and programs below the line.
  • Build best in class activation plans and programs that span the relevant touchpoints to bring the brand proposition to life in the most powerful and impactful way
  • Successfully ‘Launch and Land’ global and local products and campaigns with compelling activations in Trade and Retail  
  • Develop and recommend activation, retail and Trade experiential plans that effectively and efficiently deploy BTL activation budgets (circa annual £1.5m Trade & DTC activation investment) to deliver brand equity and commercial return
  • Elevate brand visibility, product launches and campaign messages through Retail & Trade activations that deliver brand equity and conversion  
  • Partner with PCRM to propose HNWI recruitment opportunities, design client experiences and activities and develop personalised tools or experiences that exceed expectations.

Cross Functional Collaboration:

• • Partner closely with Sales, Trade Marketing, Finance, and Brand teams to deliver integrated and effective go-to-market strategies
  • Align with Global and Regional stakeholders to localize campaigns while maintaining brand consistency
  • Support knowledge sharing and capability building across APAC, contributing to best practice development

 Line Management:

• • Manage, coach and nurture Marketing Executive to delivery and high performance day-to-day and through annual PDR process 

Your Talent and Skills

• Ability to connect brand to activation and bring it to life via key assets and formats
• Knowledgeable in the luxury sector and principals of marketing a prestige brand.
• Excellent understanding of experiential activation, events, customer marketing and branding principals
• Ability to manage agencies to deliver outstanding results
• Excellent interpersonal skills and communication skills (including presentation), with ability to communicate effectively in a multicultural, cross functional organization.
• Creative and innovative with an attitude and desire to drive excellence
• Be entrepreneurial, agile and creative - take advantage of opportunities to grow the brand in innovative ways with a can-do mindset

EXPERIENCE & QUALIFICATIONS:

• Degree educated (or equivalent relevant industry tenure and experience in Alcobev/FMCG Marketing of Food/Drink roles) with at least 3+ years’ marketing or brand management experience
• Strong experience in consumer & channel activations (FMCG, luxury, or spirits preferred)
• Proven ability to deliver impactful BTL campaigns with measurable ROI
• Detail-oriented with a passion for luxury brand standards
• Collaborative mindset with proven stakeholder management skills
• Strategic thinker with a focus on results and optimizationBe entrepreneurial, agile and creative - take advantage of opportunities to grow the brand in innovative ways with a can-do mindset
  
  

A Place For Everyone

We’re proud of our inclusive culture – where unique experiences, ideas and perspectives are celebrated. We want everyone to feel respected and empowered to contribute to our success.

Get involved. From colleague networks like Balance, Pride and Kick-Start to inclusion allies and DE&I champions, we encourage our people to be curious, get involved and help us make change happen.