Country Manager, Colombia

Our Craft

Our vision is to give more by crafting exceptional ultra-premium spirit brands. The Macallan is our leading brand, supported by Highland Park and The Glenrothes in the fast-growing single malt category and Naked Malt in the blended malt category. Our portfolio is completed with Brugal premium rum from the Dominican Republic, The Famous Grouse Blended Scotch Whisky, and Wyoming Whiskey in the American Whiskey category. 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.

Hay Grade

Level 18
Reports to: MD Mexico, Latam and The Caribbean
Location: Bogota, Colombia

Our Blend of Benefits

Embrace Excellence

The Country Manager Colombia (CMC) role is a leadership position, accountable for the company’s marketing and sales strategy & operations across all Colombia sales channels. This role reports to the Managing Director for Mexico, Latin America and Caribbean. It works in close collaboration with the wider LATAM team alongside The Macallan Brand and Sales Leadership teams. Full fluency in written and spoken English and Spanish is essential for the role.

The CMC will be the key contact with our distributors in the region, building long term business strategies, yearly marketing plans and monthly commercial targets.

The CMC will build our premium brand portfolio across all routes to consumer, understanding our consumer base (the ‘international’ consumer and the Colombian ‘local’ consumer) and its global influence, developing successful working relationships with key customers in Colombia and especially in the Super Key City of Bogota. The CMC will understand the Bogota city culture, trends and neighborhood dynamics to inform and drive our brand growth through the various routes to the Bogota & Colombian consumer. Key pillars of the position include Distributor Management, Broker Management, Brand Building, Brand Education, Pricing Management, P&L Management, Supply Chain & Compliance. Success in the position will deliver against defined annual P&L goals, Execution KPIs and continued exceptional growth of the The Macallan in the Key cities of the region.

Make an Impact

• Strategic and operational delivery of the Colombian LOC business, providing leadership and functional expertise, setting up clear business process’ within the first 12 months of operating as Key City Manager
• Deliver the key city strategy for Bogota. Ensure that the strategy is successfully cascaded and set clear SMART leading KPI’s to ensure successful delivery of budgeted targets
• Deliver the Colombian / Bogota financial targets, by focusing on the correct brands, channels, and accounts alongside the Distributor and Key Trade partners both in the On & Off Premise
• Full P&L responsibility of overheads, operating costs and the individual KPI’s for the sales of our products, achieving the desired KPI sales targets for volume and value. Sales channels covered by the role include direct on-trade, DTC, luxury retail, and RTM (wholesalers)
• Work in conjunction with The Macallan Marketing leadership / teams, along with the Marketing Senior Manager LATAM to support the premiumization of our portfolio and define and implement a successful DTC strategy, ultimately being responsible for The Macallan Bogota Gallery 
• Provide leadership and direction in the creation of world class, insight driven, customer and channel plans focused on delivering the Colombian budget, with particular emphasis on excellent execution to the point of purchase and supported by clear marketing campaigns above and below the line activity, directed to our key consumer target
• Build, develop and inspire an engaged and high performing team culture. The team must be agile to the changing nature of Bogota and the wider Colombian market and reflecting the diversity and quality of the Bogota / Colombian customer and consumer base
• Optimize the Colombian on-trade field sales strategy and capability, in line with the “Halo” model; deploy field sales resources to maximize distribution, visibility and ROS of the Edrington premium portfolio and build great customer relationships
• Be the ‘face’ of Edrington Colombia and the represented leader of the premium brands portfolio in Bogota. This will involve hosting global corporate VIPs, searching for and sharing global ‘key city / city fortress’ best practice. Also hosting top to top meetings with our key customers on an annual basis and representing Edrington in Industry and Culture.
• Operate the monthly sales & marketing cycle and on a quarterly basis, host and operate the Colombian quarterly business review with the business unit leadership

Your Talent and Skills

• 10+ years’ experience in similar role
• College Degree in Business or Marketing
• A proven commercial leader and brand builder with a track record of delivering financial and market growth
• Clear evidence of managing various sales channels (preferably simultaneously) and/or functions including on trade, ecommerce, off trade retail and RTM
• Established network of HNWI and experience with Premium Brands are a plus
• A natural brand builder with well-founded empathy of consumer needs, behaviors and typologies
• Understanding of building premium and ultra-premium brand equity
• Experience of luxury brands and how to build robust routes to the consumer would be an advantage
• The ability and credibility to influence, lead, and energies a team and senior stakeholders
• Highly developed interpersonal, communication and presentation skills that engage and inspire confidence
• Full fluency in written and spoken English and Spanish is essential for the role

We’ve put together some criteria that we think is important for this role, but don’t worry if your experience and expertise isn’t an exact match. If you feel that you can add value to our role and to Edrington more broadly, we would welcome your application and be eager to learn more about you.