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Brand Specialist - The Macallan

Requisition Id:  462
Location: 

Miami, FL, 33131

About Edrington

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 fast-growing single malt category and Naked Malt in the blended malt category. Our portfolio is completed with The Famous Grouse Blended Scotch Whisky, Brugal premium rum from the Dominican Republic and Noble Oak American Whiskey. Edrington also has strategic partnerships for No.3 London Dry Gin, and Wyoming Whiskey.

Position Summary

The Brand Specialist’s role is to engage and build strong relationships with distributors and the priority on and off trade accounts within their key city. They are responsible for driving awareness of The Macallan in these accounts, and inspiring staff by broadening their knowledge and building their confidence to recommend and serve The Macallan to consumers. Through regular contact and relationships with beverage managers and buyers, they will help deliver targeted portfolio performance according to account segmentation.

As a secondary focus, the Brand Specialist will lead and host trade events as well as support major brand initiatives where required, working closely with the local marketing leadership team. It is imperative that the Brand Specialist embodies the essence of the brand in both appearance, behaviour and delivery of key brand messages.

The Brand Specialist is the inspiring and passionate face of The Macallan brand in front of key trade accounts in their key city, responsible for influencing decision makers as well as the education and engagement of staff. They will help to drive an increase in The Macallan’s ‘salience’, as measured by established tracking tools.

Job Description

  • Acting as our in-market authority on The Macallan brand and whisky category, reflecting the brand image and eloquently delivering the brand messaging
  • Driving awareness and training of The Macallan commercial and trade partners, ensuring front of mind presence and selling confidence of The Macallan at priority accounts
  • In charge of actively managing a key account list (On and Off trade), reporting on performance, identifying opportunities and recommending change as required
  • Commercial focused objectives (e.g. supporting the delivery of new listings and menu placements, and other relevant trade programs) in alignment with the local sales team
  • Building relationships and trust of key decision makers (e.g. beverage directors, buyers, bar staff)
  • Conducting informative and inspiring staff trainings and tastings to ensure consistency of The Macallan messaging and recommendations to consumers.
  • Driving adoption of The Macallan Academy / The Macallan Academy Lite brand education platform across distribution and key trade partners
  • Elevated training of The Macallan serves and rituals to priority on trade accounts
  • Identifying, planning and activating at priority trade events
  • Internal brand and product training of local stakeholders
  • Collaborating with The Macallan Global Ambassador Programme Manager and actively contributing to the global network of Brand Specialists and Brand Ambassadors
  • Identifying key brand building initiatives for The Macallan in conjunction with local commercial and marketing teams
  • Recognising and reporting market insight and intelligence
  • The management and best use of annual T&E and activation budget

Skills and Experience

The successful candidate will have/be:

  • Educated to degree level or equivalent gained via work experience within the luxury category
  • Experience as a bartender or working with luxury brands
  • Ability to seamlessly use technology in presentations
  • Confidence to read audiences and implement appropriate and adaptable training methods
  • A strong sense of ownership and pride, with the ability to work independently
  • Fluency in English – Spanish is a plus.
  • Must be of an age that adheres to Edrington’s Marketing Code of Conduct for responsible alcohol marketing
  • Eligible to work in the USA

Interpersonal skills required:

  • Ability to inspire staff to upsell through serves, occasions and consumer understanding
  • Inspiring public speaking and presentation skills
  • Strong influencing and negotiating skills
  • Quietly confident, friendly yet sophisticated
  • Exceptional organisational and prioritisation skills
  • Quality driven with high standards of customer service and attention to detail

Benefits and Perks

  • 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.


Nearest Major Market: Miami