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Digital Marketing & Media Manager

Requisition Id:  67
Location: 

New York, NY, 10010

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 Digital Marketing & Media Manager is a critical role within this team in translating/ optimizing the Global strategic direction and supporting the ambitions in the Americas region, more specifically in the areas of Media and Social Media.

The role is responsible for managing the Media Strategy taking Global direction and adapting/ optimizing for local implementations as the lead for the Americas. The DMMM will work closely with Global on our Tier 0 campaigns, drive the regional deployment of Tier 1 media campaigns, working closely with relevant key markets and leading the conversation with our global / regional media agency (Zenith).

Job Description

Media

  • Oversee and manage the regional delivery of paid online & offline media plans from Global (Tier 0) and identify new paid media opportunities for the Region (Tier 1), acting as the main point of contact with regional agency (Zenith) and working closely with local markets in the region.
  • Responsible for driving the Tier 1 annual media planning process for the region.
  • Paid Media management and coordination, content calendar and scheduling (Global/Regional/Local) ensuring local resonance and relevance creating additional content as needed to provide.
  • Liaising with Director of Regional Insights and Analytics on reporting and media related metrics, to facilitate our understanding of campaign effectiveness across the region and impact on brand performance.

Social Media

  • Manage the regional social media platform strategy and paid social calendar in order to adapt and localize all Globally defined Social Media platforms and channels for Americas to maximize recruitment and engagement, according to local marketing plans and calendars.
  • Management of the 18 month rolling calendar and provide support to updates the markets on direction and usage of content.
  • Identify any opportunities and new technologies deliver digital transformation in the region.
  • Quarterly performance reporting for social media execution.
  • Social media agency management and consulting on agency selection and management in local markets.

Digital Marketing & Expertise

  • Represents the regional Americas insights and needs as input taking Global brand strategy to guide regional direction and local delivery translating/optimising to suit local market conditions/cultural nuances.
  • Provide in partnership with the Global Marketing and IT divisions the stewardship and technical advisory for digital integration of all brand website, 3rd party web-linked platforms, CRM and data acquisition systems, leveraging local markets’ support and expertise.
  • Support the Sr Brand Manager to set the direction for the region to ensure digital ecosystem integration and delivery of 360 marketing campaigns and new product launches for the brands is cohesively aligned with Growth Plans and marketing calendar.
  • Lead and guide the regional digital agenda to up-weight the digital presence on all platforms from online to offline for The Macallan brand. Build internal capability to raise the bar in digital marketing within the region.

E-commerce

  • Support e-commerce teams in order by managing our digital campaigns, partnering closely with the brand teams and agencies, from brief to optimization, to campaign evaluation.
  • Manage how our brand content is deployed and our brands represented across our third party e-tailers, creating the right campaigns and assets, so that the e-commerce agenda is brand driven rather than retailer driven.
  • Specific focus on themacallan.com performance in USA and Mexico, and support for further roll-out across the region in the future.

Typical Tasks

- About 25% of business travelling (TBC).

- Working in a cross functional matrix organisation (global/regional/local)

- Influencing & balancing needs of multiple internal & external contact points.

- Communicating and capable of delivering high quality Media/Social Media guidance and presentation

- Plan, design and coordinate all required marketing and media tools ensuring regional needs are fed into the global create process.

- Multitask management and prioritizing deliverables across markets with different brand maturity and diverse business needs.

- Managing the internal launch and communication process for global and regional projects from the media/social media functional area.

- Responsibility for keeping all brand project and activities (best practise) uploaded and updated on the internal systems.

- Brand controller to ensure adherence of all branded guidelines assets

- Track and measure all projects for ROI analysis and optimization.

- Spokesperson for the region in global and regional meetings.

Skills and Experience

  • Educated to a degree level or equivalent, preferably in business marketing, digital marketing.
  • Minimum of 6-8 years’ experience in a role involving brand management, media planning, marketing communications, digital marketing, E-commerce, B2C, CRM or related field.
  • Solid track record managing and delivering strong digital presence, especially on multiple social media platforms, ideally across multiple markets beyond USA.
  • High affinity with Luxury products, and knowledge of/ experience with “premium” (online and offline) Media.
  • Familiarity with analysing, interpreting, and presenting quantitative and qualitative findings. Naturally inquisitive.
  • Well organised with strong project management skills.
  • Highly motivated. Self-starter – proactive and able to effectively prioritise and manage own workload.
  • Strong written and verbal communication skills, as well as interpersonal skills – able to build strong working relationships with people throughout the business and partner agencies.
  • Flexible attitude – happy being involved in several different projects at the same time.
  • Proficient with Microsoft Excel, PowerPoint and Word.
  • Strong working knowledge in Google Analytics. Hubspot email marketing, HTML/CSS, Acquia CMS and UI/UX competency is a plus.
  • Knowledge in data analysis, SEO/SEM, content/social/email marketing, data-driven marketing, customer experience marketing and/or web content management is a plus
  • Fluent in English. Proficiency in Spanish is a plus

Benefits & 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: Manhattan
Nearest Secondary Market: New York City