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Brand Manager, Highland Park

Requisition Id:  661

Orange County, CA, 92660

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

This is a unique and exciting position within the Edrington USA division that works closely with global stakeholders, external partners, and commercial leadership teams. The USA represents the priority for our next generation of leading brands within the company’s breakthrough brands group including: : Brugal 1888, Highland Park, and The Glenrothes. In the USA market the Brand Manager will act as the steward for Highland Park, driving the global brand vision, strategy, and local marketing plans.       

With the guidance of the Breakthrough Brands Marketing Director and working together with our Global partners, the Brand Manager will be primarily responsible for executing and contributing to the development of brand growth plans and marketing strategies, executions of marketing programs and activities and securing sustainable growth in revenue, profit and consumer metrics.  Ensuring A&P is spent properly and kept within budget will be a key part of the role.

Job Description

  • Lead the development of brand growth marketing strategy across different stages of the consumer journey, and implementation of innovation launch plans and activation programs, communication strategies (above the line, social media, PR, CRM, etc.) driving brand awareness, saliency and profitable growth for the Brand.
  • Manage the development and execution of all brand building activity  to reflect each brand’s DNA and bring the brand positioning to life – working closely with key stakeholders, consumer and commercial managers and the local marketing teams.
  • Brief, manage and ensure timely delivery of all brand building campaigns and activity in collaboration with agency partners that will elevate brand perceived value with the consumer  
  • Create, refine and communicate unique brand propositions and storytelling to support brand growth and equity.
  • Support Commercial Team with marketing tools, and developing the required toolkits and assets ex. Product Sell Sheets and assets, launch directives, training materials, consumer event support, POS, etc.
  • Be the brand custodian for , ensuring brand standards are clearly communicated, upheld and executed with excellence. Educating and correcting where necessary to promote commercial excellence principles and luxury behaviours. 
  • Manage e-commerce strategy in collaboration with the e-commerce team, ensuring assets used are in line with strategy.
  • Report on and understand category trends and competitor activity (both commercial but also communication, launches, social media, etc.) and support participation in strategy processes.
  • Help lead and manage 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.
  • Working with Trade Marketing Manager provide merchandizing guidelines and training to the merchandizing agency.
  • Lead the financial accountability of the USA ensuring investment is in line with brand strategy. Effective monitoring and management of overall A&P budget.

Skills and Experience

  • Educated to a degree level or equivalent.
  • Minimum of 7+ years’ marketing experience in Spirits and luxury goods and services.
  • Excellent oral and written communication skills are essential; must be comfortable interacting with internal and external leadership.
  • Must be able to work and develop relationships in a cross-functional team and lead/influence stakeholders.
  • Agency management skills, clear briefing, and communication skills.
  • Strong negotiation skills.
  • Creative problem solver, solution oriented.
  • Possess excellent project management and time management skills.
  • Strong knowledge and understanding of current trends in luxury goods, digital media/social media, and competency in digital marketing tools.
  • Strong ability to adapt to a changing environment; comfortable with ambiguity and always looking to improve.
  • Strong Interpersonal and networking skills, building good business relationships in and out of the organization.
  • Strong team management and mentoring skills.
  • Deep understanding of e-commerce.
  • Advanced proficiency with Microsoft PowerPoint and Excel is a must.
  • Well organized with a proven track record in a change oriented and entrepreneurial environment. The ability to handle multiple/diverse tasks while adapting to changes in a fast-paced environment.  
  • Demonstrates emotional intelligence.
  • Travel requirement up to 20% as needed to perform job function.

Benefits and Perks

  • Comprehensive medical, dental, and vision coverage with premiums paid 100% by the Company
  • Flexible Spending Account – healthcare and dependent care
  • Employer double match on Retirement 401(k)
  • 25 Paid Time Off plus holidays
  • Paid Parental leave plans
  • Disability and Life Insurance benefits paid by the Company
  • Employee Assistance and Wellbeing Programs

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: Orange County
Nearest Secondary Market: Los Angeles