Assistant PR Manager

Requisition Id:  1950

Shanghai, CN

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, Wyoming Whiskey and Tequila Partida. 


Edrington is headquartered in Scotland and employs over 3,500 people in its wholly owned and joint venture companies, with over 70% employed overseas. We own our route to market in 15 countries and distribute our brands to more than 100 countries around the world through joint ventures and third-party agreements.


Edrington’s principal shareholder is The Robertson Trust, which has donated £301 million to charitable causes in Scotland since 1961. Our business is underpinned by the Edrington values of giving, respect, integrity and excellence.

Position Summary

This PR position is playing a significant role within the marketing team, that will develop a new practice to drive the PR communications and influencer strategies and implement with solid action plans to drive the success on brand building and support the overall business achievements.

Job Description

Branding, Planning & Execution

  • Support PR & influencer management for The Macallan and Malts brands.
  • Implement PR communication and influencer strategies with excellent execution plans to achieve brand building and business objectives.
  • Build strong media network, influencer & KOL database with productive daily maintenance and management.
  • Seamless collaborations with China digital marketing team to drive synergy and consistency on content development, message, and localization of global assets with full compliance to marketing code and integrated across brand and digital team.
  • Work closely with cross-functional leadership (brand marketing, digital, commercial, legal, and other departments) to scope, develop and implement systematic communication and strategic planning.
  • Work under regional and global guidelines for consistent and aligned strategies and deliverables.
  • Contribute to and support the transcreation of strategic, relevant, and impactful brand, product (NPDs) and business narratives to strengthen plans and uplift brand power.

Strategic Business Partnerships

  • Build strong internal collaborative relationships with cross-functional regional and market team members (with a particular focus on marketing, digital communication, e-Commerce, commercial, legal), and support to drive effective and impactful public relations activities in market.
  • Manage and build strong relationship with external vendors, agencies, key media partners, KOLs and Influencers.
  • Ensures all external media, influencer and PR partners are on-boarded and made aware of Edrington as a company and as well are well versed in our brands and products.

Skills and Experience

  • Bachelor’s degree or above, Major in Public Relations, Marketing, Media or other related fields
  • 5 years + of experience in PR Communications, with a specific focus on External Communications and Public Relations, and influencer/KOL management
  • Multi-national corporate experience in the luxury or retail industry, as well as agency background as an asset
  • Media, KOL/influencer contacts, and established relationships across China as an asset
  • Knowledge of media platforms and experience working with influencers and KOLs
  • Excellent communication and presentation skills
  • Strong ability to work independently, multi-task and prioritize responsibilities
  • Fluent written and oral communication skills in Chinese/English

Employee value proposition

At Edrington, you will experience an incredible culture based on respect and giving more. We are exceptionally passionate about our brands and genuinely care about our people, continually investing in their development and wellbeing. Join Edrington and make a world of difference.