Customer Activation Manager - The Macallan

Requisition Id:  2524

Shanghai, CN

About Edrington

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.

Position Summary

The Brand Activation Manager specialises to conceive and create exceptional consumer engagement and experience with key target customer groups of The Macallan (core: Michael & Michell and David; prestige: James and Alexander).  This enables The Macallan to drive a positive differential in imagery and affinity towards the brand and accelerate the process of recruitment in Affinity, CRM, PCRM. 


This role will be responsible for The Macallan brand activation from its planning, briefing, and bring it to the end of execution and reporting, and to create the most stunning brand experiences to our target audiences.

Job Description

Develop The Macallan brand based annual event plan based on the global/regional toolkit with local adaptation plan, set-up KPIs, cost, etc.

  • Adopts from the Global and Regional toolkits to plan localize execution in a cohesive and consistent approach.  Ensure that campaigns and launches follow global/ regional direction.  
  • Plan, design and organise halo and medium launch programmes of The Macallan to drive brand prestige halo and drive brand excitement to recruit Michaels & Michelle and James, David & Alexander.
  • Be an integral part of The Macallan brand team with The Macallan Brand Manager in the execution the brand marketing strategies and programmes of The Macallan so as to support the business securing sustainable growth in Brand Power & Commercial return.
  • Plan, design, organise and set up long term luxury PCRM/AFFINITY projects to enable the brand presence and participation to the prestige consumer segment with the luxury look and feel of The Macallan.

Deliver activities/projects with high quality and drive for target audiences’ preference, appreciation to our brand

  • Well understand the brand long-term vision, strategy, propositioning, and short-term event objective to well deliver the brand most stunning and high-end presentation.
  • Lead and manage the agency to deliver from briefing, pitching, production, execution with right and efficient timetable to final completion.
  • Collaborate with each of related stakeholders from multi-functions to monitor and control the event proposals, including concept, budget, activities, creatives, etc.

Build team for account and project management capability, ensure sustainable talent pipeline

  • Understanding of the reasonable and practical targets for the team that set by Marketing Manager
  • Build a collaborative working climate to optimize working efficiency

Skills and Experience

  • Bachelor’s degree or above and +8 years of relevant experience, preferred in Beauty, Fashion, Luxury or Premium Spirits industry.
  • Strong commercial awareness, self-driven and able to demonstrate a track record of programme running both in field and amongst consumers.
  • Comprehensive knowledge and experience in strategic development, brand building, create consumer engagement and experience.
  • Well-organised, detail-minded and able to work with multi-tasks. 
  • Proactive, good team player and independent with strong dedication to result.
  • Experience of handling and working closely with sales and trade marketing & PR teams.
  • Exceptional communication skills and with knack and tact to deal with external parties.
  • Be responsible for quality of brand results, promotion activities & training / PR initiatives in the territory to the manager in charge.

Equal opportunities

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.