Brand Activation Manager - The Macallan

About Edrington

Our business is underpinned by a long-established reputation for involving the workforce in charitable giving and we’re proud to continue as a privately owned business. We continue to spread our global reach, with over 60% of our employees now being based outside of Scotland.

The success of our brands requires the support of everyone in Edrington, from distillation and coopering to the brand and commercial management teams, to our distribution teams and our partnerships with other organisations. It is important to us that we bring in exceptional talent and give them the tools and support required to be the best they can be every day. We provide a comprehensive training and development programme for all employees, regardless of their role.

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

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.