Brand Manager - Estate Brands
Shanghai, CN
Our Craft
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.
Our Blend of Benefits
15 days annual leave, plus 4 Giving More volunteer days
Invest in your future - additional provident fund
Private medical insurance
24/7 support for you and your loved ones to counselling, life coaching and information on financial, mental, and physical wellbeing
Experience our exceptional brands with a generous annual product allowance
Embrace work-life harmony with 50:50 hybrid working, 26 weeks’ paid maternity, paternity and adoption leave, and up to five paid carers leave days a year
Embrace Excellence
To drive the growth and equity of Estate Brands incl. the Glenrothes, Highland Park, partnership brand: London No.3 Dry Gin in China through strategic brand management, execution of world-class activations, and cross-functional collaboration to align with global and regional business objectives.
Make an Impact
Brand Strategy & Execution
• Develop and implement brand strategies for Highland Park, The Glenrothes and No. 3 Dry Gin, ensuring alignment with company goals and China market dynamics.
• Adapt and execute communication strategies (360° marketing mix) to resonate with target consumers and elevate brand equity.
• Clear understanding and analysis on marketing landscape for each brand. Clearly define TA segmentation
• Lead Route-to-Market (RTM) activations for Highland Park & The Glenrothes, collaborating with Sales to maximize reach and consumer recruitment.
Portfolio & Channel Optimization
• Provide market intelligence (consumer insights, competitive analysis) to recommend portfolio/channel strategies.
• Support NPD and packaging development to address local market needs.
Budget & Campaign Management
• Assist in marketing budget control, monitoring spend efficiency across campaigns and sales activities.
• Deliver world-class activations by partnering with Global/APAC teams to localize campaigns while maintaining brand consistency.
Cross-Functional Leadership
• Collaborate with the Education Team to develop training tools, ensuring consistent brand messaging.
• Foster external partnerships (agencies, suppliers) to elevate campaign quality and innovation.
• Supervise and coach team members, promoting collaboration across internal/external stakeholders.
Your Talent and Skills
Education & Experience
· Bachelor’s degree or above.
· 5+ years in brand marketing, preferably in FMCG, luxury, or spirits.
Core Skills
· Strategic & Analytical: Strong data analysis (MS Office, tools) to inform decision-making.
· Execution Excellence: Ability to adapt global strategies to local markets.
· Communication: Fluent in English and Chinese (written/spoken); adept at presentations and reports.
· Leadership: Team player with initiative, accountability, and coaching ability.
Behavioural Traits
· Agile, challenge-driven, and adaptable to change.
Performance Metrics:
· Brand equity growth (e.g., awareness, preference).
· Campaign ROI and budget adherence.
· Market share/recruitment KPIs.
· Team/partner feedback.
A Place For Everyone
We’re proud of our inclusive culture – where unique experiences, ideas and perspectives are celebrated. We want everyone to feel respected and empowered to contribute to our success.
Get involved. From colleague networks like Balance, Pride and Kick-Start to inclusion allies and DE&I champions, we encourage our people to be curious, get involved and help us make change happen.
