Chief Marketing Officer

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.

Embrace Excellence

This position reports to the Managing Director, China and has a matrix reporting line to the Regional Marketing Director for Asia Pacific.  The critical importance of this role is to build and continuously develop/ elevate the capability of the China marketing team for the delivery of exceptional stronger brand aspiration of our ultra-premium spirits brands & portfolio. The leader should be able to strategically lead with great local, region and global team partnership, continuously improve the brand power across the portfolio of Edrington brands, establishing a leadership position in Private Clientele Relationship and Retail Excellence.

The key purpose of the role is to lead a multi-functional and highly professional (360) Brand Marketing/ Strategic Planning, Media, PR and Education team (enlarged to and complemented by key external agencies stakeholders, incl.PR, Media & Communication agencies and consultants) to envision, perfect and brilliantly execute the China marketing & exceptional brand building strategies, delivering an enhanced exceptional experience journey to our target clientele, in much cohesiveness across the critical consumer touchpoints, as well as to drive customer recruitment, retention and elevation. 

The role will manage all aspects of Brand Marketing including being the custodian voice of the Brand equity in China, managing the entire Consumer Experience (events), PR and Influencer Marketing strategies for Edrington’s portfolio of brands in China; as well as being the custodian of our brands in regards to presentation and behavior in China as per “Exceptional/ Prestige” brand positioning, and the owner of the China Consumer insights generation which will be critical in driving influence against the consumer needs and communication assets necessary to Win in (Greater) China. As such the role will provide a strong China voice in global and regional marketing community.

The role is a key member of the APAC marketing community and will provide strategic direction to the China marketing team, build and develop the capability of China’s marketing resources (including recruiting talents; developing strategic planning and marketing skills; growing a “luxury” mindset), give guidance and direction on Brand Growth planning and ensure Excellence in Execution.

As part of the Greater China region, the role will work in close collaboration with the Hong Kong Marketing Director, to further build the equity of our brands across the 2 markets of China and the territory of Hong Kong. Critical to long term success will be the ability to establish a stellar collaboration with CDO APAC/ China and with the China Digital/ CRM and e-Commerce teams reporting to CDO APAC/ China

Make an Impact

BRAND MARKETING, CONSUMER EXPERIENCE (BTL) AND PR

• Lead the development of our brands strategy in China, delivering clear local strategies across our portfolio, with the key deliverable to establish solid brand building models in key markets to increase our brand equity in China with alignment and direction from the Global/Regional Brand Strategies.
• Lead the brand planning cycle (“Growth Plan”) across China to execute the brand strategies and ensure excellence in execution.
• Collaborate with Regional teams on projects and initiatives (e.g. Experience Campaigns, Retail Excellence) as well as local commercial/sales teams: core & prestige launches, PR & Events, Media campaigns, Spiritual Homes programme, Retail Excellence, On & Off premises activations, gifting, etc.
• Collaborate with Trade Marketing & Commercial teams to define innovative activation strategies for both the on-trade and off-trade which enhance the consumer experience at the point of sale and drive rate of sale.
• Aim to establish a centre of excellence for Prestige & HNWI, in partnership with commercial/sales team, with the aim to perfect our luxury service and selling, with CRM implementation.

DIGITAL MARKETING AND MEDIA

• Lead and define the Paid/Owned/Earned (reach, engagement) strategy for China with a clear view of the digital landscape and the Chinese consumer ensuring integration of digital into all elements of the marketing strategy.
• Builds together with regional marketing team alignment, robust local content when required that supports the acceleration of digital communication in China to drive growth in awareness and Brand equity.

TEAM LEADERSHIP & COLLABORATION

• Develop and grow a professional marketing team to deliver/support brand building agenda, as well as the 10-year growth plan in China leveraging on Edrington training and capability tools as well as external resource.

Your Talent and Skills

• Experienced marketer with rich marketing experience with a strong affinity or experience in luxury brand marketing (University degree / MBA) with 5 years as a Marketing Director, and in Digital Marketing.
• Perfect knowledge of China Media and proven expertise in running successful Influencers Marketing in China, as well as in exploring/ executing local collaborations/ partnerships.
• Super premium spirits experience a plus (cognac / champagne / fine wines), especially in Chinese context.
• Strong methodical thinker with ability to draft a clear strategy despite a complex and diverse brand and market environment.
• Demonstrates the ability to balance strategic thinking with the ability to deliver results.
• Successful record as an outstanding leader with the ability to inspire others, create a strong community and lead reports to deliver world class execution.
• Strong collaboration skills. Ability to influence and work with remote and multi-cultural teams.
• English written and spoken fluently.

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.