Creative & Content Manager

Requisition Id:  2473

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 Creative & Content Manager will be responsible for building the content strategy and create targeted and locally relevant content for the brand across social, media and digital platforms, with the overarching objective to build the luxury brand equity and recruit new consumers.  They will also assist with content creation when required for the press, events and marketing teams.

The Creative & Content Manage will report to the China CMO and will have a dotted line to the Global Creative Team to ensure that the global assets are relevant to the Chinese market and consumers. The role will have 1 direct report as VM Manager-TM.

Job Description

The role is focused on content creation, strategy and production and will involve collaboration with local, global, and regional marketing teams.

  • Manage and build the content strategy in line with the overarching brand strategy, ensuring that the content resonates with the target consumer and communicates the brand visual language.
  • Work hand in hand with the Global Team to ensure assets are fit for local market usage.  Adapt where required global assets to local channels and develop localized versions of global assets - effectively trans-creating whilst maintaining the integrity and intent of the original assets.
  • Develop and manage agency partners, capability, and process to produce increasingly effective creative strategies, content, amplification, and innovation ideas. Lead and mentor agency team, setting tasks and checking their work at key milestones to ensure they are on-brief.
  • Keep up to date with new trends, technologies, rapidly evolving cultural and social developments to inspire the Global Creative Content Team and ensure the local brand content strategy drives brand value and desirability and is relevant to the target audience.
  • Define budget for content strategy and deliver on budget.  Negotiate all fees for projects and prepare contracts as relevant.

Skills and Experience

  • 8-10 years of related experience, preferably in an agency or in-house spirits or luxury brand, focused on developing and executing creative concepts in print, digital, mobile and video.
  • Strong conceptual and strategic direction with excellent creative & aesthetic judgement; the ability to ensure that the creative output is consistently excellent from a conceptual and executional perspective, across all platforms.
  • Experiences on video (long or shortform), 3D animation, print and digital content execution is an absolute must and some understanding of Integrated Marketing Communication, specifically on experiential and digital content communication.
  • Attentiveness to visual detail and finesse, with compelling and immaculate content crafting is a must.
  • Strong sensibility to luxury and creative – a high level of taste, finger on the pulse of trends, sense of aesthetics.
  • Strong communication and effective presentation skills.
  • Network: Ability to build relationships and network easily, both internally and externally. 
  • Highly motivated, energetic, and enthusiastic.
  • Agile – thrives in ever-changing environment, flexible, ability to wear many hats at once.
  • Ability to work at all levels of the organisation and able to adapt to various work styles and cultures.

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.

Employee value proposition

People Promise: Make a World of Difference