Head of Brand Education, China

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

Head of Brand Education China will be heading both the Brand Ambassadors and Brand Specialists in China and lead the entire education domain including consumer/social/KOLs advocacy (via the Brand Ambassadors) as well as for Trade advocacy (via the Brand Specialists appointed/located to each key city).

This role needs to ensure the team delivers consistent, high quality brand image and message to target audience. He/she will directly report to the Chief Marketing Officer with a dotted line reporting to the Regional Brand Education Manager, APAC.

Job Description

Leadership

• Lead and guide the China Brand Ambassadors and Brand Specialists team in supporting the regional and global strategy. This will include:
  • Follow the global/regional strategy to support brand objectives and inspire continuous development within teams.
  • Adopt best-in-class education platform and tools that are distinct and ownable, leveraging market insights to establish unique long-term impressions with the brand to win the hearts and minds of customers and consumers in China.

Consumer Engagement

• Works with other team members on initiatives within the Marketing Calendar to ensure synergy and cohesive messaging and training is provided in a timely manner.
• Inspire, educate, recruit, and engage the target audiences including but not limited to consumers, influencer groups and media with unique and impactful experiences.

Trade Education

• Inspire and build advocacy amongst trade key stakeholders with consistent exceptional (Brand DNA/ heritage or NPD-related) storytelling.
• Working with the commercial teams to identify key brand building initiatives in key on/off trade accounts.

Digital Innovation

• Given the digital lifestyle and media/shopping preference, we need to develop digital friendly asset, approach, and experience to new generation consumers, including but not limited with
  • Create Live streaming presentation to support brand owned media platform.
  • Develop Digital course whisky knowledge highly relevant to the brand.

Skills and Experience

• Professional individual with at least 10-12 years’ experience in related field with a strong hospitality and/or marketing background, +5 years of experience within the alcohol industry preferred.
• Deep technical knowledge of the spirits world (or at the very least, ability and desire to learn).
• Excellent communication and presentation skills with a strong ability to communicate to different audiences.
• Sound leadership skills with the ability to motivate and inspire others.
• Strong resilience and expert influencing skills.
• Can work with all consumer types from super HNWI to new to brand consumers.

Employee value proposition

At Edrington, you will experience an incredible culture based on respect and giving more. We are exceptionally passionate about our brands and genuinely care about our people, continually investing in their development and wellbeing. Join Edrington and make a world of difference.