Head of Retail and PCRM - 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.

Position Summary

The Head of Retail & PCRM will lead the respective teams and own the P&L of both our Owned Retail (incl. Co-Owned Retail operated through appointed partner) and Private Client Relationship Management channels. The role focuses on The Macallan – for which we operate Co-Owned Retail – however, where relevant the role will also look at identifying and growing best practices and skills that can also support the Estate Brands portfolio PCRMs teams to deliver accelerated and substantial contribution.   

The priority for the role will be to design the growth strategy and to lead the executional excellence in the mentioned channel, with particular attention to i) the “exceptional client and consumer experience” which our clients and our visitors and guests at Retail are to expect from The Macallan as a symbol of incomparable craftmanship and creativity; ii) the recruitment of (affluent) new client – for which it is expected that the role should perfectly collaborate with the local Chief Marketing Officer to co-design exciting “Programming and Activation” plans for our Retail spaces and to engage with new or existing client at the right events and sophisticated touchpoints; and to iii) the continued elevation or maintenance of best-in-class standards of our Retail and Sales operations and teams (including staffing, skills development, process upgrades,…).

We are looking for an experienced Luxury/Prestige Retail expert with extensive knowledge of HNWIs network, VIP/exceptional client event management, with strong affinity to luxury hospitality and who is passionate, driven, determined to excel and displays the right attention to detail. It is expected that the individual be highly inspiring for our teams and well-articulated and perfectly well-mannered in order to engage with HNWIs and VIP client.   

Job Description

Key Responsibility

• Leads PCRM teams and Boutique Manager in the Owned or Partner Retail spaces (i.e. Co-Owned Retail), driving talent recruitment, skills and manners elevation.
• Designs the KPIs/performance trajectory for the channel and drive teams as well as the supporting organization for their completion along “exceptional client”/highest service standards, and with attention to the quality of recruitment into our client database upper tiers.
• Works with Local and Regional Head of Marketing to keep elevating the client experience and journey at Owned Retail.
• Ensure the Private Client Relation Manager team is compliant with set standards of client engagement, relationship and transactions, and to perfectly adhere to all set controls and rules – especially KYC process.
• Together with the Chief Commercial Officer, provide and recommend suitable trading and operating terms for Retail partners in line with business strategy to maximise performance and returns for both Edrington and the selected partners. Additionally, manage selected partner with excellence.

Performance Reporting

• Accountable for PCRM and Retail channels KPIs and sales planning and achievement plan and providing necessary standard reports monthly and for key review periods e.g. PCRM monthly meeting, QBR, PSR, AOP.
• Accountable for PCRM and Retail channels Brand Investment budget ownership in close collaboration with Head of Marketing.
• Works with Regional Head of Marketing and Regional Head of PCRM to align on recruitment KPIs, client engagement programs, and overall retail activation plans and KPIs (in-store traffic, transactions, transaction value, CRM recruitment, etc).
• Effectively manages and reports on BI and operating costs to drive insightful input to our investment decisions.
• Provide business/ sales updates regularly and participate in regular sales meeting with internal teams.

Skills and Experience

To succeed in this role, the ideal candidate should have a proven track record with 10+ years of practical experience of channel and partner management within the luxury category.  Being familiar with the operation of a retail boutique are key requirements. 

Technical Skills

• Highly experienced in Luxury Retail operations and sales process, having best-in-class managed Retail (boutique) and Private Client in the past for a leading luxury group.
• Experienced in HNWI (Asian HNWI in particular) management (with strong cultural sensitivity) and recruitment of affluent client, ideally bringing to our company both elevated practices & standards as well as access to un-tapped affluent client.
• Strong commercial sales skills in a luxury retail environment with the appropriate use of sales tools/techniques to drive excellent results.
• Language skills – fluent Mandarin & English.
• Knowledge or passion in wines & spirits. WSET 2 or equivalent is a plus.

Behaviourial Skills

• Inspiring leadership skills with high level of confidence and maturity.
• Strong and effective people manager.
• Friendly and approachable to all customers and colleagues alike.
• Quality driven with high standards of customer service and attention to detail.
• A strong sense of ownership and pride.
• Takes exemplary pride in their appearance as an ambassador for The Macallan.