Marketing Manager - The Macallan
Shanghai, CN
Our Craft
Edrington’s vision is to give more by crafting exceptional ultra-premium spirit brands. The Macallan is our central focus, 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.
Edrington is headquartered in Scotland and employs over 3,000 people in its wholly owned and joint venture companies, with over half employed outside the UK. We own our route to market in 16 countries and distribute our brands to more than 100 countries around the world through joint ventures and third-party agreements.
Edrington’s principal shareholder is The Robertson Trust, which has donated £322 million to charitable causes in Scotland since 1961. Our business is underpinned by the Edrington values of giving, respect, integrity and excellence.
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
This role reports to the China CMO and manages the Brand & Strategic Marketing activity for The Macallan brand across China. The role is responsible for the strategic planning, delivery & execution of local brand strategies & marketing activities in line with market growth plans or in conjunction with distributors. He/she has the overall responsibility for the management, reporting & control of A&P budgets.
Make an Impact
Brand Strategy and Planning:
• Develop and implement comprehensive marketing strategies that align with The Macallan’s brand vision and business objectives
• Manage the portfolio prioritisation within the markets to ensure the correct focus/priority
• Control and refine brand marketing guidelines to ensure consistent implementation at all levels
• Complete control & ownership of The Macallan Brand Investment covering all marketing activities across the full portfolio of brand in China
Brand Strategy and Planning:
• Develop and implement comprehensive marketing strategies that align with The Macallan’s brand vision and business objectives
• Manage the portfolio prioritisation within the markets to ensure the correct focus/priority
• Control and refine brand marketing guidelines to ensure consistent implementation at all levels
• Complete control & ownership of The Macallan Brand Investment covering all marketing activities across the full portfolio of brand in China
Campaign Management:
• Lead the creation and execution of marketing campaigns, and collaborate with cross-functional teams
• Implementation of global campaigns & strategic NPD launches – adapting format as required to fit local needs & preparing full evaluations post activity
• Design and craft programs to enhance consumer engagement and interaction
• Ensure all localised activities and plans are in line with global guidelines and relevant legal requirements
• Track and analyse campaign performance, adjusting strategies as needed to meet KPIs
Budget Management:
• Fully plan, manage, measure & control the Annual A&P budgets in conjunction with the team and review on a regular basis
• Manage and optimize budget to maximize ROI
Collaboration:
• Work closely with commercial team to understand market dynamics and ensure marketing efforts support sales goals
• Partner with other stakeholders within marketing and other teams (from China to APAC / HQ) to maintain a consistent brand narrative across all channels and high-quality standard
• Managing & nurturing direct relationships with agencies to ensure first-class activations
Market Analysis:
• Keeping up to date with market trends & insights & communicating relevant data to the wider team
• Market analysis and insights to identify trends, consumer touchpoints, and competitive activities
• Utilise data-driven insights to personalize marketing efforts and improve customer experience
Team Leadership:
• Lead, mentor, and develop a team of marketing professionals, fostering a culture of creativity and excellence
• Ensure compliance & responsibility when representing Edrington Brands
Your Talent and Skills
• Graduate/degree educated with minimum 8-10 years relevant experience desirable
• Experience of working within emerging markets beneficial
• Experience of managing budgets effectively and a strong commercial mindset or background
• Proven leadership skills and the ability to manage a team
• Strong communication and presentation skills, both written and verbal, with the ability to engage all level audiences
• Strong Initiative and ability to make things happen – with high personal drive and motivation skills
• Ability to work in a cross-cultural environment
• Attention to detail & passion for work
• Negotiation skills and ability to influence
• English a must (strong writing & oral skills)
• Computer literate and competent in Microsoft Office
• Experience in luxury goods and/or the spirits industry or interest in the whisky category would be advantageous
• Experience with Category or space management would be beneficial
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.
