PR & Influencer Manager
Shanghai, CN
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.
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
China is set to be the No.1 growth engine for Edrington in Asia Pacific for the future. The targeted step-change of The Macallan brand performance in the market will require best in class execution on all fronts to deliver and ensure excellence at every touchpoint.
This PR position is playing a significant role within the marketing team, that will develop a new practice to drive the PR communications and influencer strategies and implement with solid action plans to drive the success on brand building and support the overall business achievements.
Make an Impact
Branding, Planning & Execution
• Develop and lead the PR & influencer strategies and planning in the marketing team for The Macallan and Estate brands.
• Operate to the aligned brand building roadmap to deliver public relations objectives that grow and enhance awareness and brand power.
• Drive and implement PR communication and influencer strategies with excellent execution plans to achieve brand building and business objectives.
• Develop in collaboration with APAC Regional Marketing team and Global communications team the annual PR and Influencer plans and is responsible for implementation within the market to deliver business/functional goals and KPIs to support business growth and drive brand power.
• Seamless collaborations with key stakeholders within marketing team and other functional departments to drive synergy and consistency on content development, message, and localization of global assets with full compliance to marketing code and integrated across all platforms.
• Champion and lead the influencer strategy in China by building, maintain and strengthen relationships with key celebrity/ influencers, maintain solid database and continue to grow and enhance among the diversified dimensions.
• Contribute to and support the transcreation of strategic, relevant, and impactful brand, product (NPDs) and business narratives to strengthen plans and uplift brand power.
• Drive communication success to elevate the brands to new levels.
Strategic Business Partnerships
• Build strong internal collaborative relationships with cross-functional regional and market leadership, team members (with a particular focus on marketing, digital communication, e-Commerce, commercial, legal), and stakeholders to provide thought-leadership, counsel, and support to drive effective and impactful public relations activities both regionally and in market.
• Manage and build strong relationship with external vendors, agencies, key media partners, KOLs and Influencers.
Issues and Reputation Management
• Be aware of and advise regional office and relevant department head of potential issues (social, political, economic, regulatory, environment, logistical) affecting the market, providing relevant solutions with constructive suggestions, and required key messaging.
• Drive and manage reputation / crisis management scheme with clear mapping, up-to-date studies, regular upgrade and lead both internal and external communications.
Illustrative Dimension
• Annual The Macallan & other Estate brands Growth Plans
• Annual budget plan (ZBB, Track, Reports)
• Plan, design and coordinate all required communication tools ensuring needs are fed into the global/ regional create process
Your Talent and Skills
• Bachelor’s degree or above, Major in Public Relations, Marketing, Media or other related fields
• 12 years + of experience in PR Communications, with a specific focus on External Communications and Public Relations, and influencer/KOL management
• Experience in and demonstrated ability working effectively
• Multi-national corporate experience in the luxury or retail industry, as well as agency background as an asset
• Media, KOL/influencer contacts, and established relationships across China as an asset
• Knowledge of media platforms and experience working with influencers and KOLs
• Excellent communication and presentation skills
• Strong ability to work independently, multi-task and prioritize responsibilities
• Fluent written and oral communication skills in Chinese/English
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.
A Place For Everyone
We’re proud of our inclusive culture – where unique experiences, ideas and perspectives are celebrated. We want everyone to feel respected and empowered to contribute to our success.
Get involved. From colleague networks like Balance, Pride and Kick-Start to inclusion allies and DE&I champions, we encourage our people to be curious, get involved and help us make change happen.
