Regional Senior Marketing Manager, The Macallan, APAC

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.

Embrace Excellence

Reporting to the Regional Marketing Director, APAC the Regional Senior Marketing Manager will work in close partnership with the Regional Insights, Education and Private Client teams as well as the Heads of Marketing and their teams in the key APAC markets.

The role is responsible for shaping and ensuring the effective implementation of the global marketing strategy across the key markets in APAC ensuring regional insights and needs are taken into consideration. The role will oversee the strategic brand planning across the region ensuring that we continue to drive brand equity, maintain our leadership position, recruit and retain the target consumers, and ensure executional excellence and consistency across all activations. The role is also responsible for evaluation of the key marketing activities and brand investment budgets regionally, ensuring best practices and learnings are captured and strategies adapted to reflect these insights. The role has responsibility for several strategically important areas including Media and Communications, Experiential, New Product Launches and On & Off Trade Visibility and Activations.

Make an Impact

• Work with the Regional Insights, Education, Private Client teams to develop region-specific marketing strategies and plans that align with the overall brand and business objectives.
• Lead the annual Growth Planning process working closely with both Global and Markets.
• Support the Regional Private Client Lead on defining strategies to drive HNWI acquisition.
• Define the Regional Paid/Owned/Earned strategy and ensure local market alignment.
• Work with local markets on developing their respective local experiences ensuring that we continue to build brand equity, deliver an elevated consumer experience with executional excellence and drive recruitment of new consumers.
• Lead regional product launch activations including ensuring the markets have the right material to launch (samples, guidelines, distribution strategy, etc…)
• Work with Education Manager to ensure delivery of education material for all new NPDs.
• Collaborate with local markets to define innovative activation strategies for both the on and off-trade which enhance the consumer experience at point of sale and drive rate of sale.
• Lead creation of any regionally developed Visibility Tools working closely with procurement to ensure budgets and sustainability KPIs are respected.
• Support local markets with activation ideas to drive traffic, increase consumer engagement and recruitment and drive sales.
• Build internal capability to ensure continued elevation of our brand building strategies and driving luxury standards.
• Support the Japan Marketing Lead with the overall Japan strategy and more specifically co-manage Media, PR and Consumer Experiences.
• Collaborate with cross-functional teams including global marketing, local marketing, regional digital, regional private client, commercial, financial to ensure alignment and synergy.

Your Talent And Skills

• Bachelor’s degree, MBA or advance degree in Management or Marketing preferred.
• Fluent English required, both verbal and written. Mandarin is a plus.
• High affinity with luxury products, and knowledge of/ experience with “premium” (online and offline) brand executions.
• Strong experience in media strategy and planning, integrated experience in working with a mix of traditional and digital media. Knowledge of the Asian specific platforms is a plus.
• Commercially driven and able to demonstrate a successful track record in the achievement of targets & objectives.
• Previous team management responsibility.
• Strong power-point and presentation skills.
• Project management and ability to handle a multitude of projects at one time.
• Good commercial sense and results oriented.

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.