Sr. Brand Manager, The Macallan

**Requisition Id**:1586**Location**:Mexico, Mexico State, 05120About Edrington
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 The Famous Grouse Blended Scotch Whisky, Brugal premium rum from the Dominican Republic and Noble Oak American Whiskey. Edrington also has strategic partnerships for No.3 London Dry Gin, and Wyoming Whiskey.
Edrington is headquartered in Scotland with global presence in its wholly owned and joint venture companies. We own our route to market in 15 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 £301 million to charitable causes in Scotland since 1961. Our business is underpinned by the Edrington values of giving, respect, integrity and excellence.
Hay Grade
Position Summary
The Macallan is the world’s finest and most admired single malt Scotch whisky brand with a vision to establish The Macallan as the Ultimate Luxury Spirit. The Macallan Brand Manager in Mexico is a key part of the Marketing Team and will be responsible for leading and delivering uncompromised excellence in execution, through an enhanced lens of luxury. The Macallan in Mexico is the Single Malt absolute leader and this position is accountable and responsible for the highest Revenue.
With the guidance of the Macallan Brand Director and working together with the regional Macallan marketing team, the Brand Manager will be primarily responsible for executing and contributing to the development of brand growth plans and marketing strategies, executions of marketing programs and activities and securing sustainable growth in revenue, profit and consumer metrics. Ensuring A&P is spent properly and kept within budget will be a key part of the role.
This role will inspire and work with the wider commercial team and hand on hand with the DTC team to ensure all activities are executed in line with The Macallan Brand DNA and luxury standards. This individual will manage the National Brand Ambassador who will engage and build strategic partnerships with top influencer groups, consumers, and media by bringing The Macallan “world” to life in their key city. This role is also key to influence the BS & Market managers to build on the brand.
Job Description
- Be The Macallan brand custodian for Mexico, ensuring brand standards are clearly communicated, upheld and executed with excellence. Educating and correct where necessary to promote commercial excellence principles and luxury behaviours.
- Aligned to Global Brand Team and Americas Regional Team, lead the development of brand growth marketing strategy across different stages of the consumer journey, and implementation of innovation launch plans and activation programs for The Macallan, communication strategies (above the line, social media, PR, CRM, etc.) driving brand awareness, saliency and profitable growth for the Brand.
- Manage e-commerce strategy in collaboration with the e-commerce team, ensuring assets used are in line with global and regional strategy.
- Support Commercial Team with marketing tools, leveraging global assets ex. Product Sell Sheets and assets, launch directives, training materials, consumer event support, etc.
- Create Brand Ambassador & Brand Specialists activation plans and KPIs with clear guidelines for their scope of work in each key city.
- Report on and understand category trends and competitor activity (both commercial but also communication, launches, social media, etc.) and support participation in strategy processes.
- Support Proximity Market activation plans through partnership management, media, PR, etc.
- Support post-launch analysis with sell-in and sell-out data, trade and consumer feedback, market activation KPIs to identify learnings for improvement.
- Working with Trade Marketing Manager provide merchandizing guidelines and training to the merchandizing agency.
- Uses consumer & purchaser journey to fuel strategy & planning work. Continuously looking for actionable insights. Obsesses about competition & route to consumer to stay ahead.
Skills and Experience
- Minimum of 7+ years’ marketing experience in luxury goods and services or the food and beverage industry.
- Excellent oral and written communication skills are essential; must be comfortable interacting with internal and external leadership.
- Agency management skills, clear briefing, and communication skills.
- Strong negotiation skills.
- _Fluent in English_
- Must be able to work and develop relationships in a cross-functional team and lead/influence stakeholders.
- Creative problem solver, solution oriented.
- Possess excellent project management and time management skills.