JOB MISSION:
The Head of Spirits mission is to create long-term value for the Spirits Brands (Glenmorangie, Ardbeg, Belvedere, Volcan, Whistle Pig, Eminente and Sir Davis) in the UK by implementing elevated, consumer-centric, and locally relevant brand strategies, as well as championing executional excellence of all programming and activations in line with the Maison's vision and guidelines and MHUK's business goals.
The primary focus of this role is to build Spirits into a strong second pillar for MHUK. They will be a key member of the wider UK Marketing Community, leveraging their strong spirits background to inspire, whilst leading the Spirits brand team. They will at all times act as Brand Ambassador vis-a-vis trade partners, press, VIPs and other friends of the brand.
STRATEGY
Lead the development of clear annual brand plan/5-year plans, defining strategic choices to meet brand and business targets and in line with Maison (global) strategy. Support choices with defined KPI's. Manage brand portfolio strategies by developing appropriate synergies & differentiation. Establish strong relationships with Maison & Global Spirits teams to influence Maison strategies and global agenda to further support the UK strategic direction. Ensure strong understanding of target consumers, market dynamics, competitive landscape & strategic channels & key customers. Together with Head of Communications, build the role brands play in UK culture to ensure impact and resonance. Ownership of the brands P&L. Understand and respond to the drivers of brand performance, working with Commercial & Finance teams to define the strategy and deliver strong commercial plans. Collaborate with Sales & Finance team set channel objectives ensuring the brands distribution across all strategic channels and customers in the UK, identifying growth areas. Work with Commercial Planning & RGM teams to identify strong revenue and profit opportunities. PERFORMANCE MANAGEMENT
Collaborate with Insights team to maintain ongoing awareness of brand health, consumer insights, trends, category data (IWSR, CGA etc.) disseminating insights into action and sharing with key stakeholders to inform strategies and activations. Monitor brand performance using sales, financial, market and consumer data and recommend appropriate action. Own marketing performance versus KPIs, ensuring effective evaluation of activity to achieve expected ROI, identifying learnings and future optimisations. Support Brand Managers in management of A&P budget on a monthly & quarterly basis to land on target at year end. Fulfil all internal reporting requirements. Work with Sales, RGM & Finance teams to deliver insightful business reviews with Maison/MH Central. PROGRAMMES/BRAND ACTIVATION
Be the go-to person for consumer activations targeting the consumer of Spirits brands. Support brand teams to deliver elevated local experiences using 360 thinking, that resonate the brand DNA and purpose, inspired by global brand platforms. Support brand teams to, together with sales, develop channel-relevant and consumer-centric activities that drive rate of sale/support key visibility opportunities of the highest quality execution. Be accountable for the brand team's delivery of exceptional experiences. Delivering excellence from concept creation to agency briefing, implementation and evaluation. Ensure timely delivery of programmes, within agreed budget and to the expected level of excellence in accordance with brand values. TEAM/STAKEHOLDERS
Manage and develop the Spirits team. Recognise individual and team contributions, develop people, and transmit savoir-faire. Empower people through the embodiment of MH values. Establish and maintain a solid, trustworthy relationship with key Maison, MH Central & MHEMEA stakeholders. Manage excellent working relationships with all cross-functional teams and external agencies to ensure timely excellence in delivery of projects and follow-up on reporting of performance and key learnings. OTHER
In support of the Marketing & Communications Director, collaborate with the wider marketing team to ensure marketing strategies are integrated and aligned with Company business objectives. Actively contribute to the Marketing Steerco at MHUK. Regularly spend time in trade, building relationships with influential industry individuals and key accounts. Languages:
Fluent English
Professional experience:
Strong experience with a broad view of spirits marketing (minimum 10 years of experience) Previous experience in the UK drinks industry, and or/luxury industry in strategic and operational roles Track record in management and development of teams.
Personal & interpersonal skills:
Strong leadership skills, thriving on challenges. Passionate, creative and with drive for innovation Excellent interpersonal communication and presentation skills and experience collaborating with multiple internal and external teams and navigating cultural differences. Strong organisational skills & attention to detail. Proactive and solution driven, a mindset which sees and seizes opportunities for the brands. Able to adapt to the ever-changing environment with strong sense of perseverance & resilience.
Technical & professional skills:
Numerate and commercially aware Financial & business acumen Digitally savvy WSET Spirits Level 2/3, or relevant sommelier/trade experience, is a plus.
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The Head of Spirits mission is to create long-term value for the Spirits Brands (Glenmorangie, Ardbeg, Belvedere, Volcan, Whistle Pig, Eminente and Sir Davis) in the UK by implementing elevated, consumer-centric, and locally relevant brand strategies, as well as championing executional excellence of all programming and activations in line with the Maison's vision and guidelines and MHUK's business goals.
The primary focus of this role is to build Spirits into a strong second pillar for MHUK. They will be a key member of the wider UK Marketing Community, leveraging their strong spirits background to inspire, whilst leading the Spirits brand team. They will at all times act as Brand Ambassador vis-a-vis trade partners, press, VIPs and other friends of the brand.
STRATEGY
Lead the development of clear annual brand plan/5-year plans, defining strategic choices to meet brand and business targets and in line with Maison (global) strategy. Support choices with defined KPI's. Manage brand portfolio strategies by developing appropriate synergies & differentiation. Establish strong relationships with Maison & Global Spirits teams to influence Maison strategies and global agenda to further support the UK strategic direction. Ensure strong understanding of target consumers, market dynamics, competitive landscape & strategic channels & key customers. Together with Head of Communications, build the role brands play in UK culture to ensure impact and resonance. Ownership of the brands P&L. Understand and respond to the drivers of brand performance, working with Commercial & Finance teams to define the strategy and deliver strong commercial plans. Collaborate with Sales & Finance team set channel objectives ensuring the brands distribution across all strategic channels and customers in the UK, identifying growth areas. Work with Commercial Planning & RGM teams to identify strong revenue and profit opportunities. PERFORMANCE MANAGEMENT
Collaborate with Insights team to maintain ongoing awareness of brand health, consumer insights, trends, category data (IWSR, CGA etc.) disseminating insights into action and sharing with key stakeholders to inform strategies and activations. Monitor brand performance using sales, financial, market and consumer data and recommend appropriate action. Own marketing performance versus KPIs, ensuring effective evaluation of activity to achieve expected ROI, identifying learnings and future optimisations. Support Brand Managers in management of A&P budget on a monthly & quarterly basis to land on target at year end. Fulfil all internal reporting requirements. Work with Sales, RGM & Finance teams to deliver insightful business reviews with Maison/MH Central. PROGRAMMES/BRAND ACTIVATION
Be the go-to person for consumer activations targeting the consumer of Spirits brands. Support brand teams to deliver elevated local experiences using 360 thinking, that resonate the brand DNA and purpose, inspired by global brand platforms. Support brand teams to, together with sales, develop channel-relevant and consumer-centric activities that drive rate of sale/support key visibility opportunities of the highest quality execution. Be accountable for the brand team's delivery of exceptional experiences. Delivering excellence from concept creation to agency briefing, implementation and evaluation. Ensure timely delivery of programmes, within agreed budget and to the expected level of excellence in accordance with brand values. TEAM/STAKEHOLDERS
Manage and develop the Spirits team. Recognise individual and team contributions, develop people, and transmit savoir-faire. Empower people through the embodiment of MH values. Establish and maintain a solid, trustworthy relationship with key Maison, MH Central & MHEMEA stakeholders. Manage excellent working relationships with all cross-functional teams and external agencies to ensure timely excellence in delivery of projects and follow-up on reporting of performance and key learnings. OTHER
In support of the Marketing & Communications Director, collaborate with the wider marketing team to ensure marketing strategies are integrated and aligned with Company business objectives. Actively contribute to the Marketing Steerco at MHUK. Regularly spend time in trade, building relationships with influential industry individuals and key accounts. Languages:
Fluent English
Professional experience:
Strong experience with a broad view of spirits marketing (minimum 10 years of experience) Previous experience in the UK drinks industry, and or/luxury industry in strategic and operational roles Track record in management and development of teams.
Personal & interpersonal skills:
Strong leadership skills, thriving on challenges. Passionate, creative and with drive for innovation Excellent interpersonal communication and presentation skills and experience collaborating with multiple internal and external teams and navigating cultural differences. Strong organisational skills & attention to detail. Proactive and solution driven, a mindset which sees and seizes opportunities for the brands. Able to adapt to the ever-changing environment with strong sense of perseverance & resilience.
Technical & professional skills:
Numerate and commercially aware Financial & business acumen Digitally savvy WSET Spirits Level 2/3, or relevant sommelier/trade experience, is a plus.
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