JOB MISSION
The Senior Brand Manager Glenmorangie & Ardbeg's objective is to create long-term value for the brand by contributing to the implementation of an innovative, consumer-centric brand marketing strategy, relevant for the UK market, crafting exceptional experiences in line with the Maison's vision and guidelines. They will orchestrate and implement UK strategy and activations reaching targeted audiences across all relevant touchpoints delivering excellence with impact. 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 a clear annual brand plan, defining strategic choices to meet brand and business targets and in line with Maison (global) strategy. Support the choices with defined KPI's. Work closely with the Head of Spirits to influence Maison strategies and align on UK strategic direction short-, medium- and long-term strategies. Ensure a strong understanding of the target consumers, market dynamics, competitive landscape and strategic channels and key customers. Act as a brand champion, responsible for communication and custodianship of brand strategies internally, and influence the commercial agenda of the brand in line with the brand objectives. PERFORMANCE MANAGEMENT
Collaborate with the Insights Team to maintain ongoing awareness of brand health, consumer insights and trends, disseminating the insights into action and sharing with key stakeholders to inform activity. Monitor brand performance using sales, financial, market and consumer data and recommend appropriate action where required. Evaluate and report back on performance and ROI of each programme, identifying learnings and future optimisations. Manage brand A&P budget on a monthly basis ensuring effective and accurate budget management including administration of all invoices, monthly accruals and budget trackers. Work with Sales, Revenue Growth Management and Finance teams to deliver insightful business reviews with Maison. PROGRAMMES / BRAND ACTIVATION
Inspired by the global brand platforms, curate elevated local experiences using 360 thinking, that resonate the brand DNA and purpose. Craft exceptional experiences that surprise and delight our customers and consumers. Delivering excellence from concept creation to agency briefing, implementation and evaluation. Collaborate with the Sales team to jointly develop channel-relevant and consumer-centric activities that drive rate of sale or support key visibility opportunities of the highest quality execution. Liaise hand in hand with Communications Team to define and implement integrated and culturally relevant 360 communication strategies, which support key brand programmes and flagship trade activations. Ensure all programmes are delivered on time, within agreed budget and to the expected level of excellence in accordance with the brand values. Support the Sales Teams with compelling customer proposals to win new deals/resigns. TEAM/STAKEHOLDERS
Manage and develop the Junior Brand Manager Glenmorangie & Ardbeg. Coaching and supporting to enable them to gain the necessary skills to successfully manage their project's goals, strategy, timelines, budgets as well as guiding them in their own professional development. Establish and maintain a solid, trustworthy relationship with key Maison (global team) and MH EMEA stakeholders. Inspire, motivate, and manage excellent working relationships with all cross-functional teams and external agencies to ensure timely excellence in delivery of agreed projects and follow-up on reporting of performance and key learnings. OTHER
Be the custodian of the brand DNA, Consumer Proposition, Tone of Voice and Look and Feel. Develop and deliver brand presentations to internal and external stakeholders, including retailers, agencies, and internal teams, sharing the brand vision and plan. Oversee POSM orders, management, and usage, including regular strategic reviews of inventory. Regularly spend time in trade, building stakeholder relationships in key accounts. Supporting sales team to spot opportunities for commercial growth of the brand. Fulfil all internal reporting requirements. Languages
Fluent English
Professional experience:
Minimum 7+ years of brand management experience Spirits / UK drinks industry experience preferred
Required skills:
Organised and structured, capable of dealing with several tasks and deadlines simultaneously Proactive and solution driven with strong sense of perseverance & resilience Excellent interpersonal communication and presentation skills Strong leadership skills and experience collaborating with multiple internal and external teams Passionate, creative and with drive for innovation A demonstratable growth mindset which sees and seizes opportunities for the brand, able to adapt to the ever-changing environment Results driven, with strong commercial orientation and a deep understanding of the marketing and sales relationship Strong interest in digital, passionate about content and communication An inherent passion for spirits, cocktail culture, and exciting and dynamic UK bar scene WSET Spirits Level 2/3 is a plus
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The Senior Brand Manager Glenmorangie & Ardbeg's objective is to create long-term value for the brand by contributing to the implementation of an innovative, consumer-centric brand marketing strategy, relevant for the UK market, crafting exceptional experiences in line with the Maison's vision and guidelines. They will orchestrate and implement UK strategy and activations reaching targeted audiences across all relevant touchpoints delivering excellence with impact. 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 a clear annual brand plan, defining strategic choices to meet brand and business targets and in line with Maison (global) strategy. Support the choices with defined KPI's. Work closely with the Head of Spirits to influence Maison strategies and align on UK strategic direction short-, medium- and long-term strategies. Ensure a strong understanding of the target consumers, market dynamics, competitive landscape and strategic channels and key customers. Act as a brand champion, responsible for communication and custodianship of brand strategies internally, and influence the commercial agenda of the brand in line with the brand objectives. PERFORMANCE MANAGEMENT
Collaborate with the Insights Team to maintain ongoing awareness of brand health, consumer insights and trends, disseminating the insights into action and sharing with key stakeholders to inform activity. Monitor brand performance using sales, financial, market and consumer data and recommend appropriate action where required. Evaluate and report back on performance and ROI of each programme, identifying learnings and future optimisations. Manage brand A&P budget on a monthly basis ensuring effective and accurate budget management including administration of all invoices, monthly accruals and budget trackers. Work with Sales, Revenue Growth Management and Finance teams to deliver insightful business reviews with Maison. PROGRAMMES / BRAND ACTIVATION
Inspired by the global brand platforms, curate elevated local experiences using 360 thinking, that resonate the brand DNA and purpose. Craft exceptional experiences that surprise and delight our customers and consumers. Delivering excellence from concept creation to agency briefing, implementation and evaluation. Collaborate with the Sales team to jointly develop channel-relevant and consumer-centric activities that drive rate of sale or support key visibility opportunities of the highest quality execution. Liaise hand in hand with Communications Team to define and implement integrated and culturally relevant 360 communication strategies, which support key brand programmes and flagship trade activations. Ensure all programmes are delivered on time, within agreed budget and to the expected level of excellence in accordance with the brand values. Support the Sales Teams with compelling customer proposals to win new deals/resigns. TEAM/STAKEHOLDERS
Manage and develop the Junior Brand Manager Glenmorangie & Ardbeg. Coaching and supporting to enable them to gain the necessary skills to successfully manage their project's goals, strategy, timelines, budgets as well as guiding them in their own professional development. Establish and maintain a solid, trustworthy relationship with key Maison (global team) and MH EMEA stakeholders. Inspire, motivate, and manage excellent working relationships with all cross-functional teams and external agencies to ensure timely excellence in delivery of agreed projects and follow-up on reporting of performance and key learnings. OTHER
Be the custodian of the brand DNA, Consumer Proposition, Tone of Voice and Look and Feel. Develop and deliver brand presentations to internal and external stakeholders, including retailers, agencies, and internal teams, sharing the brand vision and plan. Oversee POSM orders, management, and usage, including regular strategic reviews of inventory. Regularly spend time in trade, building stakeholder relationships in key accounts. Supporting sales team to spot opportunities for commercial growth of the brand. Fulfil all internal reporting requirements. Languages
Fluent English
Professional experience:
Minimum 7+ years of brand management experience Spirits / UK drinks industry experience preferred
Required skills:
Organised and structured, capable of dealing with several tasks and deadlines simultaneously Proactive and solution driven with strong sense of perseverance & resilience Excellent interpersonal communication and presentation skills Strong leadership skills and experience collaborating with multiple internal and external teams Passionate, creative and with drive for innovation A demonstratable growth mindset which sees and seizes opportunities for the brand, able to adapt to the ever-changing environment Results driven, with strong commercial orientation and a deep understanding of the marketing and sales relationship Strong interest in digital, passionate about content and communication An inherent passion for spirits, cocktail culture, and exciting and dynamic UK bar scene WSET Spirits Level 2/3 is a plus
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