Description
Position 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 Maisons vision and guidelines and MHUKs 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 while 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.
Job Responsibilities
STRATEGY
- Lead the development of clear annual brand plan/5-year plans, defining strategic choices to meet brand and business targets in line with Maison (global) strategy. Support choices with defined KPIs.
- 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 drivers of brand performance working with Commercial & Finance teams to define strategy and deliver strong commercial plans.
- Collaborate with Sales & Finance team set channel objectives ensuring 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 sharing them with key stakeholders to inform strategies activations.
- Monitor brand performance using sales financial market consumer data recommend appropriate action.
- Own marketing performance versus KPIs ensuring effective evaluation activity achieve expected ROI identifying learnings future optimisations.
- Support Brand Managers in management A&P budget on a monthly quarterly basis land on target at year end.
- Fulfil all internal reporting requirements. Work Sales RGM Finance teams deliver insightful business reviews Maison/MH Central.
PROGRAMMES/BRAND ACTIVATION
- Be go-to person for consumer activations targeting consumers Spirits brands.
- Support brand teams deliver elevated local experiences using 360 thinking that resonate brand DNA purpose inspired global platforms.
- Support brand teams together sales develop channel-relevant consumer-centric activities drive rate sale/support key visibility opportunities highest quality execution.
- Be accountable for delivery exceptional experiences delivering excellence from concept creation agency briefing implementation evaluation.
- Ensure timely delivery programmes within agreed budget expected level excellence accordance values.
TEAM/STAKEHOLDERS
- Manage develop Spirits team recognise individual team contributions develop people transmit savoir-faire empower people through embodiment MH values.
- Establish maintain solid trustworthy relationship key Maison MH Central MHEMEA stakeholders manage excellent working relationships cross-functional teams external agencies ensure timely excellence delivery projects follow-up reporting performance key learnings.
OTHER
In support Marketing Communications Director collaborate wider marketing team ensure marketing strategies integrated aligned Company business objectives actively contribute Marketing Steerco at MHUK regularly spend time trade building relationships influential industry individuals key accounts.
Profile
Languages: Fluent English
Professional Experience:
Strong experience broad view spirits marketing (minimum 10 years experience) previous experience UK drinks industry luxury industry strategic operational roles track record management development teams.
Personal Interpersonal Skills:
Strong leadership skills thriving challenges passionate creative drive innovation excellent interpersonal communication presentation skills experience collaborating multiple internal external teams navigating cultural differences strong organisational skills attention detail proactive solution driven mindset sees seizes opportunities brands able adapt ever-changing environment strong sense perseverance resilience.
Technical Professional Skills:
Numerate commercially aware financial business acumen digitally savvy WSET Spirits Level 2/3 or relevant sommelier/trade experience is a plus.
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