Senior Brand Manager

The Brand Manager – Whisky is responsible for driving the growth, visibility, and profitability of the company’s whisky brand portfolio. The role combines strategic brand building with execution excellence — developing and implementing marketing programs that strengthen brand equity, recruit new consumers, and deliver sustainable market share gains. The ideal candidate is commercially driven, deeply consumer-focused, and able to translate insights into effective marketing and trade activation plans.Brand Strategy & Planning: • Develop and execute the annual brand plan covering positioning, communication, innovation, and trade marketing priorities. • Conduct consumer and market analysis to identify opportunities, trends, and competitive dynamics influencing the whisky category. • Define the brand’s identity, tone, and purpose within the company’s portfolio and ensure alignment with global or regional guidelines. Marketing Execution & Communication: • Lead the development of ATL, BTL, and digital campaigns that drive awareness, trial, and loyalty. • Manage agencies (creative, media, experiential) to deliver strong, insight-led communication materials and activations. • Oversee packaging development, label refreshes, and in-market execution to ensure consistency and impact. Commercial & Trade Performance: • Work with the Commercial and Sales teams to define pricing, distribution, and promotional strategies that enhance competitiveness. • Develop and track brand KPIs including volume growth, market share, rate of sale, and return on marketing investment (ROMI). • Support trade marketing programs to ensure brand visibility and engagement across key channels (on-trade, off-trade, and modern retail). Cross-Functional Collaboration: • Partner with Finance, Operations, and Supply Chain to ensure demand accuracy, stock availability, and cost efficiency. • Work closely with the Innovation and Portfolio teams on line extensions, pack formats, and consumer research. • Represent the brand in internal reviews and leadership updates, providing clear insights and recommendations. Leadership & Capability • Coach and mentor junior marketing staff or interns supporting the brand. • Drive high-performance culture built on creativity, accountability, and excellence in execution.