Senior Brand Manager

  • Company: The Glenmorangie Company Ltd.
  • Location: United Kingdom
  • Business group: Wines & Spirits
  • Contract type: Permanent Job
  • Function: Marketing
  • Experience required: Minimum 5 years
  • Reference No.: GLEN00026
  • Date of publication: 2018.09.05


The Senior Brand Manager will contribute to Glenmorangie Brand Plans through the following responsibility areas:

  • Develop and deliver brand equity building programs for global implementation across Moet Hennessy in-market teams
  • Define and develop the brand strategy, including brand range and innovation, to deliver scale growth for the brand

Role model best team behaviours, demonstrating the Glenmorangie Company values in action

Key Responsibilities:

Brand leader

  • Support the development and shaping of the brand strategy, including media strategy.
  • Propose, recommend and implement innovative marketing programmes in accordance with the defined strategy to build brand desirability
  • Ensure continuously that all components of the marketing mix are coherent with the brand positioning and refine where appropriate
  • Ensure the application of fact-based analysis, including leading insight/research interventions as appropriate to the brand activity
  • Lead annual budget planning process and the monthly monitoring, responding to the rigour of regular tracking and reporting.
  • Be a dynamic and passionate ambassador of the Brand always seeking to strengthen Glenmorangie's reputation both internal and externally.

Innovation & Product Development:

  • Support the development of the brand innovation and renovation strategy and pipeline
  • Lead implementation of innovation and renovation developments, including leading cross function workgroups within the Glenmorangie Company, with Markets and design agencies
  • Lead the evaluation of brand innovation/product developments.

Content & Creative Development:

  • Lead the development of brand content, bringing to life the brand purpose to build consumer approval and brand distinctiveness.
  • Lead insight-based evaluation of content pre, during, and post creative development to optimise impact.

Media & Connections Planning:

  • Shape the global media guidelines for the brand, providing support to market teams on their country-level media planning
  • Drive continuous improvement in media analysis and understanding for the benefit of the brand

Market & Competitor Lens

  • Analyze thoroughly marketing plans from top 10 markets and propose relevant recommendations
  • Build value-adding relationships with cross-market teams in order to drive brand performance
  • Analyse and evaluate brand performance in-market, with specific regard to impact of marketing activities
  • Bring an external and competitor landscape perspective to all activities and programme development 


Education: Degree qualified ideally with a marketing background + business school

Languages: English.

Professional experience & know how:

  • At least 7 years' experience with a rounded marketing experience.
  • FMCG and alcoholic drinks sector experience an advantage
  • Experience of working in an international culture

Technical & management skills:

  • Strong marketing skills: brand strategy, product development, advertising communications development and creative development
  • Project leader (excellent project management skills with a proven ability to manage multiple projects simultaneously)
  • Experience leading scale packaging design and/or innovation projects is essential
  • Ability to lead cross functional team and influence senior levels
  • Action oriented, drive for results, customer focus
  • Excellent communication skills, both written and oral
  • Strong product and category knowledge desirable, but not mandatory
  • Ability to credibly represent the brand and product to internal and external audiences

Personal & interpersonal skills:

  • Capacity to deal with ambiguity within a complex environment
  • Strong interpersonal skills, "savvy" within a matrixed organisation
  • Pro-active attitude, must 'take ownership' of projects with a mindset to see them through to the end result
  • Have an understanding of luxury and a strong desire to operate within the luxury world
  • Authentic interest and desire to work within spirits and single malt whisky
  • Socially adaptable, positive attitude, delivers promises
  • Ability to work collaboratively as part of a team
  • Team spirited
  • Gravitas and maturity, appropriate social skills to credibly represent the brand in both professional and social environments
  • Capacity to motivate and excite people (generate enthusiasm)