What makes this a great opportunity?
Suntory Global Spirits is a leading global premium spirits company with a unique portfolio of whisky brands from around the world. We have a new and exciting opportunity to help lead part of the Scotch & Irish Whisky portfolio as Global Brand Director for Laphroaig.
As member of the Laphroaig team you will need a big heart and a bold character. Passionate and creative, you will look to push the single malt category forward and recruit new consumers with bold new brand communication and experiences that transform our approach globally whilst respecting the timeless DNA of the brand. This role leads the global brand team and will be responsible for driving brand growth globally to achieve our vision of establishing Laphroaig as a true icon of single malt.
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You will be a natural collaborator, working cross functionally with teams in finance, pricing, innovation, insights, prestige, digital and local markets, this role sits at the heart of shaping and delivering the strategy for Laphroaig.
Reporting to the Senior Director - Global Scotch & Irish brands, this role will help shape the long-term strategy, in addition to leading the development of the 3-year growth plan and execution of the 1 year plan, working in partnership with local markets. It will also involve management of a team to ensure project goals, timelines and budgets are adhered to as well as the smooth running of the projects across external agencies, internal teams and key markets. In doing so, this role will partner with local teams to deliver our brand goals whilst continually identifying opportunities to improve the quality of delivery.
Role Responsibilities
- Whilst ensuring our mid-term strategy, demand/commercial plan and ops plan remain connected
- Lead (as required) on key projects relating to our brand strategy - for example, reviews of our range architecture, pricing strategy, innovation, CRM etc.
- Ensure regular performance analysis to identify key issues/opportunities. Assess the 'what and why' and make recommendations on actions to resolve or capitalize.
- Lead the annual & 3YR Growth Planning Process, ensuring close partnership with priority local markets and cross-functional teams
- Act as a steward of our brand foundations in building an iconic global brand, with a consistently distinctive DNA, bringing this to life through crafted liquid and iconic design/brand worlds
- Develop the experience platform and programs - ensuring world class assets are delivered in a timely manner according to regional/market need
- Lead the team to ensure brilliant execution through the definition of brand experience guardrails, development of Growth Planning Stimulus, and measurement of implementation/execution through a review of local growth plans with PBMC's and Other key BMCs
- Ensure development of best-in-class experience platform and programs - ensuring world class assets are delivered in a timely manner according to regional/market need
- Coordinate cross functional teams to deliver core brand innovations efficiently and effectively, from initial ideation to concept development and design, to commercialization in market
- Manage BI budget ensuring accurate accounting of spend
- Identify best practices, using them to improve our programs/assets and/or inspire local markets
- Scotch brand team members
- Innovation
- Prestige Team
- Digital teams
- Suntory Global Spirits Commercial markets
- Ops
- Finance
- Global insights
- Visitor Center and Distillery team
- External Agencies: Creative, design, PR
- University educated (Degree in Business/Marketing preferred)
- 10+ years marketing experience
- Experience working with commercial finance team (and an understanding of P&L dynamics)
- Proven experience in managing multi-dimensional projects with multiple inputs and outputs
- Track record of cross-functional team leadership and generating motivation/enthusiasm for break-through marketing
- International Experience
- Strong business acumen and analytical
- Travel may be required - up to 20% of time
- Experience within in premium/luxury Spirits or other luxury sectors
- Strong interpersonal skills - ability to build strong working relationships and work in teams
- Can combine strategic business approach while managing multiple projects
- Capable of challenging and influencing thinking across a broad range of stakeholders
- Good analytical skills - can use data and identify the implications
- Self-starter, proactive and motivated
- Ability to work autonomously
- Comfortable travelling where required