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Brand Education and Prestige Manager - The Macallan - New York, NY

Ref: 442 Date Posted: Thursday 27 Jun 2019
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The Macallan is the world’s finest and most admired single malt Scotch whisky brand. The Macallan Brand Education and Prestige Manager will inspire and recruit consumers through category and brand education, as well as engage with collectors, trade and HNWI to amplify and maximize impact of The Macallan Prestige portfolio. This individual is an all-around business manager with P&L responsibility over The Macallan Prestige range of expressions (Macallan 21yo and above) as well leading all brand education efforts for The Macallan in the Americas. Education focus includes establishing and maintaining a solid and engaged community of Brand Ambassadors across the Americas and lead best in class brand education program and continuous development and use of The Macallan Academy.

Job Responsibilities

  • The Brand Education and Prestige Manager will represent a steward of The Macallan brand who supports the brand and Prestige-specific vision and position, while achieving overall business and profit goals. 
  • Understand and communicate The Macallan unique selling propositions to inspire key stakeholders, customers and consumers


  • Raise awareness and ensure front of mind presence for the Macallan Prestige within the Americas organization, wholesalers and trade
  • Work under the coordination of Brand Director and in alignment with Brand Manager and Global Prestige team on the development of business strategies, annual marketing plans, activation/focus calendar, annual PR programs, comms, social media and budget for the prestige lineup ensuring seamless brand integration. Develop yearly PR, communication and activation strategies to increase the brand luxury halo through Prestige expressions
  • Full business management (P&L) for The Prestige variants in order to ensure yearly target is achieved. Allocation management in coordination with Operations and Regions, innovation implementation, demand and distribution planning and reporting, monthly performance reports, identification of issues and opportunities
  • Custom program development and strategic partnerships
  • Work with Key City Manager on Spiritual Homes support
  • HNW & Collector relationship management
  • Translate global strategy into commercial opportunities

Brand Education and Media/PR:

  • Be The Macallan authority on the brand and whisky category. Work with PR agency to engage and build relations with key national media outlets. Represent the prestige expressions in TV interviews and other public engagements
  • Lead The Macallan Brand academy continuous development, improvements and engagement across internal and external stakeholders
  • Training of EA, distributor and trade in driving The Macallan prestige visibility, sales and distribution
  • Build and maintain network of HNWI that can be utilized as source of contacts for PR for The Macallan when special SKUs are launched.
  • Represent The Macallan at key trade and consumer events

National Brand Ambassador program coordination in USA/Canada:

  • Train and coach The Macallan National Brand Ambassadors
  • Establishes and coordinates yearly work plans and targets/KPIs
  • Tracks, reports and improves program efficiency based on KPIs
  • BA budget management (inc sampling budget)
  • Provides tools and guidance extending to LBAs and regional BAs across Americas

Knowledge, Skills & Core Competencies Required

  • Bachelor’s in Marketing
  • 5+ years of consumer marketing experience
  • Experience working in luxury organization
  • Keen understanding and discerning eye for aesthetics of ultra-premium category
  • Alcohol beverage industry background required
  • Excellent networker and relationship builder in collector, Ultra HNW circles
  • Strong Whisky category knowledge
  • Media trained professional with public speaking and on-camera experience
  • Ability to lead and develop talent
  • Must be digital and social media savvy
  • Strong budgeting and analytical skills – ability to analyse depletion data
  • Proficiency in Microsoft Office
  • Excellent interpersonal and communications skills
  • Spanish-speaking, a plus
  • Must be at least 21 years of age
  • Must be able to work in the US
  • Must be able to perform work-related travel (approximately 20%)
  • In this position you should be able to demonstrate the leadership standards (Inspire, Change, Collaborate, Engage and Deliver) within your role on a day-to-day basis

Benefits & Perks

  • Competitive salary
  • 100% employer paid premium medical, vision, and dental coverage
  • 401k with company match
  • Flexible Spending Account
  • 100% employer paid premium long and short term disability
  • 100% employer paid premium life insurance and AD&D insurance
  • Additional life insurance options
  • Flex time
  • 13 Paid Holidays
  • 25 PTO Days
  • Summer Fridays Program
  • Employee Assistance Program
  • Generous employee referral program
  • Discounts platform access 
  • Paid parental leave
  • Pre-tax parking/commuter benefit

Edrington provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability or genetics. In addition to general legal requirements, Edrington complies with applicable federal, state and local laws governing non-discrimination in employment in every location in which the company has facilities. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.