Global Brand Public Relations Manager, Scotch & Irish - Glasgow

What makes this a great opportunity?

The Global Brand Public Relations team operates as an in-house agency, supporting all the brands within the Beam Suntory Portfolio. Reporting to the Senior Director of Global Brand Public Relations in New York, with a dotted line into the VP Marketing, Global Scotch & Irish Brand House in Glasgow, Scotland, the Manager is embedded in the Global Brand House and is responsible for delivering breakthrough public relations campaigns that bring the Global Brand House Strategy to life through significant and impactful earned media results.


As a strategic partner to Global and Regional Brand Marketing teams, the Manager leads the development of global public relations strategies with guidelines and toolkits for regional execution and provides oversight of customer and press event execution in the U.K. and around the world. Working closely with cross-functional partners, the Manager is responsible for elevating the brands within the portfolio, and for best practice sharing as the team’s Regional liaison for all media and special events and providing an educated POV of market and cultural nuances.


This individual is strategic, plugged into culture, has a strong network, is an events and media expert with a sophisticated knowledge of cultural trends and nuances ensuring relevance, and best in class results.


The Manager is responsible for managing agency partners, and cultivating strategic partnerships through endorsements with celebrities, influencers, and brand integration where appropriate. These partnerships must resonate globally, be brand relevant and elevate the brand messaging through earned media channels.

This role requires a motivated self-starter, a strong writer and communicator, a natural team player, a strategic and creative leader with a strong understanding, experience and passion for inserting brands into culture.

Role Responsibilities

  • Develop global public relations strategies with guidelines and toolkits and drive programs and events in support of annual brand plans and strategic brand growth drivers and objectives
  • Develop news-worthy pitches, content and media angles that generate coverage in traditional, digital and social media platforms.
  • Maintain strong, positive consumer and trade media relations on behalf of the brands and company, cultivating relationships with key journalists and influencers. Strong understanding of Global media
  • Develop and maintain relationships with key influencers and tastemakers and integrate into strategies where relevant
  • Collaborate with digital and social media teams to ensure an integrated approach in driving brand visibility.
  • Effectively manage public relations agencies on assigned brands throughout all phases, from creative development through program execution and evaluation.
  • Prepare public relations budgets in conjunction with yearly planning process and program development. Manage approved budgets.
  • Write media releases, correspondence, speeches, and presentations on assigned brands and Company issues. Contribute to Company intranet, extranet and social channels with content in collaboration with Corporate Communications team.
  • Oversight of regional and special event execution around the globe for both press and customer.
  • Work with key spokespeople to facilitate press and event needs including messaging, speeches, schedules and product needs.
  • Media measurement, ensuring campaigns are meeting objectives, and communicating results internally.
  • Collaborate with Corporate Communications team to develop corporate campaigns for brands including Spokesperson media training, external and internal corporate communications, C-Suite briefings, etc.


  • 8-10 years luxury / consumer brand PR experience preferably in a global role in agency or in-house; spirits background a plus but not required
  • Proven track record of delivering best in class PR campaigns
  • Excellent verbal and written communication
  • Understanding of global cultures, traditions and consumer mind set
  • High taste level and understanding of luxury and consumer brands and their audiences
  • Experience with events of all size, both press and customer
  • Connected to key influencers, tastemakers, and industry decision makers
  • Strong media relations and deep understanding of a variety of media channels
  • Articulate speaker with great presentation skills
  • Ability to represent brands (internally/externally) across all levels of the organization
  • Process oriented with strong budget planning
  • Collaborative style, works well in cross-functional teams to build consensus
  • Global viewpoint with ability to think cross-culturally
  • Strong stakeholder management skills.  Ability to work across a matrixed organization.
  • Proven ability to juggle multiple tasks and projects and thrive in a rapid-paced, constantly changing environment
  • Understanding of a highly regulated industry a plus
  • Office-based role with flexibility to work remotely up to 40% of the time, travel up to 20% of the time
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