Head of Brand Advocacy - Rothes

Head of Brand Advocacy, The Glen Grant

Campari Group today is a major player in the global branded spirits industry, with a portfolio of over 50 premium and super premium brands, marketed and distributed in over 190 markets around the world, with leading positions in Europe and the Americas.

 

Headquartered in Milan, Italy, Campari Group owns 22 plants worldwide and has its own distribution network in 22 countries, and employs approximately 4,000 people.

 

Shares of the parent company Davide Campari – Milano N.V. are listed on the Italian Stock Exchange since 2001. Campari Group is today the sixth-largest player worldwide in the premium spirits industry.

General Description of the Role

 

We are seeking an experienced and dynamic individual to lead our brand advocacy efforts for The Glen Grant, our esteemed Speyside single malt brand. The Head of Brand Advocacy will be responsible for developing and executing education and advocacy strategies to elevate brand awareness, engage consumers, raise the premium perception of the brand and foster brand loyalty worldwide.

 

Responsibilities

 

 

1. Strategic Planning: Develop and implement comprehensive brand advocacy strategies aligned with the brand’s overall objectives and values.

 

2. Education and Training: Set the strategy and develop educational programs and training materials for internal brand ambassador teams, trade partners, and consumers to deepen understanding and appreciation of the brand.

 

3. Brand Ambassador Management: Oversee and support a team of brand ambassadors across all key markets, providing strategic education guidance, training, and resources to ensure consistent messaging and representation of the brand.

 

4. Relationship Building: Cultivate and maintain strong relationships with key stakeholders including High Net Worth Individual (HNWI) clients, key consumers and trade partners to strengthen brand loyalty and amplify brand visibility and credibility. These relationships will be built during global travel to The Glen Grant key markets, and at our spiritual home and Visitor Centre in Speyside, Scotland.

 

5. Brand Education Events: Conceptualize, plan, and execute The Glen Grant’s own impactful events and activations that showcase the brand’s liquid superiority, heritage, craftsmanship, and unique attributes. Represent the distillery at leading industry events

 

6. Media representative: Represent the brand and curate relationships with global media, including influencers and media outlets, in conjunction and supported by the Global Spirits Communication Manager.

 

7. Content Development: Collaborate with the global marketing team (GSM team) in New York to create compelling and authentic product and brand content as part of The Glen Grant innovation pipeline, to be utilized by Campari media team across various platforms including social media, digital channels, and traditional media.

 

8. Budget Management: Manage the brand advocacy budget effectively, ensuring resources are allocated strategically to maximize ROI.

 

 

Role Reporting

 

The Head of Brand Advocacy, The Glen Grant will report to The Glen Grant Master Distiller, and functionally to the Global Senior Director, Scotch & Jamaican Rums.

 

Key Relationships

 

Internal: The Glen Grant Master Distiller, Global Scotch Whisky Director and Brand Manager, Global Senior Director Scotch & Jamaican Rums, The Glen Grant brand ambassadors in key markets, Global Spirits Communications Manager

 

External: HNWI clients, customers, consumers, media

 

 

Education/Professional Qualifications

 

• University Degree
• Languages: High competency in spoken and written English; ability to communicate fluently in Mandarin is a plus
• Minimum of 10 years of experience in brand advocacy related roles within the Scotch whisky industry, with a focus on global advocacy

 

Key competences and traits

 

 

• Strong leadership skills with the ability to inspire and motivate teams.
• Excellent communication and presentation skills.
• Strategic thinker with a creative mindset and a passion for storytelling.
• Deep knowledge of the Scotch whisky category, global whisky market trends and consumer behavior.
• Ability to thrive in a fast-paced, dynamic environment and manage multiple projects simultaneously.
• Enterpreneurial attitude. Proactivity Self-motivated, able to work independently

• Energetic, confident and self-motivated with a natural flair for presenting to an array of audiences
• Social media savvy (Instagram)
• Ability to network amongst High Net Worth clients
• Personable and sophisticated

 

Location

 

• Based in the UK, with London as a preference. Willing and able to be based in Scotland for extensive periods of time at The Glen Grant Visitor Centre in Rothes, Speyside
• Willingness to travel extensively both domestically and internationally (Travel up to 70% of time)