Head of Marketing

About IWSC

Since 1969, IWSC has set the global benchmark for quality wine, spirits, and other drinks categories. Known as the “Olympics of the drinks industry,” we evaluate over 12,000 entries annually from more than 90 countries. IWSC stands out for expert judging, consistent attention, comprehensive categories and global recognition. For producers, we offer benchmarking, recognition, and business connections. For consumers, IWSC medals guide excellence in a wide selection of drinks.

Purpose
The Head of Marketing is responsible for shaping and delivering the IWSC’s marketing vision across wine, spirits (including Low & No), and global judging. This role will set the overall strategy, manage PR agencies and results campaigns, oversee campaign execution, and ensure brand consistency across all categories. The Head of Marketing will also lead the development of strategic partnerships and collaborations that expand the IWSC’s reach, visibility, and commercial impact.

Key Responsibilities

Strategy & Planning

• Own the marketing strategy and annual campaign calendar, including the creation, direction, and oversight of all major campaigns across wine, spirits, Low & No, and Global Judging.
• Develop and maintain clear messaging pillars, ensuring consistency across all categories, channels, and campaigns.
• Lead cross-campaign initiatives, including shared announcements and global brand projects.

Partnerships & Collaborations

• Identify, develop, and manage strategic partnerships with third-party organisations, influencers, and key industry bodies to enhance IWSC’s visibility and impact.
• Negotiate partnership deliverables, ensuring maximum marketing value and alignment with IWSC objectives.
• Oversee the creation of joint content and co-branded campaigns that strengthen industry relationships and audience engagement.

PR & External Relations

• Manage relationships with PR agencies in the UK, US, and Asia, ensuring delivery of agreed media placements, narratives, and performance outcomes.
• Provide strategic direction for press releases, media pitches, and thought-leadership opportunities.
• Ensure clear alignment between PR activity and the wider IWSC campaign calendar.

Campaign Oversight

• Approve and sign off all major campaigns, communications, and creative assets.
• Ensure entry campaigns and results campaigns are developed and delivered to a high standard and on schedule.
• Oversee the integration of digital, social media, and content activity within all campaigns.

Leadership & Reporting

• Provide leadership, coaching, and support to the campaign managers and digital executive.
• Report to senior leadership on marketing performance, KPIs, insights, and ROI.
• Monitor competitor activity and emerging trends, recommending new approaches to maintain IWSC’s leadership position.

Skills & Experience

• Proven senior marketing experience, ideally within the drinks, hospitality, events, or wider consumer/brand sectors.
• Demonstrated ability to create and deliver multi-channel marketing strategies, including digital, social, PR, and content-led campaigns.
• Experience managing PR agencies and shaping effective media narratives.
• Strong partnership-building skills, with a track record of negotiating and delivering successful collaborations.
• Excellent project management abilities, with the capacity to manage multiple campaigns and deadlines across different categories.
• Strong leadership credentials, with experience mentoring and developing high-performing marketing teams.
• Exceptional written and verbal communication skills, with the ability to craft clear messaging and adapt tone for different audiences.
• Analytical mindset, confident in interpreting data, measuring KPIs, and reporting on marketing performance and ROI.
• Creative and strategic thinker, able to spot opportunities, solve problems, and elevate brand positioning.
• Comfortable working in a fast-paced environment, managing competing priorities and adapting to changing business needs.
• Strong knowledge of the global wine and spirits landscape, including category trends, key markets, and industry stakeholders.