Single Malt Scotch whisky is a super exciting category; with APAC & GT (Global Travel) together worths 2x bigger than the next biggest region North America. Malts in Greater China are the second biggest market globally with substantial growth in the last five years.
In this dynamic and huge category, Mortlach is one of the key brands for future success. It plays a key role in the region as the no.2 priority in the Malts portfolio, to win share in Luxury Malts v.s. competitors.
We are looking for a Mandarin and English speaker with experience of working with multiple stakeholders, especially between Global & Local brand teams, and across different markets. The role will need talent experienced in 1) strong leadership, a self-starter who can connect & build relationships; 2) 360 brand management experience, with experience in Luxury Marketing preferred; 3) ability to manage multiple projects, especially through others.
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Taiwan is the lead market for Mortlach, but the role will also need to ensure that the brand is nurtured for growth in its other priority markets: Mainland China, Hong Kong / Macau, SEA (Vietnam, Malaysia, Singapore), Global Travel and Private Clients. Campaign development will need to work across all priority markets with deployment learnings shared (Conscious Learning). The role holder will need to shape MBPs with a solid code or growth that can be deployed across all markets, focussed on innovation and RTM transformation as well as culture, comms & BTL, that can be executed with excellence to the highest luxury standards.
Purpose of the Role
Lead our APAC no.2 Malts priority to win in value share in Luxury Malts (complementary to the Singleton share in Recruitment Malts) through:
- Building winning Marketing Business Plans that drive recruitment and re-recruitment
- Inputting into Innovation Strategy and working with APAC innovation team to deliver
- Leading best in class culture, comms and BTL plans based on sharp consumer & customer insights
- Build from the top and establish quality credentials through top end releases for HNWIs and whisky influencers
- Ensuring full brand ecosystem (including presence on digital and in any future brand home, as well as travel in Global Travel ‘GT') is joined-up and fit for purpose to grow the brand with the Luxury Malt consumers of the priority markets
Key Accountabilities
- Marketing Business Plans: co-develop the APAC/GT Mortlach brand strategy & code for growth with the GBT (Global Brand Team); lead MBP developement, partnered with priority markes to achieve brand goals of NSV, value market share, P&L, brand equity and penetration
- Brand market activation development: finalise & share Mortlach brand activation toolkits to enable each market consistently to build Mortlach in one brand in luxury way, including on-trade drinking ritual, visibility, gifting solution etc...
- Lead creative, media & culture agencies and cross-functional teams to develop brand communication assets including digital, social, experiential events, PR, influencer, acts in culture etc...
- Partner with trade marketing and sales team to develop sales tool kit and act as brand guardian to ensure strong through-the-line execution and compliance with brand guild line.
- Work closely with APAC/GT and global stakeholders for innovation initiatives and co-develop growth drivers for local adaption.
- Monitor competitor activities (e.g. Competition brand health, new brands/innovations, new brand communications initiatives) and understand competition at market leveland identify opportunities and challenges for action.
- Input into Mortlach Brand Home development led by Scotland Brand Homes team to ensure experience fits into full consumer touchpoint ecosystem
- Own the full P&L for the brand across the priority markets. Understand and respond to the drivers of brand performance, working in partnership with the markets to deliver and exceed the annual operating plan
Desired Qualifications
- 10+ years' experience in Brand Marketing; a history of working across markets or play roles (or highly collaborated) of global / regional teams is highly preferred.
- Be fluent in English and Mandarin speaking and writing is a must.
- Proven track record designing and executing successful marketing strategy and brand building.
- Strong relationships with regional and global partners.
- Experienced on agencies management and project management.
- Successful management of senior stakeholders, resulting in strong and positive outcomes.
- Experience at working with global stakeholders to get alignment and collaborate for strategy development and execution plans.
- Demonstrated brilliant execution to high standards across various pillars of brand building.
- Based in GC (Taipei, Taiwan as leading option) and flexible on traveling.