I am a passionate executive in marketing & communication specialising in digital activation, brand strategy, and product development for premium and luxury brands. I enjoy crafting impactful brand strategies established on a thorough knowledge of the market and I know how to build a faithful relationships with my customers, partners, and co-workers. I am a dynamic leader, with a lot of ideas and the drive to implement them. I am keen to undertake challenges, as much in my professional as in my personal life.
Marketing Manager
Bladnoch Distillery
Since May 2019
- MAIN ACTIVITIES:
Liaise with the CEO and Executive Team to develop the brand proposition, values and position.
Manage all communication in line with brand positioning and strategy to build awareness and equity.
Oversee the design and management of websites, platforms and published content for Bladnoch and Pure Scot.
Manage all marketing activities including promotions, PR, sponsorships and events.
Manage all trade marketing activity and retailer activation to drive cased sales. - STRATEGY:
- Achieve clarity, consistency and effective communication of brand values, vision, missions, and goals for the 2 brands (Bladnoch and Pure Scot).
- Manage all communication in line with brand positioning and strategy to build awareness and equity.
- Develop and deliver clear marketing objectives short, mid, and long-term.
- Deliver Brand Plans adapted for all 10 key markets, integrated into the budget.
- Work with distribution network to ensure delivery of agreed sales plans.
- Achieve clarity, consistency and effective communication of brand values, vision, missions, and goals for the 2 brands (Bladnoch and Pure Scot).
- COMMUNICATION:
- Oversee the design and management of websites, platforms and published content for Bladnoch and Pure Scot.
- Develop, monitor and manage the company's social media content (organic and paid) to support the brand's online visibility and online conversion targets.
- Ensure that all advertising is created in line with brand guidelines.
- Oversee the design and management of websites, platforms and published content for Bladnoch and Pure Scot.
- E-COMMERCE:
- Creation & maintenance of 2 eCommerce websites.
- Develop and improve sales funnel and ads spent to deliver e-commerce and direct to consumer sales to budget.
- Develop strategies to grow the volume and value of online transactions.
- Creation & maintenance of 2 eCommerce websites.
- NPD:
- Lead the portfolio hierarchy and architecture in terms of design, range extension, and price strategy.
- Lead the design of packaging.
- Lead the design of supporting materials & POS.
- Ensure that the products meet the high standards expected of luxury items.
- Lead the portfolio hierarchy and architecture in terms of design, range extension, and price strategy.
- CONTENT:
- Partner with PR Agencies in Autralia, UK, and the US as well as content creators, influencers and brand ambassadors to create strategies to develop the brand awareness and relevant marketing initiatives domestically and internationally.
- Partner with PR Agencies in Autralia, UK, and the US as well as content creators, influencers and brand ambassadors to create strategies to develop the brand awareness and relevant marketing initiatives domestically and internationally.
- TRADE MARKETING:
- Work with Retailer Category Managers and buyers to plan profitable promotional activity
- Develop trade activity calendars to ensure key purchase periods are maximised (Christmas, Fathers Day, National holidays).
- Design promotions with third party distributors to maximise sales.
- Deliver calendar of trade shows and events for maximum return.
- Work with Retailer Category Managers and buyers to plan profitable promotional activity
- BUDGETING:
- Guardian of the Marketing budget, Sales forecast & yearly marketing plans to ensure the marketing spend is optimised and in line with the company's growth vision and EBITDA target.
- Manage and report on costs & activities monthly to the CEO.
- Guardian of the Marketing budget, Sales forecast & yearly marketing plans to ensure the marketing spend is optimised and in line with the company's growth vision and EBITDA target.
- MANAGEMENT:
- Part of the Senior Management team.
- Direct Manager of the DTC manager and Partnership and event manager.
- Coordination of NPD with the procurement and production team located in Scotland.
- Part of the Senior Management team.
Company website