Head of Marketing- InchDairnie Distillery

Job Title: Head of Marketing – InchDairnie Distillery

Location: Glasgow Office (/ Hybrid)

Reports to: Managing Director

Job Type: Full-time

About InchDairnie Distillery

“Inchdairnie is quietly establishing itself as a centre of innovation…..In terms of flavour innovation, other distillers will be looking at InchDairnie distillery for years to come” Dave Broom , Whisky Writer, “The Time is Rye” Article, May 2022

InchDairnie is a Fife distillery that brings malt tradition into the modern world. We aim to be “not just another malt whisky distillery”. Instead, we want to excite the malt whisky drinker by taking an innovative approach in everything we do. We strive to be the leader in pushing the boundaries of whisky flavour , creating unique, beautiful & bold spirit, of the highest quality, with respect for tradition and consumers.

Built in 2015 by our founder Ian Palmer, we innovate through our 3Ms, our materials, our unique methods and our maturation practices to produce whiskies with a strong purpose: to excite the palates of perceptive drinkers the world over.

In 2023, InchDairnie Distillery launched their first ever release, RyeLaw, a luxurious and groundbreaking Fife Single Grain Scotch Whisky that is currently available in multiple global markets, and next year we release our first signature peated malt whisky, KinGlassie, from the distillery.

InchDairnie works closely with its Sales and Marketing arm, MacDuff International.

We have offices located at Charing Cross in Glasgow as well as the Distillery and offices based in Glenrothes, Fife.

Role Summary:

We are seeking an experienced and dynamic Head of Marketing to lead and drive the marketing strategy for our luxury whisky brand releases from the InchDairnie Distillery, and to nurture and grow our wider portfolio of branded whiskies. The ideal candidate will have a strong background in the premium and luxury sector, preferably with experience in the whisky industry, and a proven track record of building and executing successful marketing campaigns on an international scale. The candidate will be responsible for positioning our brand at the forefront of the super-premium and luxury whisky sector, ensuring that our products resonate with discerning consumers across Europe, North America, and SE Asia.

Key Responsibilities:

Marketing Strategy Development:

• Develop, lead, and execute comprehensive global and local marketing strategies that reinforce the InchDairnie brand’s luxury credentials and position within the premium whisky market.
• Identify and carve out a clear niche for the brand, ensuring it stands out within a competitive landscape.
• Develop and implement long-term plans to grow brand equity, visibility, and market share.
• Additionally, oversee and develop brand and marketing plans on our wider portfolio of whisky brands (Islay Mist, Lauders, Waterproof, etc)

Campaigns and Partnerships:

• Design and execute high-impact marketing campaigns that captivate and engage target audiences across multiple regions.
• Develop and manage collaborations and partnerships with other luxury brands, industry influencers, and customers to amplify the brand’s presence and reputation.
• Lead the creation of innovative and culturally relevant marketing content, events, and activations that drive consumer engagement.

Brand Positioning and Market Analysis:

• Conduct market research to identify trends, consumer behaviors, and competitive activities to inform marketing strategies.
• Utilize insights to position the brand effectively, ensuring a compelling narrative that attracts consumers in the luxury segment.
• Create targeted marketing initiatives for diverse markets, including Europe, North America, and SE Asia, tailoring strategies to local nuances while maintaining global brand consistency.

Team Leadership and Collaboration:

• Lead and mentor a high-performing marketing team, fostering a culture of creativity, collaboration, and excellence.
• Work closely with Sales, Product Development, and other departments to ensure cohesive brand messaging and strategy alignment.
• Manage and oversee external agencies and partners to ensure the delivery of high-quality marketing materials and services.
• Manage Assistant Brand Manager and work closely with Head of Cask Club, Cask Club Manager and Brand Ambassador to develop brand awareness, and brand adorers.
• Support the delivery of our sustainability strategy, working closely with our Sustainability Manager, and incorporating this into all brand thinking
• Lead internal and external communications- educate our own people as well as those around us.

Digital and Traditional Marketing:

• Oversee all aspects of digital marketing, including social media, content creation, digital advertising, and CRM.
• Develop offline and experiential marketing initiatives, including events, tastings, sponsorships, and PR activities.
• Utilize both digital and traditional channels to drive brand awareness and engage luxury consumers effectively.
• Oversee the sign off and delivery of local marketing budgets and plans to ensure great global in market execution

Budget Management and Performance Tracking:

• Manage the marketing budget, ensuring efficient allocation of resources and strong ROI.
• Track, analyze, and report on the performance of marketing initiatives, using data to drive continuous improvement and optimize campaigns.
• Establish KPIs and metrics to measure the success of marketing strategies and campaigns.

Key Skills & Experience:

Industry Experience:

• Proven experience in the luxury/premium sector, ideally within the whisky or spirits industry.
• A strong understanding of the luxury market and consumer behaviour, with experience in positioning and marketing premium brands.
• International marketing experience across Europe, North America, and SE Asia is highly desirable.

Strategic Vision & Creativity:

• Demonstrated ability to develop and implement effective marketing strategies in the premium sector.
• Strong creative skills with the ability to develop compelling campaigns that resonate with luxury audiences.

Communication & Relationship Building:

• Excellent communication and interpersonal skills, with the ability to build relationships with stakeholders, partners, and luxury consumers.
• Proven experience in negotiating and managing brand partnerships and collaborations.

Data-Driven & Analytical:

• Strong analytical skills with the ability to interpret market data and consumer insights to inform marketing strategies.
• Experience in setting and achieving KPIs, managing budgets, and delivering measurable results.

Leadership & Collaboration:

• Proven leadership skills, with experience managing and inspiring a marketing team.
• A collaborative approach, with the ability to work cross-functionally and lead multiple projects simultaneously.
• Willing to get your hands dirty ie willing to develop & execute ideas without always needing to go external.

Travel

• Driving license is essential and must be willing to travel to distillery and markets / activations as required

Qualifications:

• Bachelor’s degree in Marketing, Business, or a related field;
• Minimum 8-10 years of marketing experience, with at least 5 years in a leadership role in the luxury or premium sector.
• Experience in the whisky or spirits industry is strongly preferred.
• Strong digital marketing skills and experience with both online and offline channels.

Personal Attributes:

• Passionate about the luxury market and whisky culture.
• Innovative and strategic thinker with a strong commercial acumen.
• Results-oriented and driven by excellence.
• A natural storyteller with a deep understanding of brand building.
• Willingness to travel internationally as required.

What We Offer:

• A unique opportunity to shape the future of a prestigious luxury whisky brand.
• A collaborative and creative work environment that values innovation and excellence.
• Competitive salary and benefits package.
• Opportunities for career growth and international exposure.

How to Apply:

• Interested candidates should submit a resume and a cover letter detailing their experience and why they are the ideal fit for this role to by COP Thur 12th December.