📌 Core Information
🔹 Job Title: Brand Manager - Estate Brands
🔹 Company: Edrington
🔹 Location: Shanghai, China
🔹 Job Type: Hybrid (3 days on-site)
🔹 Category: Brand Management
🔹 Date Posted: May 24, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site (Hybrid)
🚀 Job Overview
Key aspects of this role include:
- Driving growth and equity of Estate Brands (Highland Park, The Glenrothes, London No.3 Dry Gin) in China
- Developing and implementing brand strategies for each brand, ensuring alignment with company goals and local market dynamics
- Executing communication strategies (360° marketing mix) to resonate with target consumers and elevate brand equity
- Leading Route-to-Market (RTM) activations for Highland Park and The Glenrothes, collaborating with Sales to maximize reach and consumer recruitment
- Providing market intelligence to recommend portfolio/channel strategies and support NPD and packaging development
ASSUMPTION: This role requires a strategic mindset, strong analytical skills, and the ability to adapt global strategies to local markets. It also involves cross-functional collaboration and leadership.
📋 Key Responsibilities
✅ Develop and implement brand strategies for Highland Park, The Glenrothes, and No.3 Dry Gin, ensuring alignment with company goals and China market dynamics
✅ Adapt and execute communication strategies (360° marketing mix) to resonate with target consumers and elevate brand equity
✅ Lead Route-to-Market (RTM) activations for Highland Park and The Glenrothes, collaborating with Sales to maximize reach and consumer recruitment
✅ Provide market intelligence (consumer insights, competitive analysis) to recommend portfolio/channel strategies and support NPD and packaging development
✅ Assist in marketing budget control, monitoring spend efficiency across campaigns and sales activities
✅ Deliver world-class activations by partnering with Global/APAC teams to localize campaigns while maintaining brand consistency
✅ Collaborate with the Education Team to develop training tools, ensuring consistent brand messaging
✅ Foster external partnerships (agencies, suppliers) to elevate campaign quality and innovation
✅ Supervise and coach team members, promoting collaboration across internal/external stakeholders
ASSUMPTION: This role requires a high level of autonomy, with the ability to work independently and make data-driven decisions.
🎯 Required Qualifications
Education: Bachelor's degree or above
Experience: 5+ years in brand marketing, preferably in FMCG, luxury, or spirits
Required Skills:
- Strategic & Analytical: Strong data analysis (MS Office, tools) to inform decision-making
- Execution Excellence: Ability to adapt global strategies to local markets
- Communication: Fluent in English and Chinese (written/spoken); adept at presentations and reports
- Leadership: Team player with initiative, accountability, and coaching ability
Preferred Skills:
- Experience in the spirits industry
- Knowledge of the Chinese spirits market
ASSUMPTION: Candidates with experience in the spirits industry or the Chinese market will have a competitive advantage.
💰 Compensation & Benefits
Salary Range: Based on industry standards for a Brand Manager role in Shanghai with 5-10 years of experience, the estimated salary range is ¥350,000 - ¥500,000 per year (before tax).
Benefits:
- 15 days annual leave, plus 4 Giving More volunteer days
- Invest in your future - additional provident fund
- Private medical insurance
- 24/7 support for you and your loved ones to counselling, life coaching and information on financial, mental, and physical wellbeing
- Experience our exceptional brands with a generous annual product allowance
- Embrace work-life harmony with 50:50 hybrid working, 26 weeks' paid maternity, paternity and adoption leave, and up to five paid carers leave days a year
Working Hours: Full-time (40 hours per week), with flexible working hours and a hybrid work arrangement (3 days on-site)
ASSUMPTION: The salary range is an estimate based on market research and may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Beverage Manufacturing, specifically focusing on ultra-premium spirits
Company Size: Medium-sized (1,001-5,000 employees), providing a structured yet agile work environment
Founded: 1861, with a rich history and strong brand heritage
Company Description:
- Edrington is a global leader in the ultra-premium spirits category, with a portfolio including The Macallan, Highland Park, The Glenrothes, Brugal, The Famous Grouse, and Wyoming Whiskey
- The company is committed to giving more by crafting exceptional ultra-premium spirit brands and making a world of difference through its charitable trust ownership
- Edrington fosters an inclusive culture where unique experiences, ideas, and perspectives are celebrated, and employees are empowered to contribute to its success
Company Specialties:
- Brand management and marketing
- Spirits production and distribution
- Global business development
Company Website: www.edrington.com
ASSUMPTION: Edrington's size, history, and commitment to its employees and communities make it an attractive place to work for those seeking a challenging and rewarding career in the spirits industry.
📊 Role Analysis
Career Level: Mid-level to senior, with opportunities for growth and development
Reporting Structure: This role reports directly to the Marketing Director for Greater China and collaborates with cross-functional teams, including Sales, Education, and external partners
Work Arrangement: Hybrid (3 days on-site), offering a balance between remote work and in-person collaboration
Growth Opportunities:
- Progression to a senior brand management role or a regional marketing position
- Expansion of responsibilities based on performance and business needs
- Access to professional development opportunities, such as training and mentorship programs
ASSUMPTION: This role offers a clear path for career progression within the company, with opportunities for growth and development based on performance and business needs.
🌍 Location & Work Environment
Office Type: Modern, collaborative workspace with a hybrid work arrangement
Office Location(s): Shanghai, China
Geographic Context:
- Shanghai is a major commercial hub and the largest city in China, offering a vibrant and dynamic work environment
- The city is known for its rich culture, diverse food scene, and extensive public transportation network
- Shanghai is home to a significant number of multinational corporations and is a major center for the spirits industry in Asia
Work Schedule: Full-time (40 hours per week), with flexible working hours and a hybrid work arrangement (3 days on-site)
ASSUMPTION: Shanghai offers a unique blend of cultural experiences and professional opportunities, making it an attractive location for both local and international candidates.
💼 Interview & Application Insights
Typical Process:
- Online application and resume screening
- Phone or video call with the HR department
- In-person or virtual interview with the hiring manager and/or team members
- Final interview with the Marketing Director for Greater China
- Job offer and onboarding
Key Assessment Areas:
- Strategic thinking and analytical skills
- Communication and presentation skills in English and Chinese
- Leadership and teamwork abilities
- Cultural fit and alignment with Edrington's values
Application Tips:
- Highlight your relevant experience in brand marketing, with a focus on strategic planning, execution, and cross-functional collaboration
- Tailor your resume and cover letter to emphasize your skills and experiences that match the required qualifications
- Prepare examples of your past achievements in brand management, including market analysis, campaign development, and team leadership
- Demonstrate your passion for the spirits industry and Edrington's brands during the interview process
ATS Keywords: Brand Manager, Estate Brands, Highland Park, The Glenrothes, No.3 Dry Gin, China, Marketing, Strategy, Execution, Leadership, Fluent in English and Chinese
ASSUMPTION: The interview process will focus on assessing the candidate's strategic thinking, communication skills, and cultural fit, with a strong emphasis on their brand management experience and industry knowledge.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Data analysis and visualization tools (e.g., Tableau, Power BI)
- Project management tools (e.g., Asana, Trello)
- Marketing automation and CRM platforms (e.g., Salesforce, HubSpot)
ASSUMPTION: Candidates should have proficiency in Microsoft Office Suite and be comfortable learning and utilizing industry-specific tools and technologies.
👔 Cultural Fit Considerations
Company Values:
- Craftsmanship: We take pride in our work and strive for excellence in everything we do
- Integrity: We act with honesty and transparency in all our interactions
- Respect: We value and celebrate the diversity of our people and our partners
Work Style:
- Collaborative: We work together to achieve our goals and support each other's success
- Agile: We adapt to change and embrace new opportunities
- Inclusive: We foster a culture where everyone feels respected and empowered to contribute to our success
Self-Assessment Questions:
- Do you align with Edrington's values of craftsmanship, integrity, and respect?
- Are you comfortable working in a hybrid environment and collaborating with remote team members?
- Do you thrive in a dynamic and fast-paced work environment, with a focus on execution and results?
ASSUMPTION: Candidates who demonstrate a strong cultural fit with Edrington's values and work style will be more likely to succeed in this role.
⚠️ Potential Challenges
- The role requires a high level of autonomy and the ability to work independently, which may be challenging for candidates who prefer a more structured work environment
- The role involves working with multiple stakeholders, including cross-functional teams and external partners, which may require strong communication and leadership skills
- The role may require travel to other regions in China or internationally for brand events and meetings
- The role is based in Shanghai, which may present challenges for candidates who prefer a quieter or more affordable living environment
ASSUMPTION: Candidates should carefully consider their personal and professional goals, as well as their work-life balance preferences, when evaluating this opportunity.
📈 Similar Roles Comparison
- This role is similar to a Senior Brand Manager or Regional Marketing Manager position in the spirits industry, with a focus on strategic planning, execution, and cross-functional collaboration
- The role offers a unique opportunity to work with a portfolio of ultra-premium spirit brands and gain exposure to the global spirits market
- The role provides a clear path for career progression within the company, with opportunities for growth and development based on performance and business needs
ASSUMPTION: Candidates should consider their long-term career goals and the potential for growth and development in this role compared to similar positions in the industry.
📝 Sample Projects
- Developing and implementing a brand strategy for Highland Park in the Chinese market, including market analysis, consumer segmentation, and communication planning
- Leading a cross-functional team to execute a global campaign for The Glenrothes, including localization, event planning, and stakeholder management
- Conducting a portfolio review and recommending strategic changes to optimize the Estate Brands portfolio in the Chinese market
ASSUMPTION: These sample projects demonstrate the strategic, analytical, and leadership skills required for success in this role.
❓ Key Questions to Ask During Interview
- What are the key priorities for this role in the first 90 days?
- How does this role collaborate with the Sales and Education teams, and what are the key objectives for these partnerships?
- What opportunities are there for professional development and growth within the company?
- How does Edrington support work-life balance, and what resources are available to employees?
- What is the company's approach to diversity, equity, and inclusion, and how does this role contribute to these initiatives?
ASSUMPTION: Asking thoughtful and insightful questions during the interview process will demonstrate your interest in the role and provide valuable information about the company and its culture.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Prepare examples of your past achievements in brand management, including market analysis, campaign development, and team leadership
- Follow up with the HR department one week after submitting your application to confirm receipt and inquire about next steps
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
