📌 Core Information
🔹 Job Title: Brand Manager - Estate Brands
🔹 Company: Edrington
🔹 Location: Shanghai, China
🔹 Job Type: Hybrid
🔹 Category: Brand Management
🔹 Date Posted: 2025-04-25
🔹 Experience Level: Mid-Senior level (5-10 years)
🔹 Remote Status: On-site (Hybrid)
🚀 Job Overview
Key aspects of this role include:
- Driving growth and equity of Estate Brands in China through strategic brand management and world-class activations.
- Collaborating cross-functionally to align with global and regional business objectives.
- Executing brand strategies for Highland Park, The Glenrothes, and No.3 Dry Gin, ensuring alignment with company goals and China market dynamics.
- Adapting global strategies to local markets and leading Route-to-Market (RTM) activations.
- Providing market intelligence to recommend portfolio and channel strategies, and supporting 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 and channel strategies, and support NPD and packaging development.
✅ Assist in marketing budget control, monitoring spend efficiency across campaigns and sales activities, and deliver world-class activations by partnering with global/APAC teams.
✅ Collaborate with the Education Team to develop training tools, foster external partnerships, and supervise and coach team members.
ASSUMPTION: This role involves a mix of strategic planning, execution, and cross-functional collaboration. It requires strong project management skills and the ability to work effectively with various stakeholders.
🎯 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 or luxury industry.
- Knowledge of the Chinese spirits market.
ASSUMPTION: Candidates with a strong strategic mindset, analytical skills, and experience in brand marketing are well-suited for this role. Familiarity with the spirits industry and the Chinese market is a plus.
💰 Compensation & Benefits
Salary Range: Based on industry standards for a mid-senior level brand manager role in Shanghai, the estimated salary range is ¥350,000 - ¥500,000 per year. This is an estimate and the actual salary may vary based on the candidate's experience and qualifications.
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.
ASSUMPTION: The salary range is an estimate based on market research and may vary based on the candidate's experience and qualifications. The benefits listed are based on the information provided in the job description.
📌 Applicant Insights
🔍 Company Context
Industry: Beverage Manufacturing, specifically spirits and luxury brands.
Company Size: Edrington has 1,001-5,000 employees globally, with a presence in multiple countries. This size allows for a diverse range of opportunities and a well-established infrastructure.
Founded: 1861, with a rich history in the spirits industry.
Company Description:
- Edrington's vision is to give more by crafting exceptional ultra-premium spirit brands, including The Macallan, Highland Park, The Glenrothes, and Brugal.
- The company has a unique ownership model, with its principal shareholder being The Robertson Trust, which uses dividends from Edrington to improve the quality of life for people in Scotland.
- Edrington is committed to sustainability and has initiatives in place to reduce its environmental impact and support local communities.
Company Specialties:
- Spirits production and distribution
- Brand management and marketing
- Global business development
- Sustainability and corporate social responsibility
Company Website: www.edrington.com
ASSUMPTION: Edrington is a well-established company with a strong brand portfolio and a commitment to sustainability and corporate social responsibility. Its unique ownership model sets it apart in the industry.
📊 Role Analysis
Career Level: Mid-Senior level, with opportunities for growth and progression within the company.
Reporting Structure: This role reports directly to the Marketing Director for Greater China.
Work Arrangement: Hybrid, with a mix of on-site and remote work.
Growth Opportunities:
- Progression to a senior brand manager role or a regional marketing manager role.
- Expansion of responsibilities to cover additional brands or markets.
- Development of leadership and management skills through mentoring and coaching opportunities.
ASSUMPTION: This role offers opportunities for career growth and development within the company, with a clear path for progression to more senior roles.
🌍 Location & Work Environment
Office Type: Modern, collaborative office space with a mix of open-plan and private workspaces.
Office Location(s): Shanghai, China
Geographic Context:
- Shanghai is a major commercial hub and the largest city in China, with a thriving spirits market.
- The city offers a high standard of living, with excellent dining, entertainment, and cultural attractions.
- Shanghai has a humid subtropical monsoon climate, with mild winters and hot, humid summers.
Work Schedule: Full-time, with flexible working hours and a hybrid work arrangement, allowing for a better work-life balance.
ASSUMPTION: Shanghai offers a dynamic and vibrant work environment, with a thriving spirits market and a high standard of living. The hybrid work arrangement provides flexibility and a better work-life balance.
💼 Interview & Application Insights
Typical Process:
- Online application and resume screening
- Phone or video call interview with the HR department
- In-person or video call interview with the hiring manager and/or team members
- Final interview with the Marketing Director for Greater China
- Background check and offer
Key Assessment Areas:
- Strategic thinking and analytical skills
- Brand management and marketing experience
- Communication and presentation skills
- Leadership and teamwork skills
- Cultural fit and alignment with company values
Application Tips:
- Highlight your strategic thinking and analytical skills in your resume and cover letter.
- Demonstrate your brand management and marketing experience with specific examples and achievements.
- Prepare a portfolio or examples of your work, if applicable, to showcase your skills and experience.
- Research the company and the role to show your enthusiasm and understanding of the business.
- Practice your presentation and communication skills, as these will be assessed throughout the interview process.
ATS Keywords: Brand strategy, brand management, brand equity, market analysis, consumer insights, portfolio optimization, campaign management, cross-functional leadership, hybrid work arrangement, Shanghai, China
ASSUMPTION: The interview process is designed to assess the candidate's strategic thinking, brand management and marketing experience, communication skills, leadership and teamwork skills, and cultural fit. The ATS keywords are intended to help the applicant tailor their resume and cover letter to the role.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Data analysis tools (e.g., SPSS, R, Python)
- Marketing automation tools (e.g., Marketo, HubSpot)
- Social media management tools (e.g., Hootsuite, Buffer)
- Project management tools (e.g., Asana, Trello)
ASSUMPTION: The tools and technologies listed are commonly used in brand management and marketing roles. The candidate should have experience with these tools and be comfortable learning new ones as needed.
👔 Cultural Fit Considerations
Company Values:
- Giving More: Edrington's commitment to making a positive impact on society and the environment.
- Craftsmanship: The company's dedication to producing exceptional ultra-premium spirit brands.
- Collaboration: Edrington's commitment to working together to achieve common goals.
Work Style:
- Agile and adaptable, with a focus on execution excellence.
- Collaborative and team-oriented, with a strong focus on cross-functional collaboration.
- Data-driven, with a strategic and analytical mindset.
Self-Assessment Questions:
- Do you align with Edrington's commitment to giving more and making a positive impact on society and the environment?
- Are you comfortable working in a collaborative and team-oriented environment, with a strong focus on cross-functional collaboration?
- Do you have a strategic and analytical mindset, with a strong focus on data-driven decision-making?
ASSUMPTION: Edrington values candidates who align with its commitment to giving more, its collaborative work style, and its data-driven approach to decision-making. Candidates should assess their fit with these values and work style preferences before applying.
⚠️ Potential Challenges
- The role requires a strong understanding of the Chinese spirits market and consumer behavior.
- The role involves cross-functional collaboration and may require travel to other regions or countries.
- The role may require working with external partners and agencies, which can present unique challenges and opportunities.
- The role may require working in a fast-paced and dynamic environment, with tight deadlines and competing priorities.
ASSUMPTION: The role presents several challenges, including a strong focus on the Chinese spirits market, cross-functional collaboration, and a fast-paced work environment. Candidates should be prepared to address these challenges and demonstrate their ability to thrive in a dynamic and demanding role.
📈 Similar Roles Comparison
- This role is similar to a Senior Brand Manager role, with a focus on strategic brand management and execution of world-class activations.
- However, this role is unique in its focus on the Chinese spirits market and the opportunity to drive growth and equity for a portfolio of luxury brands.
- Career progression in this role may lead to a regional marketing manager role or a senior brand manager role with global responsibilities.
ASSUMPTION: This role is similar to a Senior Brand Manager role, but with a unique focus on the Chinese spirits market and the opportunity to drive growth and equity for a portfolio of luxury brands. Career progression in this role may lead to a regional marketing manager role or a senior brand manager role with global responsibilities.
📝 Sample Projects
- Developing and implementing a brand strategy for Highland Park in the Chinese market, ensuring alignment with company goals and market dynamics.
- Adapting and executing a communication strategy for The Glenrothes to resonate with target consumers and elevate brand equity in the Chinese market.
- Leading a Route-to-Market (RTM) activation for Highland Park, collaborating with Sales to maximize reach and consumer recruitment.
ASSUMPTION: These sample projects are intended to illustrate the types of responsibilities and initiatives the candidate may be expected to undertake in this role. The specific projects may vary based on the company's priorities and the candidate's areas of expertise.
❓ Key Questions to Ask During Interview
- Can you describe the company's long-term strategy for the Estate Brands portfolio in China?
- How does this role fit into the company's global brand management structure?
- What are the key priorities for this role in the first 90 days?
- How does the company support the growth and development of its brand managers?
- What is the company's approach to cross-functional collaboration and how does this role interact with other departments?
ASSUMPTION: These key questions are intended to help the candidate gain a deeper understanding of the role, the company's long-term strategy, and the opportunities for growth and development. The candidate should tailor their questions to the specific role and company, demonstrating their interest and enthusiasm for the position.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through Edrington's careers portal
- Tailor your resume and cover letter to highlight your strategic thinking and analytical skills, brand management and marketing experience, and cultural fit with Edrington's values and work style.
- Prepare a portfolio or examples of your work, if applicable, to showcase your skills and experience.
- Research the company and the role to show your enthusiasm and understanding of the business.
- Practice your presentation and communication skills, as these will be assessed throughout the interview process.
- Follow up with the HR department one week after submitting your application to confirm receipt and inquire about the next steps in the interview process.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
