Global DTC & CRM Manager

The Global DTC & CRM Manager role will be the custodian of digital owned channels of our brands, globally. Responsible for channel strategy and performance, as well as a guardian of our brand identities in all content. This role will drive our online direct-to-consumer growth, strengthening our equity in the premium plus spirits space and fostering brand affinity. This role will cover all four of our spirits brands: Bruichladdich, Port Charlotte, Octomore, and The Botanist

We have an ambitious vision for the future of DTC, you will help strategically map that journey across all digital owned channels: web, CRM and social.

• Create a cross-channel content strategy that fosters brand affinity, accurately represents our brand DNA and values, and maximises engagement.
• Build an annual promotional activation calendar to deliver revenue ambitions, in collaboration with local market teams.
• Continuously develop CRM recruitment tactics aimed at highly relevant consumer segments.
• Manage our web development pipeline, with our agency partner, to continue evolving its capabilities.
• Ensure our website is optimised for AI search (GEO) to protect and increase our brand representation in consumer LLM tools.
• Propose media strategies to boost commercial and CRM recruitment objectives.
• Regularly audit relevant competitors to identify emerging trends or opportunities.

Engaging and authentic communication with our audience builds a long-lasting bond with our fans. We have a talented network of creatives full of ideas; your role is to coordinate and channel that creativity in line with the content strategy.  Maintaining consistency and quality across our brands.

• Co-ordinate the timely creation of all content across CRM, web and social, via our network of creatives.
• Create accurate briefs for creatives to maximise efficiency.
• Identify new creative partners for content projects where required.
• Maintain an agreed budget and effectively evaluate ROI to ensure the priority projects are supported to the correct degree.
• Collaboration and alignment with key stakeholders in brand and communications teams, to ensure quality and accuracy of brand content.

First party data is crucial to maintaining a consumer-centric approach to activations, allowing us to test, learn and adapt.

• Share insights and learnings with key stakeholders, globally, in an easy-to-consume format.
• Monitor performance against commercial objectives and identify agile opportunities throughout the year.
• Report insights on social engagement and interactions to help proactively improve content creation.
• Track SEO/GEO data e.g. Google Search Console, to identify both web traffic, and wider consumer trends.
• Analyse media buying results to review ROI and effectiveness of ad creative.
• Ensure that our collective data tracking implementations are accurate and robust.

We are a global business with stakeholders across the globe, working closely with local experts and central resources enables success.

• Maintain connections with central Digital and IT partners to keep up-to-date with new tools and represent Bruichladdich Distillery’s interests in pilot programs.
• Engage with other brands within the Rémy Cointreau portfolio to share tactics and learnings on digital activations.

Work closely with local market teams to localise content across our channels, identify opportunities for growth, and support both DTC and trade activations.

• A strategic marketeer with demonstrable experience and a successful track record across the full digital ecosystem.
• Experience in managing high profile brands in the digital space, with ownership of strategic, creative and technical projects across a full suite of channels.
• Has developed global marketing initiatives as well as market-specific output, with working knowledge of the digital and media differences of key markets (including compliance, platforms, eCommerce opportunities).
• Demonstrable eCommerce experience and a strong track record in delivering data-driven strategies, with a history of building DTC capability, output and infrastructure.
• Proven project management capability, bringing together diverse groups of stakeholders around common goals with a common language (bridging marketing and technical teams). Experience of development approaches (including Agile) preferable.
• A self-starter, agile, with a can-do attitude who has strong planning, organisational, budget management skills and problem-solving skills and unwavering attention to detail
• The ability and credibility to influence, lead, and energise across all business functions. A great communicator and influencer with the ability to build positive relationships both internally and externally, across geographies.
• Strong and confident presentation skills to both large and small groups, ability to inspire, engage, educate and influence individuals and teams.
• Strong sense of self-motivation, with the tenacity and enthusiasm to deliver results personally and by creating the right environment and ways of working for others to excel.
• Working knowledge of digital platforms, tools and interfaces including Shopify Plus, Salesforce, Social CMS tools as well as project planning software e.g. Wrike
• Ability to travel when required (mainly Islay)

Bruichladdich Distillery Company Ltd is an equal opportunity employer.

We celebrate diversity and are committed to create an inclusive environment for all employees.

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