Senior Brand Manager - Whiskey Education

Your mission

As Senior Brand Manager, Whisky Education, you will work on the strategic development, management and activation of global education programmes across the Single Malt portfolio. As a key team member of the Speciality Whisk(e)y Education & Advocacy team – reporting to the Head of Marketing - responsible for shaping how our brands are understood, enjoyed & celebrated. You’ll be the architect of storytelling, ensuring our brands connect meaningfully with influencers, consumers & customers around the world.

Who you’ll be working with

Internally, you’ll work with Brand Teams, Brand Advocacy Team (BAT), Brand Homes (The Glenlivet, Aberlour & Scapa), Marketing, Commercial, PR, and regional market teams.

Externally, your contacts will be include trade professionals, on-trade influencers, whisky educators, industry communities, and event organisers.

Key accountabilities

Develop Education Strategy & Content

• Set clear goals, KPIs, and performance standards aligned with brand and commercial priorities.
• Foster a collaborative and creative team culture.
• Facilitate ambassador training, inward visits, and cross-market knowledge sharing
• Lead roll out and ongoing management of Chivas Campus online portfolio education programme – including resource bank for global ambassadors & rebranding Speyside training academy
• Develop ongoing partnership with Edinburgh Whisky Academy – exploring possible certificate and diploma level courses and global opportunities for senior ambassadors
• Collaborate with product architecture teams to build a global education strategy for trade, internal stakeholders, and consumers.
• Create engaging, scalable training content across in-person, digital, and hybrid channels.
• Ensure brand education assets reflect authenticity and heritage.
• Build long-term relationships with industry professionals and whisky communities.
• Equip ambassadors with world-class tools for tastings, distillery visits, and thought leadership.

Ensure Global Alignment & Execution

• Tailor global strategies to market-specific needs.
• Monitor execution for consistency, impact, and ROI.
• Act as a connector between brand teams, BAT, and markets.

Champion Brand Experience & Thought Leadership

• Oversee flagship education programmes.
• Stay ahead of trends in spirits and luxury, with a focus on digital and AI innovation.

​**Requirements/capabilities**

Please note, this is a 12 month fixed term contract.

• 5+ Years of proven experience in Whisky / & or Spirits Marketing
• Strong understanding of consumer insights
• Strategic thinker with creative storytelling and executional excellence
• High cultural intelligence and collaborative mindset
• Experience working on global education or ambassador programmes
• Strong understanding of Single Malt Whisky and the spirits category
• Experience in content development, training, and stakeholder engagement
• Masterful brand storytelling and communication
• Skilled in training delivery and facilitation
• Strong stakeholder management and cross-functional collaboration
• Digital fluency in education and CRM platforms
• Experience in influencer and community engagement

Our mix of benefits

For your health, we offer private medical insurance, income protection and a comprehensive Employee Assistance Programme.

Our lifestyle benefits include 28 days’ annual holiday, your employee pension, share incentive plan, season ticket loans, payroll giving and more!

You can access lots of gifts & discounts, including an allowance each year to spend on our brands in our staff shop and employee discounts from a range of high street retailers.

We have regular events in our very own office bar, employee-run networks, a culture of flexibility and trust and a variety of tools and resources to help you focus on your wellbeing and mental fitness.

Conviviality: the [Employer hidden — view at passion-project.co.uk] Way

We have our own way of doing things. We call it conviviality! It’s our way of being, and something unique you feel and experience when working for [Employer hidden].

We’re committed to conviviality, and with this, you’ll be Proud to Belong to our [Employer hidden] family. You’ll be Empowered to Perform, supported to succeed, and acknowledged for the value you bring.

We combine all this with our Commitment to Care: we are unlocking the magic of human connection to transform our industry and make a positive impact on the world though our strong focus on sustainability and responsibility.

We’re committed to diversity and inclusion

People are at the heart of everything we do at [Employer hidden] and are the foundation of our collective spirit as ‘Créateurs de Convivialité’.

We promote diversity and inclusion throughout our business and supply chain. In our teams, we proactively foster a diverse work force and an inclusive culture – an environment where we can truly be ourselves.

We will assess your application for this role based on your skills, experiences and achievements, not your gender, age, ethnic or educational background or any other such factors. Please feel free to leave these off your CV and application form if you so wish.

Similarly, if you would like to discuss opportunities for flexible working or require accommodations or support to complete our application process, please let us know.

Responsible drinking

As ‘Créateurs de convivialité’, we want to turn social interactions into genuine and friendly experiences of sharing and wellbeing.

In our culture, we want to create diverse teams in which our differences contribute to our success. Therefore, all are welcome at [Employer hidden], regardless of your religious beliefs or personal choices on the consumption of alcohol.

In our business, we work together with industry members, civil society, governments, local authorities and UN bodies to promote responsible drinking.