Head of Digital Marketing - 12 month maternity cover - Glasgow - City Centre

Ref: 152 Date Posted: Wednesday 14 Mar 2018
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Due to a maternity cover within the team we have an excellent opportunity for a Head of Digital Marketing to join The Macallan brand team. This role will lead the strategic development of The Macallan brand vision in the digital world; driving the brand and business forward in Marketing terms to create true step-change in both operations and output capable of putting The Macallan consumer at the heart of the business by providing them with a relevant personalised experience at every interaction.

While certain areas of the digital playing field do not sit directly in the role’s remit (including Ecommerce and Social), a critical deliverable of the role is to ensure a single-minded, connected and integrated strategy that sets the direction for digital as a whole to tangibly deliver the growth objectives of the brand in the immediate and long term.


Reporting to the Global Brand Controller, key duties and responsibilities include:-


  • Set a new digital standard for The Macallan in the strategic, creative and technical development of the digital building blocks

  • Define and deliver a rolling 3 year plan that delivers a step-change in the capability and advancement of the brand

  • Ensure the vision is delivered through a framework that can flex to encompass regional differences and supports activation with confidence and consistency across all geographies

  • Ensure the continued evolution of the brand website as critical channel for brand experience, ensuring the website forms a critical part of brand plans centrally and in market as the glue between all other digital channels

  • Driving a step-change in CRM for the brand and business

  • Integrating content and commerce

  • Connecting purchase and trial opportunities to master brand platforms and experiences with dynamic content and services

  • Deliver increased findability and share of voice through a centralised and integrated search approach

  • Lead the delivery of global brand campaigns, content and communication as activated in search, web experiences and through CRM

  • Ensure the online enablement of the distillery to deliver a best-in-class experience pre, during and post visit

  • Devise and deploy the methodology and framework for measuring effectiveness

  • Champion the consistent, end-to-end optimisation of platforms and assets from metadata tagging, analytics tagging and the roll-out of the centralised ad server platform

  • Embed of A/B testing, data-driven UX, algorithmic learning and CRO strategies into all appropriate development

  • Identify and recruit best-in-class agency talent to advance the brand ambition

  • Line management and development of the Assistant Digital Marketing Manager




Closing Date for internal applications – 21st March 2018

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