Marketing Director

Job Title: Marketing Director

Reporting to: CEO

Location: HQ (10 George Street, Edinburgh)



The Opportunity:

We have a huge growth opportunity for our business, building on our outstanding reputation for quality, and our incredible and passionate team. We are looking for a strategic marketing leader to join us to help deliver the next stage of growth for our global business.

This will be the most senior member of the marketing function globally, reporting to the CEO, and as such will be a member of the Global Executive and Senior Management Teams and will have regular interactions with the Board.

The individual will have responsibility for building and delivering the long-term marketing strategy of the group, primarily focussed on the Scotch Malt Whisky Society, and being able to lead, manage and develop the team and use the resources available to execute this vision for growth.

As a small, but growing, business, the individual will need to be suitably hands on, to get into the detail and work directly with the team and the data, rather than simply managing a portfolio of agencies, while still ensuring that they are using their team to full effect, that they are clear on the big picture and the appropriate priorities etc.



The Company:

· The Artisanal Spirits Company (“ASC”) creates and sells outstanding, limited-edition whiskies, and experiences around the world

· ASC's purpose is to captivate a global community of whisky adventurers, with an ambition to create a high quality, highly profitable and cash generative, premium global business.

· Based in Edinburgh, ASC owns The Scotch Malt Whisky Society (SMWS), Single Cask Nation (SCN) and J.G. Thomson (JGT). Owning over 18,000 casks primarily comprising Single Malt Scotch Whisky, ASC's stock includes outstanding whisky (and other spirits) from 150 different distilleries across 20 countries which is sold to members both as individual bottles and whole casks.

· With an established global presence in some 30 countries, SMWS operates a direct-to-consumer model (+0% of revenue) primarily through e-commerce, in addition to four member rooms in the UK. SMWS provides members with inspiring experiences, content and exclusive access to a vast and unique range of outstanding, expertly curated Scotch malt and other whiskies.

· In January 2024, ASC acquired SCN which sources, curates and bottles single-cask whiskies and other spirits selling both online and via traditional retail channels to its following of over 10,000 whisky enthusiasts in the USA. SCN also retails to key international whisky markets around the world.

· Launched in the UK in late 2021, JGT has a focus on outstanding small batch blended malt whiskies and other spirits, available both through direct-to-consumer online sales and through traditional retail channels. The award-winning brand has subsequently expanded into international markets.

· With proven e-commerce reach and a growing family of brands, ASC is building a portfolio of limited-edition and small-batch whisky and other spirits brands for a global movement of discerning consumers - delivering revenue of £23.5 million in FY23, predominantly from outside the UK, with an expanding presence in other key global whisky markets including USA, China, Europe, Japan, Australia and Taiwan.



The Scotch Malt Whisky Society:

At the heart of our business is the Scotch Malt Whisky Society. Founded in 1+83 and now with over 40,000 members around the world, the Society has always liked to think a little bit differently and take a maverick approach. SMWS is recognised for its award-winning whiskies and unique and playful approach.

The Scotch Malt Whisky Society is the home of adventures in whisky.

Adventures without end.

Adventures where everyone’s welcome.

Adventures with no rigid paths, no maps to follow, no repetition, no single destination. Just the endless joy of discovery!

As the whisky club for adventurous spirits, we want new and existing members to join us on adventures in whisky. We want to tempt them off the beaten track, further along the open road, or on the adventures that others can’t. We believe this is where the fun is to be found in whisky! And nowhere else in the whisky world can tell the stories of adventures in whisky like we can.



Purpose of the role

This is a great opportunity to be at the forefront of our global growth journey. You will be the anchor and guardian of the brand globally and ultimately the creative force that inspires and guides others. Heading up the global team, and working collaboratively with local teams, you will champion the SMWS “Society spirit” and actively look for opportunities to add value to the membership experience. You will have a leading role in driving the global marketing and brand plans and will oversee the development of campaigns and communications that engage with existing and future members. You will work closely with the European Head of Marketing, the Heads of each region, the Commercial Director, the Whisky Director, and our wider stakeholders to deliver the ambition of the Society and the Group.



Key Responsibilities



1. Global Marketing Leadership for Artisanal Spirits Company:

· Lead the global strategy for the full ASC portfolio

· Be in the know and ahead of the curve with knowledge, intelligence and insights that help direct our decision-making and preparation for the future, across the full ASC portfolio.

· Lead the global Marketing Budget planning – including setting and monitoring targets and KPIs

· Create good working relationships with third-party agencies and partners to support marketing plans

· Work with international branches and local teams to enable them to develop plans consistent with the overall marketing plan, brand framework, guidance and commercial requirements.

· Support development and execution of a comprehensive digital strategy that aligns with our overall business and brand objectives



2. Global SMWS Membership Leadership:

· Lead long-term planning to recruit and engage members of the SMWS, delivering global best practice and global plans for member recruitment,