Regional Brand Manager

The Regional Brand Manager, APAC will support the development and execution of regional brand strategy primarily for The Macallan, with a strong focus on delivering brand growth, equity building and elevated consumer experiences across key APAC markets.

Working closely with global, regional and local stakeholders, the role is responsible for translating brand ambition into regionally relevant plans and programs that strengthen brand presence, drive executional excellence and support long-term commercial growth. This role will lead key initiatives across campaign planning, market activation, portfolio development, channel visibility, budget management and performance evaluation, while ensuring activity is aligned to brand standards and resonates with target consumers.

Job Description

• Support the development of regional brand and portfolio strategy across APAC for The Macallan, ensuring alignment to global vision, market opportunities and long-term growth ambitions.
• Partner with regional and local market teams to support & coordinate The Macallan’s brand plans that balance strategic consistency with local relevance across diverse consumer and channel environments.
• Consolidate market input, consumer insights and local needs to inform recommendations. Support annual planning and key regional business reviews.
• Lead the Regional Experiential strategy and execution framework for APAC markets working closely with the Global teams ensuring consistent brand standards whilst enabling locally relevant execution.
• Provide guidance to APAC markets in the development and delivery of market-specific experiential initiatives ensuring that we continue to build brand equity, deliver an elevated consumer experience with executional excellence and drive recruitment of new consumers
• Manage regional launch planning for new products and key portfolio initiatives.
• Coordinate launch readiness across markets, including toolkits, samples, assets and guidelines
• Support local markets on the openings of new retail spaces across the region, ensuring consistency of design and execution in line with Global guidelines
• Consolidate performance of all spaces and share insights across transversal teams
• Support local markets with activation ideas to drive traffic, increase consumer engagement and recruitment and drive sales.
• Support management and tracking of regional marketing budgets.
• Monitor investment allocation, spend efficiency and performance against plans.
• Monitor and evaluate market, brand, campaign and activation performance, identifying key drivers, risks and opportunities.
• Develop actionable recommendations based on performance trends, consumer insights and market dynamics to enhance brand growth.
• Support preparation for performance reviews, QBRs, AOP cycles and planning sessions, ensuring robust analysis and clear business recommendations.
• Manage external agencies and partners to deliver high-quality creative development, production and execution in line with brand standards.
• Lead the development and deployment of scalable toolkits, assets and operating frameworks that strengthen execution quality, marketing effectiveness and brand consistency across local markets.
• Work closely with global, regional and local teams to ensure alignment across brand plans and execution
• Partner with commercial, finance, insights, communications, education and private client teams.

Talent and Skills

• Marketing experience, preferably in brand management, regional marketing, consumer marketing, luxury goods, wines & spirits, hospitality, beauty, lifestyle or premium consumer categories.
• Experience in managing the development and execution of brand plans, campaigns, product launches and activation programs across multiple markets or channels.
• Strong understanding of brand building, consumer engagement and premium/luxury execution standards across online and offline touchpoints.
• Experience working with global, regional and local market teams to adapt brand direction into locally relevant plans.
• Experience across experiential marketing, events, retail activation, owned retail, trade visibility or consumer engagement programs.
• Experience coordinating NPD, portfolio initiatives or product launches, including toolkits, assets, launch guidelines and market readiness.
• Strong project management capability, with the ability to manage multiple workstreams, timelines, stakeholders and agency partners.
• Commercially aware, with the ability to track budgets, campaign performance, KPIs and post-activation learnings.
• Strong interest in wines & spirits and luxury/premium consumer brands; WSET or equivalent qualification would be a plus.
• Strong project management and organizational skills.
• Collaborative team player with strong stakeholder management skills.
• Confident communicator with the ability to influence and build relationships across global, regional and local teams.
• Good analytical skills, with the ability to interpret data and translate learnings into practical recommendations.