Campaigns Lead – Europe

Location:

Edinburgh (Hybrid)

Reporting to:
Head of European Marketing

Direct Reports:
European Content Manager, Marketing Executive

We welcome part‑time applications (0.9

FTE or 0.8 FTE)

We're looking for a commercially minded Growth & Campaigns Lead to drive member acquisition, engagement and retention across Europe, our largest region.

This role combines CRM, customer insight, campaign management and digital marketing to deliver measurable commercial outcomes. Working closely with colleagues across Digital, Commercial, Brand, Tech & Data and Member Experience, you'll develop and optimise campaigns that grow membership, increase customer lifetime value and support revenue growth.

Leading a small team, you'll bring together data, content and customer insight to ensure every campaign delivers maximum impact.

• Develop and deliver the European growth and campaign plan aligned to business objectives.
• Drive member acquisition, engagement, retention and reactivation initiatives.
• Identify opportunities to improve online sales conversion, customer lifetime value and overall marketing effectiveness.
• Work with cross‑functional stakeholders to support commercial and membership growth objectives.

• Own lifecycle marketing activity across acquisition, onboarding, engagement, retention and reactivation.
• Develop customer journeys, segmentation and personalisation strategies.
• Ensure CRM activity is informed by customer insight, behaviour and commercial priorities.
• Support the effective use of marketing automation and customer communications.

• Plan and deliver integrated campaigns across CRM, digital, content, social and paid channels.
• Monitor campaign performance and optimise activity to improve results.
• Lead testing and experimentation across customer journeys, messaging and targeting.
• Use data and insight to inform future campaign planning and investment decisions.

• Line‑manage and develop the European Content Manager and Marketing Executive.
• Provide clear direction, coaching and support to ensure successful delivery.
• Foster a collaborative and performance‑focused team culture.

• Support management of the European marketing budget and maximise return on investment.
• Manage agency and partner relationships where required.
• Monitor performance and ensure activity remains aligned to commercial priorities.

• Significant experience in CRM, growth marketing, digital marketing or campaign management.
• Strong understanding of customer lifecycle marketing and customer journeys.
• Experience delivering acquisition, engagement and retention campaigns.
• Data‑driven approach to marketing and decision making.
• Experience managing budgets and evaluating marketing performance.
• Experience leading and developing team members.
• Excellent stakeholder management and communication skills.
• Experience with in membership, subscription, hospitality, premium consumer or lifestyle brands.
• Experience working across multiple European markets.
• Knowledge of CRM and marketing automation platforms.
• Interest in whisky, spirits or enthusiast communities.

• Member acquisition and conversion growth.
• Engagement, retention and reactivation performance.
• Campaign ROI and marketing effectiveness.
• Growth in customer lifetime value.
• Delivery of European marketing and growth objectives.
• Development and performance of the team.

• Employee benefits including staff bottle allocation, SMWS staff membership, private medical care with Aviva, group life insurance, discretionary bonus scheme, 34 days holidays inclusive of statutory days, 30% off bottles and drinks at SMWS, income protection, bike to work scheme, electric car scheme, £100 annual allowance for glasses, workplace nursery scheme, employee assistance programme, auto‑enrolment pension scheme, salary exchange pension scheme, charitable giving and volunteering, birthday voucher, annual staff party, long service award gift and celebration.

The Artisanal Spirits Company (“ASC”) creates and sells outstanding, limited‑edition whiskies and experiences around the world. ASC owns The Scotch Malt Whisky Society (SMWS), Single Cask Nation (SCN) and J.G. Thomson (JGT). Owning over 18,000 casks of exceptional whiskies from 150 distilleries across 20 countries, ASC’s global presence spans 30 countries and delivers significant revenue primarily through e‑commerce.