Global Marketing Manager, Laphroaig

What makes this a great opportunity?

We have an exciting opportunity for a confident and experienced Marketing Manager to work in the global brand team for Laphroaig – the iconic Islay single malt. The role is on a Fixed Term Contract to last at least 12 months, starting in March 2026.

Reporting into the Global Brand Director Laphroaig and as a senior member of the Laphroaig team, you will be passionate, creative, strategic, and agile. You’ll play a key role in ensuring Laphroaig is unforgettable – making it more visible and relevant to more people on more occasions, leading the single malt category in a return to growth.

The Marketing Manager leads on key brand projects, including comms and campaign toolkit development, partnerships, and overseeing the annual and 3yr planning cycles with our colleagues in our priority markets.

More generally, the Marketing Manager supports the Global Brand Director to ensure project goals, timelines, and budgets are adhered to, as well as the smooth running of projects across external agencies, internal teams, and with key markets. This role inspires our local market teams to execute against the strategic objectives and will continually identify opportunities to improve the quality of that execution.

The Marketing Manager is the key day-to-day contact for Laphroaig across priority global markets, and will regularly work with the Digital, Insights, Finance, Innovation, Whisky Making, Prestige, and Distillery teams.

• Support or lead on strategic Laphroaig projects – e.g. creative comms development, media planning guidance for market investment, reviews of our range architecture, pricing strategy, innovation strategy, serve strategy, advocacy programmes etc
• Support performance analysis/management process for Scotch Portfolio to identify key issues/opportunities. Assess the ‘what and why’ and make recommendations on actions
• Lead the 3YR Growth Planning Process for Laphroaig. Ensure brilliant execution through the definition of brand experience guardrails and vision for the different market stages, and measurement of how it is implemented through a thorough review of local growth plans with Priority Brand/Market Combinations
• Lead development of brand assets to enable excellent market execution of comms campaigns and the broader brand look & feel. Oversee the production of the Brand Experience Playbook, ensuring execution guidance to markets and partner agencies is clear, easily-understood, and actionable
• Ensure the brand is making best use of its industry-leading Friends of Laphroaig membership programme – recruiting more members, and using it to build the total brand, not just as a route for selling DTC
• Regular analysis of brand performance to identify key issues/opportunities. Assess the ‘what’ and the ‘why’ and make recommendations for action

• Scotch & Irish Brand House team members
• Marketing and commercial colleagues in priority markets across the globe
• Senior manager stakeholders
• Digital
• Insights
• Finance
• Innovation
• Whisky Making
• Prestige
• Distillery
• External agencies: creative, media, design, PR

• 7+ Years brand management, marketing or creative agency experience
• Creative and innovative problem-solving skills
• Proven experience in managing complex projects and influencing senior stakeholders
• Track record of cross-functional team leadership
• Experience working with Finance team (and an understanding of P&L dynamics)

Additional experience desired:

• Experience translating brand strategy into creative communications
• International experience
• Strong business acumen and analytical skills
• Experience with in premium/luxury spirits advantageous

• Strong interpersonal skills – ability to build excellent working relationships and work in teams
• Can take a strategic approach while managing multiple projects
• Capable of constructive challenge and influencing the thinking of senior stakeholders
• Good analytical skills – can analyse data, pull out insight and implications, and suggest action
• Self-starter, proactive, and motivated – able to work autonomously
• Comfortable travelling where required – up to 15% of time

While relocation, immigration,…