Summary
Overview
Work history
Education
Skills
Career Highlights
Affiliations
Timeline
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Andrew Watson

Andrew Watson

Summary

A strategic business leader with a strong track record in delivering category breaking growth across established and emerging brand trademarks. 15 years of experience working across local and global roles, leading multi-disciplinary teams to deliver equity driving business strategy rooted in consumer and category insight. Proven experience in developing foundational brand and portfolio positioning, relaunching brands, innovation pipeline development, brand communication strategy and business integration. A passionate developer of people and high performing teams.

Overview

15
15
years of professional experience
32
32
years of post-secondary education

Work history

Global Brand Director – Single Malt Scotch Whisky (The GlenDronach, Benriach, Glenglassaugh)

Brown Forman Beverages
05.2021 - Current
  • Leader of the global Scotch Whisky team responsible for developing Brown Forman's Single Malt brands global strategic direction, brand foundations, portfolio development, and global asset creation ensuring long term and short-term growth
  • Have successfully quadrupled performance since the 2016 acquisition in a business that spans 80+ markets
  • In June 2023, relaunched Glenglassaugh with new brand positioning, packaging, portfolio and first ever creative campaign.

Global Marketing Manager – Single Malt Scotch Whisky

07.2017 - 09.2021
  • Leader of the global brand team responsible for developing the brands’ strategic foundations for Brown Forman’s newly aquired Single Malt portfolio.
  • Led the Benriach global relaunch involving the redesign of the brand/portfolio, successfully doubling the size of the business in its first year.

Senior Brand Manager Jack Daniel's Flavours

11.2014 - 07.2017
  • Responsible for the Jack Daniels's Flavour portfolio in the companies 2nd biggest market.(Jack Daniel's Tennessee Honey, Jack Daniel's Tennessee Fire, and RTS (ready to serve) innovation)


Brand Manager Jack Daniel's Tennessee Honey

04.2012 - 11.2014
  • Responsible for the launch of Jack Daniel's Tennessee Honey into the UK market in 2012. At the time, Tennessee Honey was the most successful UK spirit launch in the last 5 years and and bigger than the whole Jim Beam Portfolio combined
  • Led the multi media marketing launch campaign that won marketing awards from The Grocer and The Marketing Society
  • Led the innovation of Jack Daniel's Tennessee Honey and lemonade premix through research, development and commercialization

Assistant Brand Manager Jack Daniel's

05.2010 - 04.2012

Sales Development Manager East London

Bacardi Brown Forman
05.2009 - 01.2010

Graduate Programme

Brown Forman Beverages
10.2008 - 01.2010

Education

Diploma in Marketing -

Chartered Institute of Marketing
09.2009 - 09.2010

2:1, Bachelor of Science Geography -

University of Glasgow
09.2002 - 07.2026

3 Adv Highers, 5 Highers, 8 Standard Grades -

Stewarts Melville College
Edinburgh
09.1995 - 07.2002

Skills

  • Global long-term business and brand strategy development
  • Global brand de-design
  • Global brand positioning
  • Global portfolio & innovation development
  • Global creative and communication strategy
  • Leading mult-disciplinary teams
  • Business integration
  • Scaling up emerging brands
  • Developing global Iconic brands

Career Highlights

  • Distillers One of One Charity Auction
  • Glenglassaugh global brand relaunch
  • Benriach global brand relaunch
  • The GlenDronach and Kingsman partnership
  • Jack Daniel's Fire UK launch
  • Jack Daniel's Honey RTD Innovation
  • Jack Daniel's X Vice Documentary Series - BBQ Road Trip
  • Jack Daniel's Tennessee Honey UK launch

Affiliations

  • Exploring the world on skis
  • Falling off my surfboard
  • Supporting Scotland's endless pursuit of a Six Nations Championship
  • Tending to the garden
  • Walking Monty the Cocker Spaniel

Timeline

Global Brand Director – Single Malt Scotch Whisky (The GlenDronach, Benriach, Glenglassaugh)

Brown Forman Beverages
05.2021 - Current

Global Marketing Manager – Single Malt Scotch Whisky

07.2017 - 09.2021

Senior Brand Manager Jack Daniel's Flavours

11.2014 - 07.2017

Brand Manager Jack Daniel's Tennessee Honey

04.2012 - 11.2014

Assistant Brand Manager Jack Daniel's

05.2010 - 04.2012

Diploma in Marketing -

Chartered Institute of Marketing
09.2009 - 09.2010

Sales Development Manager East London

Bacardi Brown Forman
05.2009 - 01.2010

Graduate Programme

Brown Forman Beverages
10.2008 - 01.2010

2:1, Bachelor of Science Geography -

University of Glasgow
09.2002 - 07.2026

3 Adv Highers, 5 Highers, 8 Standard Grades -

Stewarts Melville College
09.1995 - 07.2002

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Andrew Watson