Katrina Craig
Summary
Developed strong brand advocacy and storytelling skills while managing high-profile accounts across Scotland and England. Proven ability to engage effectively with clients through immersive brand experiences, showcasing deep brand knowledge and collaboration. Consistently maintained high standards of accuracy and detail, ensuring alignment with brand strategy and exceeding performance expectations.
Overview
8
8
years of professional experience
Work History
Brand Education Manager
EDRINGTON
06.2025 - 06.2026
- Deliver educational visits to The Glenrothes Estate for on-trade, off-trade and internal colleagues
- Deliver online educational training sessions for internal colleagues
- Brand advocacy through storytelling of The Glenrothes' unique history
- Curate bespoke experiences for private clients, HNWI and private cask visits
- Manage brand budget, stock and sales
- Support Global Aspirations including organisation of events and brand partnerships on site and off site with the global marketing team
- Hosting consumer events, dinners and supporting whisky festival events
- Support in cask operations within warehouse environment
- Support in production within distilling environment
The Macallan Brand Ambassador
EDRINGTON UK
07.2023 - 06.2025
- Brand Advocacy through storytelling of The Macallan’s rich history, heritage and craftsmanship
- Deliver on-trade and off-trade brand trainings and tasting sessions
- Hosting consumer events within on trade and retail venues, including NPD launches, brand collaborations and HNWI private events
- Advocacy calls, representing The Macallan through meaningful conversations and showing support and presence within venues
- Relationship building and networking with new and existing HNWIs and consumers
- Collaborating with influential chefs on whisky and menu pairings to accelerate flavors
- Supported Scotland and North England sales teams and sales manager in executing targeted sales strategies
- Support Global Aspirations including organization of events and brand partnerships with global marketing teams
- Managed social media presence to enhance brand visibility and industry recognition
- Recruitment and drive of visibility and new consumers through TMS and Hub Spot platforms
Food & Beverage Host
EDRINGTON
04.2018 - 07.2023
- Demonstrate strong knowledge of both food and beverage menus including wine and whisky pairings
- Maintain exceptional serve and drink quality in line with the brand etiquette and luxury profile
- Ensure smooth and consistent standards of service within the brasserie and bar
- Deliver private and group whisky tasting experiences
- Supported execution of tailored events
- Exceed statutory hygiene levels in line with HACCAP & COSHH Regulations
Laboratory Technician
EDRINGTON
08.2020 - 08.2021
- Conduct tint and strength analysis on 1200 samples weekly to ensure quality standards
- Vial samples prior to running cask extractive analysis on HPLC machine
- Record data within EDFSS Stock Quality Data and Microsoft Excel to maintain accurate inventory
- Prioritize sample request order to support whisky makers' workflow and demands
- Coordinated with warehouse team for cask sampling logistics
- Support whisky makers with sensory analysis, cask selection, and vattings to enhance product development
Boutique Assistant
EDRINGTON
04.2018 - 01.2020
- Cultivated strong client relationships, delivering a personalised luxury service that enhanced customer experience
- Deliver a luxury experience and expert brand knowledge on products
- Developed brand knowledge through ongoing training, remaining aware of industry changes and consumer demands
- Ensure the boutique was presented as a luxury destination by maintaining a high standard of cleanliness and organisation
- Monitored and replenished stock levels, ensuring effective stock management aligned with monthly KPIs
- Develop and build a rapport with private clients through and alongside the Private Client Relationship Manager
- Recorded data in compliance with GDPR regulations using HubSpot software
Education
HND -
Beauty Therapy
Level 1 award - WEST
Wines
Level 2 award - WSET
Spirits
Training Luxury -
Renato Mosca
Elementary Food Hygiene -
Jerez
Valdespino Academy
Skills
- Written and verbal storytelling
- IT and Microsoft proficiency
- Social media management
- Commercial awareness
- Event planning and management
- Diary and schedule management
- Budget oversight
- Target-driven performance
Hobbies and interests
- Equestrian
- Outdoor activities
- Socialising
- Wellbeing
Timeline
Brand Education Manager
EDRINGTON
06.2025 - 06.2026
The Macallan Brand Ambassador
EDRINGTON UK
07.2023 - 06.2025
Laboratory Technician
EDRINGTON
08.2020 - 08.2021
Food & Beverage Host
EDRINGTON
04.2018 - 07.2023
Boutique Assistant
EDRINGTON
04.2018 - 01.2020
HND -
Beauty Therapy
Level 1 award - WEST
Wines
Level 2 award - WSET
Spirits
Training Luxury -
Renato Mosca
Elementary Food Hygiene -
Jerez
Valdespino Academy