Laura Roberts
Dunfermline,Fife
Summary
Accomplished and creative Senior Brand Manager, demonstrating a wealth of success in innovation and New Product Development. Proficient in project and stakeholder management, offering extensive understanding in the world of luxury and spirits.
Overview
16
16
years of professional experience
Work History
Global Senior Brand Manager - Laphroaig
Suntory Global Spirits
Glasgow
03.2024 - Current
- Defining the role of Laphroaig's innovation and building long-term range architecture to reach business goals
- Driving 5-year innovation pipeline, and delivering on time and on budget
- Continually evaluating market commercial performance, and implementing correctional actions where necessary
- Developing cross-functional working practices with innovation, blending, packaging development, finance and digital teams
- Establishing myself as key point of contact for PBMC and OBMC markets and Laphroaig Visitor Centre
- Creating guidelines to support excellence in execution across brand ambassadors and sales outlets
- Using insights to develop on-trade strategy to increase commercial performance and sell through in key accounts
Global Creative Manager (Lifestyle) - The Macallan
Edrington (Secondment)
Glasgow
12.2021 - 03.2024
- Developed a new strategic direction to evolve 'whisky accessories' into a luxury lifestyle space
- Installed a clear portfolio approach to manage initial launch and identify long-term opportunities
- Built and led a cross-functional team to implement a new business unit and identify systems/processes required to be successful
- Established and applied a considered and consistent design approach across all lifestyle
- Forged direct relationships with designers, suppliers, makers and collaborators
- Worked with procurement and finance to build pricing structure that achieved required ROI and commercial targets
Senior Brand Manager
The Scotch Malt Whisky Society
Edinburgh
11.2016 - 11.2021
- Responsible for all innovation and New Product Development - new-to-world products and 100+ core bottlings every month
- Added new range architecture system and built long-term innovation pipeline
- Evaluation of sales performance, and implementing correctional promotional campaigns as need
- Created and rolled out monthly consumer-led fully integrated marketing campaigns
- Supplied toolkits and frameworks to support international markets
- Developed and launched core brand identity and consumer value proposition
- Brought a new spirits brand to market within the company portfolio
- Designed new Shareholder Communications Programme
- Line management responsibility for Junior Brand Manager
Global Brand Manager - The Dalmore
Whyte & Mackay
Glasgow
05.2014 - 11.2016
- Built 5-year NPD plan to maximise stock value and achieve business growth targets
- Part of long-term strategic planning for the brand and
responsible for real-life market execution - Responsible for training and marketing toolkits for UK and global teams
- Launched brand's first NAS range for Travel Retail to trade and consumers
- Forged close relationship with Master Distiller and team to ensure credibility of liquid and story-telling
- Managed transitionary period for the brand; working with new owners, changing agencies, shifting focus to APAC markets
- Line management responsibility for Brand Executive
Senior Account Manager
Blue-Chip Marketing (Edinburgh) Ltd
Edinburgh
04.2009 - 04.2014
Education
Diploma of Higher Education - Promotional Marketing
Institute of Promotional Marketing
London2010
Bachelor of Business Administration - International Business Administration
University of Glasgow
Glasgow06.2006
Skills
- Experienced project manager with ability to hit deadlines
- Articulate communicator with desire to successfully forge relationships
- Confident to work alone or as part of a team Readily accepts responsibility
- Quick learner and ability to think on the spot
- Self-motivated and resourceful
- Keen attention to detail
- Continued interest in luxury brands and trends
Timeline
Global Senior Brand Manager - Laphroaig
Suntory Global Spirits
03.2024 - Current
Global Creative Manager (Lifestyle) - The Macallan
Edrington (Secondment)
12.2021 - 03.2024
Senior Brand Manager
The Scotch Malt Whisky Society
11.2016 - 11.2021
Global Brand Manager - The Dalmore
Whyte & Mackay
05.2014 - 11.2016
Senior Account Manager
Blue-Chip Marketing (Edinburgh) Ltd
04.2009 - 04.2014
Diploma of Higher Education - Promotional Marketing
Institute of Promotional Marketing
Bachelor of Business Administration - International Business Administration
University of Glasgow
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