Matthew Hawes

• Focussed the company on what opportunities to go after before leading 5 New to World workstreams across multiple spirits categories including Tequila, Blended Scotch Whisky, Irish Whiskey, Gin and more...
• Oversaw the creation of a Brand Incubation function
• Managed the international roll out of Discarded Spirits Company.

- Responsible for Marketing plans in more that 200 markets

- Led a remote team of 50 stretched across 13 time zones

- Transformed business ambition in SEA, Africa and Latin America.

- Led the transformation of The Balvenie Single Malt Scotch from esoteric whisky brand to luxury icon. Involved Positioning, Range Architecture, Visual Identity, Digital Capability)

- Developed the Monkey Shoulder brand and led it's growth from 50k to 500k cases (??? NSV in 2015 to ??? in 2021). Oversaw an advocacy first global roll out from 2 markets to more than 80.

- Responsible for ??? of A&P spend globally.

- Marketing Manager for The Balvenie, Monkey Shoulder and Hendrick's.

- Developed Hendrick's innovation pipeline including the first 'Cabinet of Curiosity release', Absinthe and more.

- Developed Monkey Shoulder Positioning, Brand World and Bartender programmes (Camp Monkey, Ultimate Bartender Compeition, World's Loudest Silent Disco, etc.

- Worked on The Balvenie's Range Strategy, developing 10+ more variants in multiple sub ranges. In so doing I commercialised various aged stocks adding ??? in net sales value

- Worked on The Balvenie, Grant's and Hendrick's

- Established a love for advocacy led marketing.

- Included 12 months in New York overseeing the development of The Balvenie and Hendrick's across the USA.

- Various positions across Sales and Marketing

- Worked on the Morrisions account, negotiating the sales of Andrex toilet paper and Huggies nappies

- Associate Brand Manager on the Huggies Childcare range including Pull Ups, Drynights and Little Swimmers.

- Learned to love the roll of marketing at the center of business operations.

- Telesales to achieve very challenging monthly targets. Required an entrepreneurial attitude and a thick skin.