Matthew Hawes
Windsor,Berkshire
Summary
15 years spent creating and building some of the most iconic spirit brands in the world including Monkey Shoulder, The Balvenie and Hendrick's Gin. Keen to stretch myself in a new / unfamiliar environment and looking for the next challenge.
Work history
Global Innovation Director
William Grant & Sons
London, London
2022.09 - Current
- 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.
Global Marketing Director - 3rd Party Markets
William Grant & Sons
London, London
2021.01 - 2022.09
- 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.
Global Brand Director
William Grant & Sons
London, London
2016.03 - 2021.01
- 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, Esoteric Brands
William Grant & Sons
London, London
2011.01 - 2016.03
- 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
Various Brand Manager Roles
William Grant & Sons
London, Greater London
2008.03 - 2012.01
- 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.
European Graduate Scheme
Kimberly Clark
Kings Hill, Kent
2005.09 - 2008.03
- 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.
Sales Associate
Euromoney Institutional Investor
London, Greater London
2003.09 - 2005.02
- Telesales to achieve very challenging monthly targets. Required an entrepreneurial attitude and a thick skin.
Education
MBA - Business
2010.09 - 2013.08
Bachelor of Arts - History
2000.09 - 2003.06
A Levels - History, Politics, Economics
1996.09 - 2000.08
Skills
- People leadership
- Commercial expertise
- Brand positioning
- Advocacy led brand building
- Digital marketing
- Luxury branding
Timeline
Global Innovation Director - William Grant & Sons
2022.09 - Current
Global Marketing Director - 3rd Party Markets - William Grant & Sons
2021.01 - 2022.09
Global Brand Director - William Grant & Sons
2016.03 - 2021.01
Marketing Manager, Esoteric Brands - William Grant & Sons
2011.01 - 2016.03
Henley Business School - MBA, Business
2010.09 - 2013.08
Various Brand Manager Roles - William Grant & Sons
2008.03 - 2012.01
European Graduate Scheme - Kimberly Clark
2005.09 - 2008.03
Sales Associate - Euromoney Institutional Investor
2003.09 - 2005.02
University of Southampton - Bachelor of Arts, History
2000.09 - 2003.06
Reigate Grammar School - A Levels, History, Politics, Economics
1996.09 - 2000.08