Global CRM & Loyalty Manager

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Date: Feb 4, 2026

Location: Glasgow, GLG, GB

Company: Suntory Global Spirits

At Suntory Global Spirits, we craft spirits of the highest quality and deliver brilliant experiences to people around the world. Suntory Global Spirits has evolved into the world's third largest leading premium spirits company ... where each employee is treated like family and trusted with legacy. With our greatest assets - our premium spirits and our people - we're driving growth through impactful marketing, innovation and an entrepreneurial spirit. Suntory Global Spirits is a place where you can come Unleash your Spirit by making an impact each and every day.

 

What makes this a great opportunity?

Suntory Global Spirits is seeking a data driven minded CRM & Loyalty Manager – Scotch & Irish (with a focus on Laphroaig) to join our dynamic, progressive team of Digital Marketing professionals. The perfect candidate is a brand builder, analytical, CRM champion, and has strong organizational and interpersonal skills.  

 

Suntory Global Spirits is the third largest Premium Spirits company in the world. We are an organization that creates brands that are a part of celebrations and our culture reflects this. By joining the team, you will be an integral part in building our brands interaction with consumers at every touchpoint. Constantly evolving and always something new to learn, this new role offers the opportunity to shape how we bring our brands to life in the minds and hearts of our consumers. 

 

The role of CRM & Loyalty Manager for Scotch & Irish will be perfect for an individual who loves diving into the data, obsessing over new ways to test and learn, with a passion for customer loyalty and driving increased performance. 

Role Responsibilities

In your role as Global Community Manager (Scotch) - you will be part of our success by: 

 

  • Responsible for setting a clear CRM strategy, that is fully aligned and supports each global scotch brand strategies. 
  • Setting the Global strategy for the Friends of Laphroaig and My Bowmore programmes - owning the segmentation, campaign planning, and individual campaign strategy both at global and market level - increasing conversion, improving retention, and nurturing through to loyalty. 
  • Developing and leading the omnichannel automation strategy, across the customer life cycle including email, social, SMS and wallets. 
  • Owning the CRM communications plan across all key channels (organic and paid), working alongside the Marketing and DTC teams, to ensure the best campaigns and automated programmes are in place to drive engagement and incremental revenue. 
  • Partner with data science and analytical teams to define requirements and turn insights into action.  
  • Translate analytical findings into CRM campaigns, segmentation and personalisation strategies and journey improvements.   
  • Use customer data and CRM analytics to drive acquisition, retention and customer lifetime growth. 
  • Testing & Optimisation Roadmap - Build and plan effective 'test, learn and optimise' strategies across multiple channels to gain more insight, driving improved LTV performance. 
  • Monitor performance through dashboards and reporting, using data to inform testing and continuous optimisation.  
  • Communicate insights and recommendations leading the acquisition strategy across touchpoints with market & brand team guidance in driving 1P Data. 
  • Defining and driving relevant innovation with the latest CRM technology, including SMT & NFTs 

Qualifications

WHAT DO I NEED TO DEMONSTRATE? 

 

At Suntory Global Spirits, we recruit the best people to help grow our business and build on our success. To be considered for this position you must be able to demonstrate the following: 

 

Required: 

  • 3-5 years of experience in CRM with a consumer products company 
  • Salesforce Marketing  and Loyalty Cloud or similar CRM Platform experience preferred 
  • Strong commercial awareness and understanding of consumer behaviour  
  • Digital marketing & performance marketing experience 
  • Track record of managing people/teams to deliver high quality results 
  • Demonstrated ability to strategically manage internal or external clients and provide exceptional customer service and results 
  • Prior experience developing functional strategies, agendas and road maps 
  • Ability to roll sleeves up & get things done 
  • Outstanding communication skills with both technical and non-technical colleagues 
  • Deep experience working with or for marketing/development agencies with a strong understanding of required resources and costs to execute initiatives 

Preferred: 

  • Experience in the alcoholic beverages industry, and/or 
  • Experience with premium and luxury goods 

Education: 

  • Degree in Marketing, Communications or similar field preferred.  

 

WHAT ELSE DO I NEED TO KNOW? 

 

Role Location: Glasgow

This role is global in nature and involves working with BSIs offices around the world. As a result: 

10% international travel is expected 

Frequent meetings will occur outside of core work areas. Best efforts will be made to schedule meetings within core work hours of all attendees, but this is not always possible.   

 

KEY STAKEHOLDERS 

 

Scotch Brand Team  

SGI Digital Team 

Global digital team (Global CRM Director & team) 

Priority market digital/e-commerce teams  

Regional digital/e-commerce team 

 

While relocation, immigration, and/or tax compliance support are not guaranteed, we may offer assistance to successful candidates depending on factors such as role requirements in accordance with company guidelines.

At Suntory Global Spirits, people are our number one priority, and we believe our people grow together in diverse and inclusive environments where their unique insights, experiences and backgrounds are valued and respected. Suntory Global Spirits is committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, military veteran status and all other characteristics, attributes or choices protected by law. All recruitment and hiring decisions are based on an applicant’s skills and experience.


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