Marketing Manager – Whiskey & Rum
Location
Tokyo, Japan
Employment Type
Full-time
Reporting Line
Marketing Director, Japan
Overview
A global premium spirits company is seeking a Marketing Manager to lead its Whiskey & Rum category business in Japan.
This role serves as the category owner responsible for defining mid- to long-term strategy, managing portfolio direction, leading innovation pipelines, and driving integrated marketing execution across the Whiskey & Rum portfolio. The position combines strategic leadership with hands-on involvement in major campaigns, innovation projects, and cross-functional business initiatives.
The successful candidate will manage Brand Managers while also directly contributing to high-priority campaigns, portfolio strategy, creative direction, and commercial decision-making.
Key Responsibilities
• Own category performance across Net Sales, Profitability, Market Share, and Brand Equity
• Define portfolio roles, pricing architecture, occasion mapping, and investment allocation across the Whiskey & Rum portfolio
• Build and manage multi-year innovation and renovation roadmaps
• Develop business cases and support innovation approval processes
• Contribute directly to strategic storytelling, campaign briefing, and creative evaluation for key initiatives
• Lead and coach Brand Managers with clear objectives, KPI management, and development planning
• Approve brand strategies, annual plans, activation calendars, and campaign priorities
• Provide hands-on leadership support for high-impact or complex business initiatives
• Lead annual planning, monthly business reviews, and marketing budget governance
• Establish measurement frameworks including media mix analysis, brand health tracking, and performance optimization initiatives
• Ensure compliance with legal, regulatory, corporate, and brand guidelines
• Oversee agency management across creative, media, PR, and research functions
• Ensure high-quality local adaptation while maintaining alignment with global brand identity and guidelines
• Collaborate closely with regional and global marketing teams on portfolio strategy, innovation planning, and communication initiatives
• Provide Japan market insights to influence regional and global strategic direction
• Partner with Sales and Customer Marketing teams on category priorities and commercial planning
• Collaborate with Finance and Supply Chain teams on pricing, margin management, forecasting, and inventory planning
Required Qualifications
• 7–12 years of progressive Brand or Category Management experience
• Experience within FMCG, beverage, luxury, or related consumer industries
• Proven success leading integrated 360° campaigns across ATL, Digital, and PR channels
• Strong financial and commercial acumen including pricing, margin management, forecasting, and business case development
• Strong analytical skills and familiarity with consumer and market data platforms
• Experience managing agencies and leading creative development processes
• Ability to balance people leadership with hands-on execution
• Native-level Japanese communication skills
• Business-level English communication skills
Preferred Background
• Experience within premium beverage, alcohol, or luxury consumer brands
• Experience managing complex multi-brand portfolios
• Experience working within multinational and matrix organizations
• Strong understanding of premiumization strategies and portfolio architecture
Core Competencies
• Strong strategic and commercial thinking
• Leadership and team development capability
• High-level communication and stakeholder management skills
• Consumer-centric and insight-driven mindset
• Strong executional discipline and attention to detail
• Ability to lead cross-functional collaboration in fast-paced environments
• Strong creative judgment and storytelling ability
Key Success Metrics
• Category sales, profitability, and market share growth
• Portfolio health and pricing mix optimization
• Innovation and renovation launch success
• Campaign effectiveness and ROI performance
• Digital and brand performance improvement
• Capability development and engagement of Brand Managers
• Consistency and quality of key marketing initiatives
Work Environment
• International and collaborative marketing organization
• Frequent interaction with APAC and global stakeholders
• High-impact role within a premium consumer brand portfolio
• Dynamic environment combining strategic planning, innovation, and execution leadership