The Artisanal Spirits Company
Growth & Campaigns Lead – Europe
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Location: Edinburgh (Hybrid)
Reporting to: Head of European Marketing
Direct Reports: European Content Manager, Marketing Executive
Salary: Around £60,000
The Opportunity
We're looking for an experienced and commercially minded Growth & Campaigns Lead to drive customer growth across Europe, our largest region.
This role is responsible for shaping and delivering the regional growth agenda across acquisition, engagement, retention, and reactivation. You’ll combine expertise in CRM, customer insight, digital marketing, and campaign strategy to deliver measurable membership and revenue growth.
Working closely with senior stakeholders across Digital, Commercial, Brand, Tech & Data, and Member Experience, you'll identify growth opportunities, influence investment decisions, and ensure marketing programs deliver against ambitious commercial targets.
As a people leader, you'll develop and inspire a small, high-performing team through clear direction, coaching, and accountability.
What You'll Be Responsible For
Growth & Campaign Strategy
- Own and lead the European growth marketing strategy, ensuring alignment with commercial priorities and long-term business objectives.
- Develop growth plans across acquisition, engagement, retention, and reactivation, identifying opportunities through customer insight, market trends, and commercial performance.
- Lead strategic decisions on audience targeting, campaign priorities, channel investment, and lifecycle programs.
- Act as the regional growth marketing expert, influencing senior stakeholders and supporting the delivery of membership and revenue growth targets
CRM & Member Lifecycle Marketing
- Own the European CRM and lifecycle marketing strategy, ensuring communications support customer and commercial objectives at every stage of the member journey.
- Define segmentation, personalisation, and customer journey frameworks that improve acquisition, retention, engagement, and customer lifetime value.
- Lead the development of data-driven lifecycle programs informed by customer behaviour, insight, and business priorities.
- Drive best practice in CRM, marketing automation, and customer communications, using performance data to optimise activity and identify future growth opportunities.
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Campaign Leadership, Performance & Optimisation
- Lead the planning and delivery of integrated campaigns across CRM, content, digital, social, and paid media.
- Ensure campaign activity is strategically aligned, commercially focused, and effectively measured.
- Establish testing and optimisation frameworks to continuously improve performance and inform future investment decisions.
- Present insights, recommendations, and performance outcomes to senior stakeholders with confidence and credibility.
Team Leadership & Capability Development
- Lead, coach, and develop the European Content Manager and Marketing Executive, setting clear objectives and driving high performance.
- Provide strategic direction while empowering team members to take ownership of delivery.
- Build capability through coaching, mentoring, and development, creating a collaborative and accountable team culture.
- Prioritise team resources effectively to ensure delivery against business objectives.
Budget & Agency Management
- Manage significant areas of the European marketing budget, allocating resources to maximise commercial impact.
- Make evidence-based recommendations on channel investment and campaign spend, tracking effectiveness and ROI.
- Lead agency and partner relationships, setting clear objectives, challenging performance, and ensuring value for money.
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What You'll Bring
Essential
- Significant experience in growth marketing, CRM, lifecycle marketing, or integrated campaign management, including strategy ownership and execution.
- Proven success developing marketing strategies that deliver measurable commercial growth.
- Strong expertise in customer lifecycle marketing, segmentation, personalisation, and customer journey development.
- Demonstrable success across acquisition, engagement, retention, and reactivation programs.
- Strong analytical and commercial capability, using customer insight and performance data to inform business decisions.
- Experience managing budgets and evaluating marketing investment and ROI.
- Proven people leadership experience, including coaching and development of marketing professionals.
- Ability to influence senior stakeholders and collaborate effectively across multiple business functions.
- Excellent communication, presentation, and stakeholder management skills.
Desirable
- Experience within membership, subscription, hospitality, premium consumer, or lifestyle brands, ideally across multiple European markets.
- Advanced knowledge of CRM and marketing automation platforms.
- Experience managing agency partnerships and external suppliers.
- Interest in whisky, spirits, or enthusiast communities.
Success in the Role
Success will be measured through:
- Delivery of European acquisition, retention, engagement, and revenue growth targets.
- Growth in customer lifetime value and improved conversion across key customer journeys.
- Demonstrable ROI from marketing investment and campaign activity.
- Establishment of a clear, insight-led European growth strategy with strong stakeholder confidence.
- Development, engagement, and performance of the marketing team.
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