Amy macwilliam

Advisory Board Interview with Amy MacWilliam

Head of Marketing for Naked Malt at Edrington

We caught up with Amy MacWilliam, Head of Marketing for Naked Malt at Edrington, ahead of her joining the Marketing Society Scotland Advisory Board


Briefly tell us a little about yourself and what your role involves

I’m the Global Head of Marketing for Naked Malt at Edrington. I’m new to the role, but have had the pleasure of being part of the Edrington family for almost nine years. I’m originally from the Highlands, but have now settled in Stirling with my family. When not working or being a Mum to our two little girls, I enjoy going to gigs and supporting the Tartan Army.

What’s your golden rule - at work and in life?

If in doubt, dance it out.

What motivated you to join The Marketing Society Scotland Advisory Board?

Having spent much of my career in London, I am delighted to get more involved in The Marketing Society Scotland and support the marketers of the future.

In your opinion, what is the biggest challenge facing your industry today?

For many, whisky is a something their fathers – and increasingly their grandfathers – drank. It’s at risk of becoming outdated. One of the continuing challenges for our industry has been breaking these views and encouraging more diversity within our consumer base.

Which leader do you admire most and why?

I had the pleasure of having Roisin Donnelly as my manager for a number of years (former P&G Marketing Director and now a non-exec director at a number of organisations). I learnt so much from her and would never have got to where I am today without her support.

Why is being part of the Marketing Society important for your career?

Being part of the Marketing Society has helped me lift my head up from the day-to-day and be more aware of my surroundings. It has helped me to build a network across organisations and industries, and I’ve learnt a great deal as a result.

What would be your one piece of advice to those just starting out in your industry?

Have fun! Being an Assistant Brand Manager is the best job in marketing. You get to work on delivering things that our consumers and customers see, and directly impact the sales of your brand. I remember being so proud of the first time a campaign I led hit the market.

Tell us something that isn't on your CV

One of my guilty pleasures was working on Daz laundry detergent and getting to meet ‘90s icons such as Lou Carpenter and Harold Bishop from Neighbours. The team were able to have an immense amount of fun working on that brand - just how brand management should be.

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