Alexander Robertson Email & Phone Number

Glasgow, Scotland, United Kingdom

The primary responsibility of this position is to craft and advance The Macallan’s advocacy strategy, create compelling storytelling to animate the brand’s narrative, and disseminate through a global network of 120 educators. I curate a comprehensive brand education program to be imparted to our internal teams, customers, and to our end consumers. This encompasses the creation of educational materials and the oversight of The Macallan Academy, our central hub for inspiration and brand… Show more The primary responsibility of this position is to craft and advance The Macallan’s advocacy strategy, create compelling storytelling to animate the brand’s narrative, and disseminate through a global network of 120 educators. I curate a comprehensive brand education program to be imparted to our internal teams, customers, and to our end consumers. This encompasses the creation of educational materials and the oversight of The Macallan Academy, our central hub for inspiration and brand communication. The educational materials will not only delve into the intricacies of our whisky, highlighting our unique sherry-seasoned casks and the whisky’s natural hue, but will also encompass fresh campaigns, product launches, and the storied heritage of the brand.The Head of Brand Education and Storytelling spearheads the international education collective, a cadre of 120 members dispersed worldwide, steering their strategic direction and fostering their development.As part of The Macallan’s bicentennial celebrations, the advocacy community is poised play its part the brand’s enduring legacy. Show less

Glasgow, United Kingdom

A global role responsible for creative brand storytelling and a team of 50 global Ambassadors and makers.I relaunched The Heritage and Education Team as The InSpirit Team. InSpire. InSpeyside team and built on three pillars: 1. Build passion brands through experiential moments of conviviality. 2. Drive brand advocacy through the Scotch Whisky Academy.3. Win in key geographies through an annual go to market strategy.I was responsible for strategy, planning, execution… Show more A global role responsible for creative brand storytelling and a team of 50 global Ambassadors and makers.I relaunched The Heritage and Education Team as The InSpirit Team. InSpire. InSpeyside team and built on three pillars: 1. Build passion brands through experiential moments of conviviality. 2. Drive brand advocacy through the Scotch Whisky Academy.3. Win in key geographies through an annual go to market strategy.I was responsible for strategy, planning, execution, delivering assets (from social media to cocktail development) and reporting ROI (monthly) on all three pillars, which are linked to the business vision and ambition.I was head the International Graduate Programme which has twin objectives of brand building and creating a talent pipeline. I was responsible for the annual, strategic placement of up to 30 Graduate Ambassadors in market, liaising with commercial teams and affiliates to identify opportunities linked to business priorities and planning budget. Responsible for overseeing a 15-week attraction campaign, recruitment, training, and development. In 2010, I was appointed head of Chivas Brothers’ ground breaking Archive. I created an archive identity (On This We Build). Today, the Archive is built on four pillars: Educate. Protect. Authenticate. Inspire.Finally, I acted as a company-wide spokesperson and prestige ambassador on rare whiskies. Show less

Paisley, United Kingdom

Managed 5 global ambassadors with average experience of 25 years and two coordinators, building Scotch education and world-class experiences in Scotland and around the world.Built the departments’ transformative strategy.

Keith, Scotland, United Kingdom

A multifaceted, high-profile, brand building and communications role, I travelled the world to champion Chivas Brothers’ portfolio of Scotch whiskies in line with the brand compass at VIP events. At the heart of my role was executing world-class brand education experiences in international markets and on Speyside, Scotland. I work alongside marketing colleagues to plan and implement whisky education tools. I was fortunate to visit more than 60 countries in this period, spending 70% of my… Show more A multifaceted, high-profile, brand building and communications role, I travelled the world to champion Chivas Brothers’ portfolio of Scotch whiskies in line with the brand compass at VIP events. At the heart of my role was executing world-class brand education experiences in international markets and on Speyside, Scotland. I work alongside marketing colleagues to plan and implement whisky education tools. I was fortunate to visit more than 60 countries in this period, spending 70% of my career overseas. This is crucial in understanding customer and consumer needs in driving the education agenda. Show less

Glasgow, United Kingdom

I broadcast breaking news from across Scotland and established a news website for Glasgow and the west of Scotland for the global leader in independent news. This role demonstrates my ability to report concisely to a high standard, engage an audience and build key contacts.

Glasgow, United Kingdom

I walked the crime beat in Glasgow, on this occasion, on Scotland’s largest evening newspaper. This role is testimony to my ability to meet tight deadlines, work under pressure and deliver outstanding content.

Glasgow, United Kingdom

Freelance feature writer for The Big Issue in Scotland, where I won the Amnesty International Prize for Human Rights Reporting, for a series of articles on asylum seekers. I also worked as a sports writer for the Scotland on Sunday, indulging my passion for football; Reporter and producer on Lunchtime Live, one-hour of news and current affairs, with Scot FM in Edinburgh. This enhanced my presentation and influencing skills.

Postgraduate Diploma, Journalism, High Commendation

Activities and Societies: National Council for Training of Journalists qualified. Broadcast journalism, media law, government and public.

Bachelor Of Arts (Ba), Politics And Sociology

Specialised in European Politics and Social Policy in the UK.