Edrington
Edrington is a global leader in ultra-premium spirits, with a portfolio of world-renowned brands. As Copy Lead for Edrington Americas, I brought that portfolio to life across web, CRM, paid social, and POS. Brands included The Macallan, No. 3 Gin, Highland Park, and others. Additionally, I led asset creation for platforms like ReserveBar, UberEats, Drizly, and Flaviar—crafting premium, platform-tailored content that elevated engagement and deepened the brand experience.
CRM
Focused on building and deepening customer relationships through carefully crafted messages that reflect Edrington values: luxury, craftsmanship, legacy, and exclusivity.
Assets included:
Emails (newsletters, launch announcements, special invitations)
SMS (rare drops, exclusive tastings)
In-app or website messages (account updates, loyalty rewards)
Printed direct mail (premium catalogs, handwritten notes)
Social Media Management
Led the social strategy for The Macallan brand ambassador pages.
Launched a successful series called “First & Favorite”. The reel performed exceptionally well, reaching over 17x the account’s followers organically with an 8.5% engagement rate.
TheMacallan.com
Optimized for Engagement:
Balanced brand story with SEO best practices to support discoverability without compromising tone.Product Descriptions:
Developed detailed, aspirational copy for core and limited-release expressions. Each description communicates tasting notes, cask influence, and ideal moments for enjoyment or gifting.Banner copy:
Partnered closely with design and development to create visually engaging banners across the site to highlight seasonal SKUs and brand tentpole moments.
