Natalie Alexander
Digital Manager, Americas @Whyte & Mackay
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WORK HISTORY
Digital Manager, Americas @Whyte & Mackay
Partner with VP of Marketing, CRM Manager and D2C Leads to develop an annual plan to increase online business, visibility, engagement and growth/use of The Dalmore Guild- Partner with Americas Brand Manager to develop cohesive plan for all WMA brands, covering all touchpoints- Lead in managing media and DTC Americas budget, assisting in annual proposal to fit business needs and ensure profit delivery of all WMA portfolio- Recruit new consumers and increase discoverability, awareness and consideration for WMA brands- Deliver digital amplification to drive mental availability in the Americas, with a focus on The Dalmore, Fettercairn and Jura- Execute standards for media campaigns and key retail accounts to ensure consistency across all partners- Manage Americas media budget and strategy across key markets- Work closely with Global Digital team to align on overall online strategy, KPIs and test & learn efforts- Work with Global Brand teams to feed market creative & brand requirements, catered to specific channel tactics and ensure consumer journey is seamless with DTC platform- US & Canada E-commerce Lead, driving clear strategy to grow partner sites and WMA visibility- Collaborate with local Single Malt Specialists to liaise with key E-commerce accounts, develop bespoke strategy and recommended plan to deliver against sales objectives- Work with President, VP of Sales & Area Manager to drive cadence on focus SKUs and support in creating pitch plans to increase online sales of WMA brands- DTC, Consumer journey and CRM support - Collaborate with Global DTC Lead to develop US-specific DTC roadmap to increase growth, revenue and consumer engagement- Work with internal and external stakeholders to develop a seamless consumer journey for focus brands Dalmore, Fettercairn and Jura- Collaborate with Americas Brand Manager to develop integrated approach across paid media, press and KOL outreach, Ecommerce retailer and owned DTC channels
EDUCATION
Savannah College of Art and Design
Bachelor of Fine Arts (BFA), Advertising Design
SKILLS
ABOUT NATALIE ALEXANDER
With over a decade in beverage marketing, I’ve built and led brand, trade, and digital programs across wine, beer, and spirits. I currently lead paid media, CRM, DTC, and e-commerce initiatives at Whyte & Mackay in the Americas, helping bring our luxury whisky portfolio to life online.
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