Sebastian McBrien

Communications Manager @Smarts

Holywood, GB

Clients- Johnnie Walker (primary focus)- Ketel One Vodka- Additional Diageo portfolio brandsCommunications & PR- Serve as core member of the Johnnie Walker Global Press Office, managing international media relations and coordinating press activities across multiple markets- Lead comprehensive communication strategies for high-profile product launches including Johnnie Walker Blue Label Ultra and seasonal activations such as the Johnnie Walker Blue Label Ice Chalet campaign- Proactively engage with international media outlets, journalists, and industry publications to secure premium coverage and maintain brand reputation across luxury lifestyle and spirits trade publications- Coordinate exclusive media events, product tastings, and press briefings to generate earned media coverage and strengthen relationships with key industry influencers- Create compelling press materials, media kits, and brand stories that resonate with target audiences while maintaining Johnnie Walker\'s premium positioning and heritage narrative.Strategic Campaign Management- Support end-to-end campaign development from strategic planning through execution and post-campaign analysis for multiple Johnnie Walker initiatives annually- Collaborate with external partners, creative agencies, and experiential teams to create integrated campaigns that maximize brand impact- Monitor global media coverage and industry trends, providing strategic insights and recommendations to optimize future campaign performance and media investment.Cross-Functional Collaboration- Work seamlessly with creative services, digital teams, and international markets to ensure cohesive campaign delivery across all touchpoints- Coordinate with internal specialists including social media, influencer relations, and localization teams to create holistic brand experiences- Support and mentor junior team members through complex campaign briefings and media relations training.

Queen's University Belfast

Bachelor of Science (B.Sc.), Psychology

Queen's University Belfast

Master of Science (M.Sc.), Marketing/Marketing Management, General