She joined the company as interim marketing director in June, replacing Katie Rawll, who has been promoted to the role of global brand director for Glenfiddich with First Drinks owner William Grant.
McCullough has previously held senior marketing positions with Kimberley Clark, Imperial Tobacco and Diageo.
McCullough said: “I have joined First Drinks at an exciting time for the business. We are in great shape and have a fantastic portfolio of iconic brands.”?In a separate move, William Grant has set up a global marketing office in Dublin for its non-Scotch brands, including Sailor Jerry, Hendrick’s and Tullamore Dew. The Dublin office will work alongside the company’s global marketing base in Richmond, Surrey, and will take over its innovation function.
A TV, print and outdoor ad campaign for Tullamore Dew is at the commissioning stage. Grant’s recently completed the acquisition of the product as part of a deal for the spirits business of Ireland’s C&C Group.