Edinburgh Tattoo appoints new marketing director at ‘important moment in its evolution’

The Royal Edinburgh Military Tattoo has appointed drink brand strategist JOHNA PENMAN as its new marketing director.

Penman will lead the Tattoo’s brand, box office, marketing and communications strategies, bringing more than 20 years’ experience in developing brand strategy across Scotland’s drinks industry.

With experience as global head of marketing at Bladnoch Distillery and marketing director at Ian MacLeod Distillers, Penman will guide the Tattoo’s long-term brand direction and support its “ambitions for audience growth in the UK and internationally”.

She also holds a non-executive director position at Edinburgh-based wine and spirits producer Muckle Brig.

Penman will help the Tattoo, an event held annually on the esplanade of Edinburgh Castle as part of the Edinburgh Festivals, champion its charitable commitments, military causes and Scottish traditional arts programmes at “an important moment in its evolution”.

Penman said she was “delighted to join the team”, calling the Tattoo “one of Scotland’s most iconic cultural exports”.

Chief executive Jason Barrett said he was “thrilled” to welcome Penman to the team.

He said: “Her experience and creative energy will be instrumental in shaping how we tell a story.

“This is an exciting time for the Tattoo as we continue to grow our creative and commercial ambitions, and Johna will play a key role in leading that journey.”