The Royal Edinburgh Military Tattoo appoints new Marketing Director
The Royal Edinburgh Military Tattoo has appointed Johna Penman as its Marketing Director, leading the organisation’s Brand, Box Office, Marketing and Communications functions.
Article Source: The Royal Edinburgh Military Tattoo
Last Updated: 9 December 2025 10:46
In this role, Johna will shape brand and communications strategy and enhance the customer journey for audiences and ticket buyers. She will play a key role in guiding the Tattoo’s long-term brand direction and supporting its ambitions for audience growth in the UK and internationally.
Johna brings more than 20 years’ experience developing brand strategy for some of Scotland’s most recognised drinks brands. Her career includes senior positions such as Head of Brands at Edrington-Beam Suntory, Global Head of Marketing at Bladnoch Distillery, and Marketing Director at Ian MacLeod Distillers, complemented by consultancy work across the international wine and spirits sector.
She joins the Tattoo at an important moment in its evolution, working closely with Chief Executive Jason Barrett, Creative Director Alan Lane and the Senior Management Team to highlight the balance of tradition and innovation that defines the Tattoo and support its growth at home and abroad.
As the Tattoo prepares to share more on its 2026 Show, A Call to Gather, Johna and the Marketing and Communications team will amplify the creative vision behind this year’s production. They will continue to champion the Tattoo’s charitable commitments, supporting military causes and Scottish traditional arts programmes.
Johna Penman, Marketing Director at The Royal Edinburgh Military Tattoo, said: “The Tattoo is one of Scotland’s most iconic cultural exports, celebrated for its creativity, collaboration and national pride. I’m delighted to join the team and build on its incredible legacy, inspired by its charitable giving and the opportunity to connect new audiences with the excitement and emotion of the Tattoo experience."
Jason Barrett, Chief Executive at The Royal Edinburgh Military Tattoo, added: “We’re thrilled to welcome Johna to the Tattoo team. Her experience and creative energy will be instrumental in shaping how we tell our 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.”
The Royal Edinburgh Military Tattoo returns for their 2026 Show, A Call to Gather from 7-29 August and tickets can be purchased at edintattoo.co.uk/tickets or on the phone on 0131 225 1188.
Image: Johna Penman
Image credit: The Royal Edinburgh Military Tattoo.
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