IMD’s Marzia Sileno combines passion with spirits
In early 2024, Ian Macleod Distillers (IMD) established a dedicated team to manage the company’s spirits portfolio in the English capital. Marzia Sileno, brand development executive for north and west London, contributes her expertise to the team, merging her passion for spirits with purpose.
After nearly a decade of working behind the bar, crafting cocktails and welcoming guests, Sileno transitioned into daytime spirits sales in 2019 by joining The Whisky Exchange team in Covent Garden.
From there, she took on the role of tastings and events manager at Milroy’s of Soho, where Morrison Distillers-owned brand Mac-Talla whisky offered her an opportunity to translate whisky flavours into art. Her work can be seen on the labels of the brand’s Flavourscapes range.
When the opportunity to work with IMD arose, Sileno felt it was the perfect next step. The company’s portfolio includes Glengoyne, Tamdhu, Smokehead whiskies, Rosebank Distillery, Edinburgh Gin, and Langs Jamaican rum. After a year and a half in the London team, we sat down with Sileno to find out how she has been progressing and driving the company’s vision forward.
What made you choose IMD for your next endeavour?
I’m always hungry for knowledge and growth. Joining IMD was a new challenge, but I was drawn to their incredible collection of whisky distilleries. There’s a rare beauty in how IMD balances history and innovation. You don’t often find a company with such deep roots and bold vision all in one portfolio. It was an opportunity to be part of something bigger that deeply inspired me.
As a brand development executive, I look after north and west London in the on-trade, developing and expanding our brand portfolio across this vibrant city. It’s a dynamic role that keeps me on my toes, from tastings and activations to collaborating with brilliant bartenders and hosting events. And of course, getting to travel to Scotland is always a bonus. There’s nothing quite like connecting with the spirit of a whisky at its source.
How are you bringing your artistic vision to the job?
For me, creativity is not just visual, it’s emotional. I see each project, each challenge, as a blank canvas. I try to approach everything I do, whether it’s storytelling, building brand presence, or connecting with our audience, with a sense of artistic intention. Creativity lives in the details: the subtle choices, the thoughtful touches, the courage to do things differently. My goal is to spark curiosity, inspire collaboration, and help foster a culture where imagination leads the way. Whether interpreting flavour as art, crafting immersive experiences, or finding new ways to communicate a brand’s soul, I want to leave a sense of beauty and meaning in everything we create.
What has been the most exciting IMD project you’ve been involved with?
There are a few, but the most exciting is the current mission: expanding our portfolio across London. Sharing our incredible liquids with bartenders and watching them light up with excitement is where the magic is. It’s a project that speaks directly to my passion. On a smaller scale, I loved working on the Edinburgh Bar Show. At the Edinburgh Gin Distillery, I hosted two amazing bartenders from Nightjar, Emanuele Pedrazzani and Sebastiano Cristofanon. The energy, the creativity, the drinks, it was unforgettable. That event reminded me why I love what I do.
How does Ian Macleod continue to engage consumers?
Ian Macleod connects with consumers by being both grounded and visionary. We honour our heritage through meaningful storytelling and consistent quality while embracing innovation to reach people. Whether through limited editions, creative partnerships, or immersive brand experiences, we aim to spark genuine emotional connections. It’s not about simply selling whisky; it’s about sharing a journey. We also listen. Engagement isn’t one way; it’s a conversation. By paying attention to our audience, we evolve alongside them and stay relevant in an ever-changing world.
For on-trade, we’ve done a fantastic bartender engagement programme at the beginning of the year, taking them to the Edinburgh Gin Distillery, and some of them to our newly opened Rosebank Distillery. We want to engage bartenders to explore mixology through our brands.
There has been a shift towards the premiumisation of spirits. Is this the direction for IMD as well?
Absolutely. The move toward premiumisation aligns perfectly with our values. Today’s consumers seek more than just a drink; they want meaning, craftsmanship and authenticity. At Ian Macleod, we’re elevating every aspect of the experience. From rare cask selections and unique finishes to beautifully crafted packaging and storytelling, we’re focused on delivering value far beyond the liquid. Premiumisation isn’t just a trend for us, it’s a promise to continue creating exceptional products with purpose and soul.
We’re in an incredibly exciting time for the industry. Consumers are more curious, informed, and open than ever. And we have very exciting releases coming. I genuinely believe we’re just scratching the surface of what whisky can be – not just in flavour, but in how we connect, share, and experience it. I hope to keep pushing those boundaries, inspiring new conversations, and celebrating the beauty of this craft with as many people as possible.
How would you summarise your journey so far?
This journey for me is deeply personal. Whisky has been part of my story for as long as I can remember, not just as a drink, but as a form of expression. From behind the bar to brand development, and even through art, I’ve always believed in creating experiences that move people. If there’s one thing I want to share, it’s that when you blend passion with purpose, amazing things happen.
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