Purpose of Role
The Culture and Influencer Marketing team will be responsible for fostering brand thought leadership and enhancing brand reputation by developing a culture strategy that defines cultural platforms, gives a framework for strategy to execution and defines detailed in-culture strategy to execution for all strategic brands. This team is also charged with identifying, negotiating and executing strategic in-culture partnerships (platforms and influencers) across the region.
This role requires a deep understanding of current cultural trends, influencer and advocacy marketing models and brand partnership capabilities, excellent communication skills, and the ability to build strong relationships with partners and stakeholders
Top Accountabilities
- Grow brand Meaning, Distinctivity and Salience (MDS) scores through relevant and authentic experiential marketing augmented by brand partnerships/sponsorships that build brand in-culture thought leadership.
- Execute a clear and well-planned cultural calendar through establishing a diverse network of influencers, leverage their endorsement to build cultural relevance for brands and experiences. Negotiate partnerships and cultivate relationships to enhance brand relevance.
- Co-ordinate content distribution across various channels, monitor content performance metrics and adjust strategies accordingly to optimize reach and engagement.
- Authentically integrate Diageo brands in cultural spaces: consistently execute compelling brand stories, content and campaign execution that is newsworthy, ultimately driving consumer engagement, shareability, and talkability.
- Partnership Management: collaborate with partners on co-branded initiatives, events, and campaigns to amplify reach and impact. Evaluate partnership effectiveness and ROI, making recommendations for future collaborations.
- Utilize analytics tools to track performance, analyze trends, and identify areas for improvement. Prepare regular reports and presentations for the team, highlighting achievements and opportunities.
- Track expenses, manage vendor contracts, and negotiate cost-effective solutions. Provide regular updates on budget utilization and forecasts to senior leadership.
- Foster a collaborative and high-performance team culture, identify training and development opportunities to enhance personal skills and capabilities. Conduct regular performance evaluations.
Qualifications, Experience, and leadership
- 5 years + experience in marketing in International premium spirits and/or FMCG/Luxury good categories. Candidates with similar experience in peer companies will have an added advantage.
- Must be digital savvy, Understands what it takes to get into consumer conversations and confidently drive the Marketing Team and business to tap into opportunities.
- Track record of bringing successful new thinking into a business with a culture of experimentation, failing fast and learning quickly.
- Possess passion for the function and a drive to always push and apply new approaches/thinking from plans through to execution at pace.
- Can execute plans brilliantly to deliver business results.
- Possess real passion for in-culture work with a drive to always apply new approaches/thinking from planning through to execution.