Context around the job
In today’s world, our markets are increasingly more fragmented, and our consumers more demanding. We need to transform our Marketing to collectively improve our operational effectiveness, while we engage our consumers more deeply with the development of quicker and more impactful innovation, the activation of sharper digital plans, and the creation of breakthrough and award-winning brand and product storytelling.
The latter especially requires a strong consumer centric approach, with a deeper knowledge of local consumer insights and cultural trends, so that our communication can resonate more deeply. For this reason, two new Brand Company Functions are being created, located in “Drive markets” (markets representative of a strategic consumer archetype for the brand), to ensure the development of exceptional brand and product communications: “Creative Content Managers” (content development) and “Market Activation Managers” (markets coordination and broadcast).
Job Purpose
- Develop superior creative content for the Drive Market as well as “lookalike” markets
- Enhance consumer centricity fueling creative development with strong cultural insights gathered locally
- Ensure global brand consistency and adhere to high brand standards & guidelines
Accountabilities
Collect brand strategy and guidelines for creative content development from central Chivas Team in London Gather requirements from Chivas Brothers and PRN/ PRSA regarding creative content needs and local consumer insights Develop local creative assets based on global brand strategy and global big idea / CEP (Consumer Engagement Platform). Those assets can include:
- Local ATL Campaign (all media)
- Drive market cultural content
- Key digital assets
- Strategic Limited editions (i.e. directly related to the Brand’s big idea) and related asset, e.g. Balmain
- Chivas initiatives such as the Manchester United FC/Football platforms and relevant cultural partnerships (where applicable)
Share creative brief guidelines with local marketing teams for other creative assets (e.g.: BTL, L3F) Manage relationship with creative agencies and partners (incl. cost control): global agency and/or its local affiliate, local specialist agencies, local contact of global partner or local partners, etc. Liaise back with global Chivas Team to ensure developments are on-brand and on-strategy Share content created with local market for broadcast Ensure all content created abides by the Responsible Marketing guidelines and local legal practices
Challenges of the job
Understand creativity and how creative teams work Be sufficiently local consumer savvy to get buy-in from local marketers and avoid duplication of tasks Being a strong collaborator between Chivas Brothers and the local marketing teams is pivotal to the role
To always have a proactive approach in understanding and recognizing relevant cultural opportunities which could help drive creativity and activations
Impact of the Job
Decisions made Validate the content of the campaigns after reviewing with key stakeholders Validate agency fees, in line with Chivas Brothers guidelines
Management dimension
Number of Peers (reporting to same direct supervisor): One
Number of Direct Reports (reporting to this role): None
Quantitative Dimension
Number of Brands: One
Key Contacts of the Job
Internal Key Contacts
Nature of Interaction
Central Brand teams at Brand Co
Receiving briefing and guidance on brand strategy throughout the creative development process
Senior Marketing teams in Drive Market (Marketing and Brand Directors / Marketing Managers)
Furthering consumer and market understanding. Sharing creative development progress throughout the process
Market activation manager
Gathering consumer and market requirements. Sharing developed content.
Local studio when applicable
Briefing creative teams and managing the relationship and quality of output
Community of Creative Content Managers from other Brand Cos
Exchanging information and best practices. Networking.
External Key Contacts:
Nature of Interaction
Global and local creative agencies
Briefing teams and managing the relationship and quality of output.
Local representatives of global partners
Briefing teams and managing the relationship and quality of output.
Job Requirement
Academic & Professional experience required
- Graduate Degree with marketing or business management
- Professional experience (min 7 years)
- Strong experience in developing global and/or local creative campaigns
- Preferable if previous experience (or at least a solid understanding) of global brands and street brands spanning sport, music and fashion
- Successful creative execution track record preferably lifestyle or luxury brands
- Strong experience in leading creative development with multiple stakeholders, including agencies
- English proficiency
Marketing functional skillset
- Creativity (Leading edge)
- Insights into Action (Leading edge)
- Digital Acumen (Leading edge)
- Project Management (Mastery)
- Influencing & Partnering (Mastery)
- Brand portfolio & strategy (Mastery)
Leadership Attributes & Competencies
The 9 competencies in bold below are mission critical for this role to drive Pernod Ricard’s marketing transformation. Recommendation is that a candidate to be retained for this position should rate at least “Capable” on 6 of these 9 capabilities. A professional development plan will be required for all other 3 capabilities to increase the level of proficiency.
- Courage (in the Bold & Agile attribute)
- Nimble learning (in the Bold and Agile attribute)
- Customer Focus (in the Consumer centric attribute)
- Cultivates Innovation (in the Consumer centric attribute)
- Tech Savvy (in the Consumer centric attribute)
- Drives results (in the Deliver through collaboration attribute)
- Collaborates (in the Deliver through collaboration attribute)
- Plans and aligns (in the Deliver through collaboration attribute)
- Instills trust (in the Open & Authentic attribute)
Other features
- Local contract
The job description reflects a true and accurate picture of the job as at the updated date.
Job Posting End Date:
Target Hire Date:
2023-01-02-08:00
Target End Date:
What We Do
Pernod Ricard is a convivial, responsible and successful global wine and spirits group and the #1 premium spirits organisation in the world. The Group represents 240 premium brands available in more than 160 countries. We are 18,500 exceptionally talented people worldwide with our own salesforce in 73 countries.
Our portfolio is one of the most comprehensive in the market with every major category of wine and spirits, providing Pernod Ricard with a unique competitive advantage. To keep growing our business, transforming our industry and making a positive impact on the world, we believe in the power of human connection. Creating ‘convivialité’ is our business and our raison d’être.
As ‘créateurs de convivialité’, our purpose is to turn every social interaction into a genuine, friendly and responsible experience of sharing. We believe there can be no convivialité with excess and strive to be sustainable and responsible at every step, from grain to glass.
