In-Culture Manager - Don Julio

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, experiences, sponsorships, 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 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, experiences and sponsorships, leverage their endorsement to build cultural relevance for brands and experiences.
• 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.

Minimum Requirements:

Qualification

• Marketing Degree

Experience

• 8 years + experience in marketing in IPS and/or FMCG/Luxury good categories. Candidates with similar experience in peer companies will have an added advantage.
• Understanding of what it takes to get into consumer conversation and confidently drive the Marketing Team and business to follow this.
• Track record of bringing successful new thinking into a business with a culture of experimentation and failure · 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.
• Commercial acumen: End to end business understanding, develops efficient and effective plans.
• Performance driven: focused on results delivery, is highly accountable and determined to win.
• Agile - Demonstrates pace and urgency, responding quickly to emerging threats and opportunities.
• Influence: can navigate a matrix organisation and build strong relationships internally & externally.
• Resilient: able to maintain emotional balance in the face of high-performance expectations.
• Externally focused - Great external radar to spot opportunities and challenges and strongly networked into key communities of experts to understand market and legislation trends.
• Invest in Talent – Track record of leading leaders and ability to build and nurture high performing teams and insightful into what drives performance

Diversity statement:

Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.

We embrace diversity in the broadest possible sense. This means that you’ll be welcomed and celebrated for who you are just by being you. You’ll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world.

Feel inspired? Then this may be the opportunity for you.