Culture & Entertainment Manager
hace 3 semanas
Job Description:
Take our heritage into the future. Make way for tomorrow with Diageo eCommerce.
From pioneers like Arthur Guinness, John Walker and Elizabeth Cumming, to the digital disrupters already shaping our future, at Diageo, we’ve never stopped looking forward. We’re continuing to build on our heritage and, with eCommerce at the heart of everything we do, we’re creating our legacy for tomorrow. Join us and explore new ways ahead with digital sales channels, consumer insight and data. As you help us to keep shaking up the market with industry-leading solutions, you’ll transform your career too.
About us
Diageo is the world’s leading premium drinks company with an outstanding collection of brands, such as Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Tanqueray and Guinness. With over 200 brands in 180 countries and a global network of entrepreneurial individuals, our teams blend a diverse range of experience, knowledge and skills. We connect customers and consumers to our iconic products and create innovative experiences that bring people together to celebrate life.
About the role
The future of marketing demands that our brands play a role in culture. We need to be externally focused, connected to the people and organisations that influence culture, with a deep understanding of what is happening in the world and what consumers are interested in. We must think culture back rather than brand forwards. The role of the I&A manager is to create an influencer network identifying critical target advocates in each market and identifying how each brand of our portfolio will reach and influence those groups during the year and to then execute this plan.
Context: SouthLAC is a business unit formed by 7 countries (Peru, Ecuador, Bolivia, Paraguay, Uruguay, Argentina & Chile) with similar market contexts, trends and opportunities across them. Its ambition is to change the way consumers celebrate in those countries. For delivering our ambition the focus is: reinforce our consumer recruitment strategy, consolidate our portfolio to face competition, simplify our operating model so it can cope with usual environmental volatility, route to consumer partners willing to integrate and create superior holistic value and flexible organization with an integrated winning and productive mind-set while transforming the way we work with Distributors, to generate efficient, profitable and reliable growth through mastering and being best in class in Distributors’ partnership. SouthLAC main pillars are: Focus, Agility & Scale to Transform Growth. Focus on CGT (Casual Get Together) and SO (Special Occasions) Occasions, defining what matters for consumers, customers and shoppers and maximize execution rather than development; Agility to discipline and processes to speed decisions through, true sell-out to outperform competition on shelves and fast learning to maximize investments and growth; Scale: great platforms executed brilliantly, join up with partners to expand footprint and ROI and to build a recruiting machine, every day everywhere.
Leadership & Responsibilities - No direct reports to this position, yet people management skills are critical: this position needs to work along and influence Brand Managers, Commercial, CMO, and external agencies teams. - Great relationship builder with different stakeholders internally and externally. - Demonstrate strategic thinking and ability to manage businesses for long-term viability. - Think in the future, anticipate trends and opportunities, while generating ideas and moving them into action. - Ability to orchestrate remote work teams (internal and external stakeholder)
Key outputs/deliverables: - I&A Manager is accountable for ensuring that brands gain cultural traction and are positively endorsed by key advocate groups. Advocate groups can take multiple different formats: - Bartenders and table staff - make critical interventions in the on-trade. - Editors, Bloggers, Spirits writers and opinion-formers - help consumers build confident opinions. - Customers - choices dictate what buyers see, and therefore choose, in the off-trade. - Mentors - induct consumers into categories and brands. - Aspirational drinkers - celebrated individuals in the public eye whose endorsement rings positive for our target audiences. - Portfolio Management - ensuring that our portfolio of brands show up in culture (TV, movies, fashion, sport etc) through building relationships with key publishers (online, broadcast etc), spotting opportunities, making deals. This work is supported by the Media & Digital specialist roles, who own these relationships. - Culture driven brand programs - advising brand teams/managers on how to build culturally relevant programs into their brand planning. Both planned activities that form part of the calendar but also coaching brand teams on more spontaneous ways to be present in culture, reacting to cultural and sporting events. - Editorial and Social - man
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