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Luxury Culture Manager

3 meses atrás

São Paulo, São Paulo, Brasil Diageo Tempo inteiro

From Arthur Guinness to Johnnie Walker, our business was founded on people of great character, and in 250 years, nothing's changed.

We're the world's leading premium alcohol company. Our brands are industry icons. And our success is thanks to the strength of our people, in every role. It's why we trust them with our legacy. And it's why we reward them with the career-defining opportunities that they deserve.
Our ambition is to create the best performing, most trusted and respected Consumer Products Company in the world. To achieve these, we need the world's very best people.
Feel inspired? Then this may be the opportunity for you.

About the role:

The Luxury Culture Manager position is a critical, and this individual will be responsible to leading the "Into Culture" strategy and execution on our luxury brands in the market, creating and executing initiatives that connect and infiltrate our brands within various cultural verticals according to the brand positioning in the region.

We want the brand to be culture-forward: participating with people, in the places, at the moments which intersect with what consumers care about.

We want to create powerful ideas to that earn consumer advocacy:
causing consumers to talk to other consumers about the brand voluntarily.

We need a gold standard culture expert who will disrupt our thinking, bring the outside in, anticipate trends, create our brand networks, and develop best in class plans to drive talkability and to generate content.


The main KPIs:

  • Improve the talkability index of the brands (a combination of earned media in social and press, and search on google)
  • Help the brand to improve the Brand Score at Kantar focused on Meaningful
- # of innovative initiatives in culture actions (collabs, LTO ́s, new ways of sell, new ways to experience the brand, on trade experiences, ecc)

  • Enhance Brand Visibility and brand relevance.
  • Foster meaningful connections with the target audience.

Top accountabilities:

Develop and Execute "Into Culture" Strategy: Partner with Brand Leads to develop and execute the "Into Culture" strategy for our luxury brands in the market.

This involves identifying relevant cultural verticals, understanding target audience interests, and creating impactful initiatives that align our brands with the culture driving talkability and earned media.

These initiatives should aim to enhance brand visibility, increase brand relevance, and foster meaningful connections with the target audience.

Cultivate Relationships in Cultural Verticals:
Establish and nurture relationships with key stakeholders, influencers, and representatives within various cultural verticals. This includes building a network of contacts in the music, fashion, sports, entertainment and other relevant industries. Leverage these relationships to gain insights, identify collaboration opportunities, and effectively infiltrate our brands into the cultural landscape.

Deep Knowledge of Earned Media:
Possess a deep understanding of earned media channels, including social media, influencers, PR, and content partnerships.

Stay up-to-date with the latest trends and best practices in leveraging earned media to drive brand engagement and amplify cultural impact.

Identify opportunities for brand collaborations and partnerships within the earned media space.

Measure and Optimize Performance:
Develop and implement metrics and KPIs to track the success and impact of Culture Marketing initiatives. Regularly analyze performance data to identify areas for improvement and optimize strategies accordingly. Provide actionable insights to senior leadership on the effectiveness of the "Into Culture" strategy and recommend adjustments as needed.

Cross-functional Collaboration: Collaborate closely with internal stakeholders, including marketing, brand management, costumer marketing, brand curators and also the culture managers of the other markets.

Foster effective teamwork and alignment to ensure the seamless integration and execution of Culture Marketing initiatives across all brand touchpoints.


Brand experience:
Responsible for shaping how consumers perceive and interact with the brands.

Their duties include developing strategies to create cohesive and positive brand image across various touchpoints, ensuring consistency in messaging, implementing initiatives to enhance brand engagement and talkability.

They focus on delivering a memorable and consistent brand experience that resonates with the target.

Qualifications: 10 years of experience in Culture: Strategic Culture Marketing, Influencer Engagement, Contracting and Management, Earned Influencer & Media Relationships, Public Relations, Large-Scale Sponsorship and Partnerships, Events and Experiences, Content Production for Earned and Social-First Deployment, Proven Track Record of Earned Talkability for Brands & Brand Performance working with Luxury Brands.

Strategic marketer with experience developing cultural brand positioning for global brands

Future focused, consumer obsessed and externally oriented: a long-term holistic outlook and strategic approach with the consumer at the heart to be able to identify opportunities putting our brands as first movers.

Managing complexity.

Track record of managing multiple priorities, complex brand architecture and projects, and a range of business issues within ambiguous context and matrixed organization.

Can hold tension for a sustained period.

Connected influencer - one phone call away from the people, places and parties driving culture today, and connected to what's coming around the corner.

Inspired to nurture earned relationships building long-term partnerships for the future.
Luxury Activation – track record of successful brand activations around the world, executed with exceptional standards in luxury, highly talked about
Content producer with social-first approach to earned deployment.
Strong drive, delivery and determination. Resilience is Key
Strong communication, leadership, presentation and influencing skills
Creative flair and consumer back obsession, reflected in outstanding creative work.
Diversity statement Celebrating our inclusive and diverse culture is core to Diageo's purpose of "celebrating life every day everywhere".

This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity.

We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base.

We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings.

Flexibility is key to success in our business and many of our staff work flexibly in many different ways, including part-time, compressed hours, flexible location.

Please talk to us about what flexibility means to you and don't let anything stop you from applying.
Character Is Everything

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Additional Locations : Job Posting Start Date : Job Posting Start Date : About UsWith over 200 brands sold in more than 180 countries, we're the world's leading premium drinks company.

Every day, over 30,000 talented people come together at Diageo to create the magic behind our much-loved brands. From iconic names to innovative newcomers – the brands we're building are rooted in culture and local communities.

Our ambition is to be one of the best performing, most trusted and most respected consumer products companies in the world.

Our founders, such as Arthur Guinness, John Walker, and Charles Tanqueray, were visionary entrepreneurs whose brilliant minds helped shape the alcohol industry.

And through our people, their legacy lives on. Join us, and you'll collaborate with talented people from all corners of the world.

Together, you'll innovate and push boundaries, shaping a more inclusive and sustainable future that we can all be proud of.

With diversity at our core, we celebrate our people's unique passions, commitments and specialist skills. Because when varied voices, mindsets, and personalities come together, great ideas are born. In our supportive culture, your voice will be heard and you'll be empowered to be you. Just bring your ambition, curiosity and ideas, and we'll celebrate your work and help you reach your fullest potential.
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