Luxury Culture Manager
3 semanas atrás
Job Description:
**Job Description**:
About us
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 exper
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