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 Under the responsibility of the Creative Content Manager (CCM), collect brand strategy and guidelines for creative content development from central Brand Teams in Chivas Brothers Support the CCM in gathering requirements from Market Activation Managers (within Chivas Brothers) and local marketers (within the Market Co) regarding creative content needs and local consumer insights In collaboration with the CCM, 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) Key digital assets Strategic partnerships related assets (including Influencers) Strategic Limited editions (i.e. directly related to the Brand's big idea) and related assets
NB: Big idea, terroir-specific visual assets, global sponsorship content, global brand pages, global app & end of year innovation are handled by Brand Team in BrandCo HQ Share creative brief guidelines with local marketing teams for other creative assets (e.g.: BTL, L3F) Support CCM in managing 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 Brand Teams in Chivas Brothers HQ to ensure developments are on-brand and on-strategy Share content created with Drive market teams and with Market Activation Managers for broadcast Lead development and content management of local digital & social platforms 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 Be a strong collaborator as a pivotal role between the Chivas Brothers HQ which provides the global Brand strategy and the local marketing teams Impact of the Job Decisions made Validate the content of the campaigns after reviewing with key stakeholders Validate agency fees, in line with CBL guidelines Job Requirement
Academic & Professional experience required Graduate Degree with marketing or business management Professional experience: 6/7 years of brand building experience including creative, through the line (including ATL & digital) asset development Strong experience in developing global and/or local creative campaigns Successful creative execution track record preferably lifestyle or luxury brands Strong experience in leading creative development with multiple stakeholders, including agencies Experience working in the drive market culture, with strong understanding of wine & spirits category Experience in budget management Local language fluent 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
* Pernod Ricard USA is anEqual Opportunity Employer of Minorities, Females, Protected Veterans, and Individuals with Disabilities.
* Offers will be subject to United States local terms.
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