Reserve Brand Curator (2 year FTC) at Diageo

About the role: 

• A critical pillar of the Reserve Luxury strategy is the On-Trade – bars and restaurants where consumers socialize with our brands. The On-Trade provides a stage for elevated brand experiences and is a vital network for cultural programming. Trend leading venues serve as a studio for content generation, amplified through a network of influencers, providing scale and amplification well beyond the outlet.
• Our objective is to build On-Trade activation into our Marketing Brand plans with the objective of earning talkability for our brands, driving equity metrics such as saliency, meaning and distinctiveness. Our On-Trade team are therefore relationship owners, creators and brand builders, helping to nurture our portfolio of Luxury brands.
• The Brand Curator role is a critical new role within the commercial team, created to deliver our luxury manifesto of creating elevated and aspirational experiences. We want our brands to be culture-forward: participating with people, in the places, at the moments which intersect where consumers socialize.
• The Brand Curator is an On-Trade cultural expert, focused on bringing our brands to life in influential and trendy on-trade venues. The role is city based and focused on high-end influential, & trendy venues.
• Working directly with customer marketing and sales, the Brand Curator is responsible for delivering high-profile talkable experiences that generate user-generated and brand-generated content – in partnership with our on-trade customers. 

Role Responsibilities: 

Transformative TLA (Trend Leading Account) Partnerships

• Shortlists venues from TLA selection to determine best-fit for our brands to deliver talkability at scale with benefit of ongoing trial in venue (based on audience, influence and brand-fit).
• Partners with Luxury Sales Manager & Brand Culture Manager to develop experience & content driven Customer Plans outlining Commercial Drivers, Culture Drivers, Activation & Content Plan and Investment Plan.
• Partners with Luxury Sales Manager and Brand Culture Manager and inputs on specific KPI’s relating to the culture-based activation deliverables within the TLA contract (events, content capture, network, PR & social amplification).

Ideation of Bespoke Experiences

• Co-creates with each venue on ideation of high-profile talkable brand experiences to bring brands to life through elevated storytelling, iconicity and exceptional rituals.
• Links cultural trends, brand truths and venue concepts – and ensures culture activation has earned amplification opportunities to drive talkability.
• Aligns the internal brand and culture team to the customer opportunity for the brand and ensures alignment to the brand’s cultural platform and relevancy in current culture context.

Experience Planning & Activation

• Inputs into MBP (Marketing Business Plan) process ensuring on-trade culture drivers are built into Brand Culture Calendar and informs the amplification brief including investment requirements.
• Manages activation via experiential agency and other activation partners (influencers, content creators etc.) and is the point of contact between the customer and Diageo for all brand activation.
• Aligns with Luxury Sales Manager on investment requirements to deliver TLA culture drivers and ensures Trade Investment and A&P work in service of delivering marketing outcomes.

Content Creation & Capture

• Partners with the Customer and Brand Culture Manager to develop a Content Calendar tracking all content elements planned for publishing, based on venue Activation Calendar.
• Ensures creative output/ content outcomes best support brand strategy in terms of photo, video & other social media assets, adherence to brand world, visual consistency & DMC compliance.
• Manages the plan for brand-generated content capture via content creation network, influencers, venue production, or production agency as per the Culture brief agreed with Brand & Culture.

Content Amplification:

• Provides inputs into Brand’s Content Plan on channel considerations for content amplification (Earned, Paid, Owned) including social media channels, D-Commerce and other channels.
• Provides inputs into Amplification Plan together with PR/Culture & Brand on media amplification KPI’s & targets Aligns customer to amplification targets.
• Inputs into weekly Activation updates with BA’s, SM’s as well as monthly amplification updates with Culture, PR, Experiential and Brand teams.

Experience / skills required: 

• The ideal candidate will have 3+ years of experience working with luxury brands in the spirits/wine, luxury hospitality or food & beverage industries. Candidate MUST have worked across luxury sales, experiential marketing or customer marketing functions.
• Experience in public relations, events, influencer management and media relations.
• Proven experience in content direction and production with expertise in content commissioning or is content producer with social-first approach to earned.
• Has expertise across digital and social channels, search engine optimization and content planning.
• A storyteller with the ability to bring ideas to life in bright, dynamic ways.
• Has strong relationships with the trade, influencers and organizers. 
• Passion for luxury and premium brands, our customers & our consumers.
• Luxury Activation – track record of successful brand activations, executed with exceptional standards in luxury, highly talked about