Associate Creative Content Manager

Context around the job

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

Collect brand strategy and guidelines for creative content development from central Chivas Team in London Gather requirements from Chivas Brothers and PRN/ PRSA regarding creative content needs and local consumer insights 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)
Drive market cultural content
Key digital assets
Strategic Limited editions (i.e. directly related to the Brand’s big idea) and related asset, e.g. Balmain
Chivas initiatives such as the Manchester United FC/Football platforms and relevant cultural partnerships (where applicable)

Share creative brief guidelines with local marketing teams for other creative assets (e.g.: BTL, L3F) Manage 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 global Chivas Team to ensure developments are on-brand and on-strategy Share content created with local market for broadcast Ensure all content created abides by the Responsible Marketing guidelines and local legal practices

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 Being a strong collaborator between Chivas Brothers and the local marketing teams is pivotal to the role

To always have a proactive approach in understanding and recognizing relevant cultural opportunities which could help drive creativity and activations

Impact of the Job

Decisions made Validate the content of the campaigns after reviewing with key stakeholders Validate agency fees, in line with Chivas Brothers guidelines

Management dimension

Number of Peers (reporting to same direct supervisor): One

Number of Direct Reports (reporting to this role): None

Quantitative Dimension

Number of Brands: One

Key Contacts of the Job

Internal Key Contacts

Nature of Interaction

Central Brand teams at Brand Co

Receiving briefing and guidance on brand strategy throughout the creative development process

Senior Marketing teams in Drive Market (Marketing and Brand Directors / Marketing Managers)

Furthering consumer and market understanding. Sharing creative development progress throughout the process

Market activation manager

Gathering consumer and market requirements. Sharing developed content.

Local studio when applicable

Briefing creative teams and managing the relationship and quality of output

Community of Creative Content Managers from other Brand Cos

Exchanging information and best practices. Networking.

External Key Contacts

Nature of Interaction

Global and local creative agencies

Briefing teams and managing the relationship and quality of output.

Local representatives of global partners

Briefing teams and managing the relationship and quality of output.

Job Requirement

Academic & Professional Experience Required

Graduate Degree with marketing or business management
Professional experience (min 7 years)
Strong experience in developing global and/or local creative campaigns
Preferable if previous experience (or at least a solid understanding) of global brands and street brands spanning sport, music and fashion
Successful creative execution track record preferably lifestyle or luxury brands
Strong experience in leading creative development with multiple stakeholders, including agencies
English 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

The job description reflects a true and accurate picture of the job as at the updated date.