Altos Brand Director

Careers that unlock the magic of human connection!

Who are we?

Pernod Ricard is a global premium spirits and wine company. We're the team behind leading brands like ABSOLUT Vodka, Jameson Irish Whiskey, Malibu, Kahlúa Liqueur, Beefeater Gin and Avión Tequila, as well as many more premium wines and exquisite champagnes!

Working at Pernod Ricard is about igniting conviviality in everything we do. Derived from the French word, convivialité…it means human connection, authenticity, friendly and jovial. Coexistence is energy, the central spirit of how we live and work at Pernod Ricard. Here, we are team players, dream creators, pioneers, drivers and shakers. We are passionate about living life to the fullest, making a new friend every day, and realizing our potential as people and as a company!

At Pernod Ricard, your safety and well-being are our top priority.

Role Objectives:

• Develop global brand strategies & initiatives (mid & long term)
• Accelerate brand growth through creativity & innovation
• Enhance consumer centricity fueling creative development with strong cultural insights gathered locally
• Ensure global brand consistency
• Co-create superior creative content for Lead Markets and clusters in line with Global direction
• Lead adjacent innovation strategy, creative and execution

Main Responsibilities:

Develop global brand strategies & initiatives

Own, define and implement brand strategy and marketing plan for the brand looking at short, medium and long-term opportunities. Drive Brand Integrated Business Planning with a 3-year plan vision. Design and implement brand communications campaigns and concepts to be applied comprehensively at global level, in collaboration with Digital, Trade Marketing and Advocacy teams. Lead conversations & projects with Markets to develop the business and brands successfully. Effectively measure the brand plan through a rigorous definition and monitoring of KPIs. Collaborate with Consumer Insights team to make smarter choices (deliver the right assets to our consumers) and guarantee excellence in execution (Monitoring our campaign executions and Impact on consumers). Collaborate with the Digital & Market development team to design ad-hoc plans and assets for markets to maximize the equity of the Brand at global and local levels. Ensure proper communication of plans and marketing strategies to BrandCO and MarketCo partner teams to create alignment and synergy globally. Ensure compliance with legal standards necessary to protect intellectual property and brands. Lead core innovation strategy, creativity and execution Lead the S&R strategy.

Creative content development

Develop Consumer Centric Integrated Brand Activations by defining brand objectives (including consumer challenges and relevant touchpoints) and associated growth equation. Work with the Content Creative Director in PR USA to co-create creative content for the brand in the market. Lead the brand strategy to guide House of Tequila Digital team strategy and content. Manage agencies and stakeholders while guaranteeing excellence in planning and execution. Create and stimulate a creative work environment: Workshops, stimuli, etc. Lead the S&R asset development.

Accelerate brand growth through creativity & innovation

Work with the Strategic Planning and Innovation team to identify and lead NPD opportunities. Create room for creativity by co-leading ideation sessions with Innovation team, while tracking consumers trends and competitor activities.

Financial and Project management

Manage and control the brand budget, keeping A&P spends within the established limits while performing analysis to ensure expenditures meet KPIs and compliance policies. Manage relationship with creative agencies and partners, global agency and/or its local affiliate, contact of global partner or local partners, etc. Lead agency work with KPIs.

People management:

Manage a team of 2. Define & review direct report roadmap, priorities & individual objectives. Coach and mentor direct report on a regular basis to develop internal talent and future growth.

Role dimensions:

Financial: Define Pricing strategy.

Not financial: Define KPIs for brand equity (prime) and share of conversation (radarly) to meet Global Brand vision.

Relationship:

Internal:

Creative Content Director, Market Activation Managers (BrandCo & Market Co), Innovation (BrandCo & HQ), Operations & Finance teams, Advocacy & Trade Marketing, The Mix Global studio & Digital, House Of Tequila Marketing Managers, Market Co brand teams, Finance team, Operations team, HQ Teams (S&R and IBP).

External:

Global strategic & creative agencies & partners, Global S&R agencies.

PR Leadership skills:

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)

Profile:

Education:

• Bachelor’s Degree in marketing or business

Experience:

• Professional experience: Marketing / Business (at least 10 years of experience)
• International FMCG/ Spirits Companies
• Regional or Global scope (preferred)
• USA market management experience (preferred)

Knowledge and behavior:

• Strong experience in brand / portfolio building
• Successful brand plan execution track record preferably spirit brands
• Strong experience in leading brand development with multiple stakeholders, including agencies
• Stakeholder management at senior level
• Experience working in the global position, with strong understanding of wine & spirits category
• Creative & Innovation experience
• Passionate and drive with strong interpersonal skills
• Adaptability and curiosity to pursue a clear agenda while showing strong cultural sensitivity

Skills and competencies:

• Brand portfolio & strategy (Leading edge)
• Insights into Action (Leading edge)
• Project Management (Mastery)
• Creativity (Leading edge)
• Digital Acumen (Leading edge)
• Influencing & Partnering (Mastery)
• Communication Skills (Mastery)
• Proficiency in managing relationship with internal & external suppliers and partners (Leading edge)
• International Markets knowledge, specifically USA (preferred)

Languages:

Spanish & English fluent proficiency

Job Posting End Date:

2024-12-16

Target Hire Date: 2025-01-24

Target End Date: 2025-01-27

About Us

Pernod Ricard is the No.2 worldwide producer of wines and spirits with consolidated sales of €8,448 million in FY20.

Created in 1975 by the merger of Ricard and Pernod, the Group has developed through organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin&Sprit (2008). Pernod Ricard, which owns 16 of the Top 100 Spirits Brands, holds one of the most prestigious and comprehensive brand portfolios