Header

Head of Influence & Advocacy, Germany & Austria

6:11:00 PM
Context
  • Diageo Western Europe believes in a growth model which focuses on recruitment, driving brand fame, spending on media, doing activities at scale and ensuring a strong physical availability.
  • In order to achieve this we need to go after powerful platform ideas, strategic media planning, leverage the use of data and build incremental reach through advocacy.
  • In order to build brand fame we need our brands to be talked about, engaged with and shared: be stories in action. We must ensure that our business has an ‘editorial mind-set’, predict consumer conversation and root our brands within these conversations and culture.
  • We need our brands to maximize the value of ongoing relationships with influencer who can add credibility, build advocacy and deliver incremental reach –this is done through ensuring that our brand stories are of value and give social currency to influencers and that we have the relationships to make them aware of this.
  • We also need to strengthen our footprint and presence in key areas of interest; sports, music, film, arts, fashion etc –this team will lead the way to ensure this.
  • The influence and advocacy team is responsible for ensuring our brands think in a way which leverages influence and advocacy effectively and that our plans are executed to maximize this.
  • Diageo Western Europe is one market but multiple countries and many cultures within this; this team is responsible for having an ear to the ground and ensuring our brands are activated in culturally relevant ways across markets, consumer groups and interest areas.
Role priorities
  • Accountable for understanding local culture/conversations and placing our brands within these through influencing brand plan narratives/stories and platform ideas
  • Creating and delivering upon executional ideas in brand plans as delivering on local opportunities that fit with the brand plans/narrative
  • Owning the cultural calendar and managing that across portfolio
  • Being a visible and vocal voice of Diageo brands in the market, enhancing our brand’s reputation and impact
  • Accountable for brilliant partner execution of our PR, Influence & Advocacy plans in market across all earned channels (including social media, events, etc) as well as owned social media
  • Responsible for understanding bought media plans and commercial activations to enable a holistic brand story to consumers
  • Accountable for continually encouraging new and innovative PR, Influence & Advocacy ideas and applications to ensure Diageo brands are leaders in this area
  • Accountable for measuring success and responsible for setting local benchmarks and working with the central Influence & Advocacy team to incorporate into the wider WE M&E document/scorecard
  • Responsible for building local influencer relationships across all fields.
  • This role is primarily externally focused (75%) and time and energy should be spent this way vs. in internal conversations.
Qualifications and experience required

  • Great understanding of the media market in country
  • Culturally curious
  • Be a confident, outgoing and experienced networker internally and externally
  • Have an equally weighted capability in PR, Influence & Advocacy (incl. earned social media)
  • Be capable of making strong marketing judgement to decide when best to react and action relevant PR opportunities
  • Ability to move at pace and drive ideas into stories/content within 24 hours (including managing stakeholders during this process)
  • Track record giving confidence in their own initiative to ensure integration and sharing of local work/knowledge with the central PR, Influence & Advocacy team
  • Be creative and possess passion for the function and a drive to always be visionary, push and apply new approaches/thinking from plans through to execution with high standards
  • Strong track record of building partnership which delivers advantage positions to our brands.
  • Natural level of curiosity – can demonstrate hunger and experience in “what next in marketing?”
Head of Influence & Advocacy, Germany & Austria

Post a Comment