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
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