Brand Curator at Guinness Nigeria Plc

Responsibilities
Key leadership responsibilities will include:

• Champions the attitude with internal and external teams about the On-Trade's role as a stage for brand activations. It also promotes the On-Trade as a content partner that drives talkability in culture.
• Integrates On-Trade programming strategically into luxury brand building through internal planning process such as marketing and commercial planning.
• Builds broad and deep relationships across the team internally and externally to orchestrate the luxury agenda across various functions within the business.
• Maintains high connectedness to what’s going on around them internally and externally (in trade & broader culture context) and recognizes opportunities to deliver collaborator needs.
• Key Stakeholders: Trend Leading On-Trade Customers, Brand Culture Leads, Regional and National Luxury Sales Manager, Senior Brand Managers, external culture and experiential agencies.
• The role of Brand Curator is a critical new position within the commercial team, developed to deliver our luxury manifesto of crafting 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, passionate about 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. 

Transformative TLA (Trend Leading Account) Partnerships

• Shortlists venues from TLA selection (across channels) 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 provides input on specific performance measures relating to the culture-based activation deliverables within the TLA contract (events, content capture, network, PR & social amplification).

Ideation of Tailored Experiences:

• Co-creates with each venue on ideation of high profile talkable brand experiences to bring brands to life through elevated storytelling, iconicity and outstanding 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 advises the amplification brief including investment requirements.
• Leads 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 supervising 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 goals & 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.

Measurement & Evaluation:

• Puts processes in place to supervise and measure planned metrics and targets across areas of events, content bring together, PR and social activation & amplification
• Tracks and monitors adherence to contracts – venue/ influencers / content creators, carries out compliance and addresses non-compliance together with the Luxury Sales Manager.
• Inputs into M&E performed by brand/culture lead on investment in terms of social media reach and engagement against planned/goals with objective of continued optimization.

Adhoc Regional Partnerships & Events (<20% of time in Role):

• Builds, maintains and activates adhoc regional partnerships critical to winning in Reserve.
• Undertakes regional events and properties important for winning in Reserve.
• The ideal candidate will have 3+ years of experience working with luxury brands in the spirits/wine, luxury hospitality or food & beverage industries. The candidate has worked across luxury sales, experiential marketing or customer marketing functions.

Preferred Experience

• Experience in public relations, events, influencer management and media relations.
• Tried experience in content direction and production with expertise in content commissioning or is content producer with social-first approach to earn.
• 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, multifaceted ways.
• Has positive 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, driven with outstanding standards in luxury, highly talked about 
• Inability to influence, develop alignment and followership from interested parties across functions.
• Lack of resilience and inability to work in an ambiguous, fast-pace and evolving environment.
• Lack of brand and marketing judgement, lack of flair for luxury brands or limited creativity ability.