Director, Social, Creative and Content Lead
Location: Malibu
Business Context:
Diageo is a world class leader in beverage alcohol with an outstanding collection of brands across spirits and beer. Diageo has over 200 outstanding brands - old and new, large and small, global and local, with brands sold in 180 countries at almost every price point and in every category to meet consumer demand! With revenues of over £11.8 billion, it is a constituent of the FTSE 100. Diageo is the leading spirit player in every region of the world, boasting a broad portfolio of both international and local brands.
Diageo's strong regional profile facilitates its exposure to the greatest consumer opportunities in the sector. Operating as 21 geographically based markets around the world and having a presence in over 180 countries, the nimble and responsive business model allows Diageo to capture consumer trends early and remain agile in delivering sustainable performance. Our commitment to sustained value creation ensures the continued focus on building a world-class sales organization, investment in local production, and building the capability of local talent. Diageo employs over 28,000 people across its truly global business. The company applies country-specific strategies to meet local consumer and customer needs.
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Diageo has built a strong platform for growth - through investment in its own brands and by acquisition to broaden the geographical footprint and category depth and range. Diego's portfolio is well-diversified across price-tiers, enabling it to participate where consumer opportunity is greatest, and to capture shifts in consumer preference.
Our performance ambition is to be one of the best performing, most trusted and respected consumer products companies in the world. We are proud of the brands we make and the enjoyment they give to millions. We are passionate about alcohol playing a positive role in society as a part of a balanced lifestyle. It is central to our purpose to celebrate life, every day, everywhere!
Context / Scope/Role Summary:
Director of Social, Creative and Content is responsible for all social channel strategy and activation and management of the social media team. They are a key liaison between brand marketing, brands in culture, and experiential teams. In this role, they will develop and lead the brand's key communications regarding all brand and experiential/PR activity. They will set the strategic vision for our social channels and act as a central hub for collating and deploying relevant content workstreams with the rest of the social media team, ensuring on-time delivery of integrated and distinctive work.
The social media team will manage all strategy, content, and optimization of the channel under the leadership of the Social Media Director.
Responsibilities and Accountabilities
- Lead organic social strategy as the key communication channel for brand building and fostering social communities, creating organic and authentic partnerships and a community of brand advocates and fans across Instagram, Facebook, Twitter, Pinterest
- Develop and implement proactive engagement strategies to help organically grow the Casamigos social community both on and offline
- Build and implement a best-in-class social strategy that delivers on our marketing objectives and priorities
- Develop a vision for how Casamigos will continue to improve and evolve our social channels, staying current on social media landscape including insightful trends and new innovation
- Work with brand marketing team to align on key strategic priorities for upcoming calendar and tentpoles
- Leverage existing and new audience evaluation and opportunities, as well as making recommendations for social channel engagement
- Collaborate with global team and partner to integrate new communications and activities
- Lead day-to-day function and operations of social media, inclusive of content creation management, community moderation, performance measurement and reporting, and leadership of deployment.
- Produce, develop, publish & manage owned social content creation across Instagram, Facebook, Twitter, Pinterest that delivers against our broader marketing calendar / objectives and social strategy (in addition to re-purposing existing assets)
- Manage day-to-day communications activities including social content calendar strategy
- Uphold Casamigos' premium voice and messaging, sustainably reaching social goals while further developing brand equity
- Develop clearly defined KPIs and performance metrics, providing data driven insights to full Casamigos team.
- Build, manage and mentor social media team, ensuring that each member is clear on role expectations and key deadlines.
Leadership responsibilities/key partners:
- Always represent company and brand values external when representing Casamigos.
- Operate in a manner that respects the Diageo Society 2030 goals and Diageo Marketing Code.
- Key partners are Global Marketing Team and Casamigos Leadership