Luxury Brand Curator
Location: Hamburg or Berlin
Language Requirements: fluent German and English
With an industry-leading portfolio that includes Johnnie Walker Blue Label, Talisker, Singleton, Tanqueray TEN gin, Zacapa Rum, Cîroc vodka, Don Julio Tequila, Diageo is the #1 Luxury spirits player in Northern Europe. As premiumisation keeps driving the spirits category growth, we have a bold ambition to double our Luxury business in the next 5 years.
About the Role
This is a new meaningful role within the commercial team, crafted 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.
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As a Brand Curator, you are an on-trade cultural expert, focused on bringing our brands to life in influential and trendy on-trade venues.
This role works collaboratively with customer marketing and sales, with the goal to deliver high-profile talkable experiences that produce user-generated and brand-generated content, in partnership with our on-trade customers.
In this role you will also take the lead for Don Julio Tequila on a national scope to deliver best in class consumer experiences for this exciting and growing brand.
Top Accountabilities
Transform Trend Leading Account Partnerships
- Shortlist venues from TLA selection to determine best-fit for our priority brands to deliver talkability at scale - based on audience, influence and strategic alignment to brand strategy.
- Input on specific metrics relating to the culture-based activation deliverables within the TLA contract, across events, content capture, network, PR, and social amplification.
Ideation of Customized Brand Experiences
- Co-create with each venue and ideate on high-profile talkable brand experiences to bring brands to life through elevated storytelling, iconicity and exceptional rituals.
- Link cultural trends, brand truths and venue concepts, and ensure culture activation has earned amplification opportunities to drive talkability with consumers within and beyond venue.
Experience Planning & Activation
- Handle activation via experiential agency and other activation partners (influencers, content creators etc.) and become the point of contact between the customer and Diageo for all brand activation.
Content Creation & Capture
- Partner with the Customer and Culture Managers to develop a Content Calendar that tracks all content elements planned for publishing, based on venue's activation schedule.
- Manage 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
- Provide inputs into Brands Content Plan on channel considerations for content amplification including content for social media channels, D-Commerce and other channels.
- Input into weekly activation updates with Luxury Sales Manager's, Brand Ambassadors as well as into monthly amplification updates with Culture, PR, Experiential and Brand teams.
Measurement & Evaluation
- Put processes and tools in place to track and measure contracted metrics and targets across areas of events, content capture, PR and social activation, and amplification.
- Track and monitor adherence to contracts - venue/influencers/content creators, enforces compliance and addresses non-compliance together with the Luxury Sales Manager
About You
The ideal candidate will have 3+ years of experience working with Luxury brands in the Spirits/Wine, Luxury Hospitality, Food & Beverage or other relevant industries. The candidate has worked across Luxury Sales, Experiential Marketing or Customer Marketing functions.
- Experience in brand curation, public relations, events, influencer management and media relations.
- Proven experience in content direction and production with expertise in content commissioning.
- Has expertise across digital and social channels, search engine optimization and content planning.
- A storyteller with the ability to bring ideas to life in forward-thinking, dynamic and elevated ways.
- Has strong relationships with the trade, influencers and organizers.
- Has a passion for Luxury and Premium brands, driving fame for our customers & delighting our consumers.
Our Offer
- An inclusive company culture that puts employees and their development first
- 30 days of vacation
- A competitive salary with bonus and many benefits that suit your lifestyle
- An industry leading parental leave policy
- ...and of course, THE best colleagues!
Celebrating our inclusive and diverse culture is core to Diageo's purpose of "celebrating life every day everywhere". This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity.
We know that for our team to thrive and to realize our ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base.
Flexibility is key to success in our business and many of our staff work flexibly in many different ways, including part-time, compressed hours, flexible location.
We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process and to perform essential job functions.
Don't let anything stop you from applying!