Act as lead strategic advisor and technical expert on strategic partnerships entertainment and influencer marketing, across the Pernod Ricard brand portfolio in support of Brand Management and Commercial Marketing. The position will be responsible for securing, negotiating and managing big-impact partnerships in the entertainment, sports and celebrity world, consistent with brand/communications strategy in order to embed brands in key cultural moments and drive brand exposure and fame among target consumers. Specifically, this position will lead influencer and partnership strategy and prioritize asset touchpoints across marketing channels to drive reach and build relevance. The position will sit in the Strategic Communications group and will work closely with the Director, Strategic Communications and the Director, Experiential Marketing to collectively integrate all communications, partnerships, and experiential strategies across the Pernod Ricard brands. The position will also work closely with the Brand Management pods on execution of the Influencer programs developed. The position will also work as US lead across a global product placement contract for film/TV placement and brand integration opportunities
Major Responsibilities / Accountabilities:
Strategic Partnerships:
Responsible for leading the strategy for the on-going thought leadership, negotiation and management of all strategic partnerships and entertainment marketing across US properties. Sources and navigates strategic and innovative new partnership opportunities in the sports and entertainment world -- suggesting and creating new partnership streams and opportunities to connect our brands within culture.
Experience negotiating deals from the initial conversations through contract execution
Maintains a deep rolodex of relationships across the entertainment (film, tv, music, talent management) and sports worlds to stay abreast of new opportunities
Manages incoming partnership pitches and opportunities
Works closely with the AOR to source new partnership streams
Role Within Strategy and Planning:
Leads strategy, planning and negotiation of strategic partnerships, entertainment relationships
Oversees partnership and entertainment marketing strategy and planning during IAT process (1. Sponsorships, 2. Entertainment partnerships, 3. Charity relationships, 4. Product Integration)
Ensures negotiation of mutually beneficial and value-driving partnerships, managing negotiations with partners and working closely with AOR on larger deals
Consults with Commercial Marketing team to how they ensure that the business / field impact is considered in partnership strategies and negotiations
Leads overarching agency relationship and outputs across the brand portfolio (as assigned)
Partners with Experiential lead and External Comms to ensure comms and partnerships strategy and negotiations are closely aligned, and activated in a 360̊ fashion to drive consumer pull
Ensures all partnerships are legally vetted and meet compliance standards
Talent & Influencer:
Partners with Brand Management and Communications teams to development and oversee the strategy, execution around paid and organic influencer marketing for brand portfolio. This is inclusive of celebrity and talent endorsements.
Operationalizes and establish processes for the Influencer marketing practice
Manages measurement and real-time reporting
Stays informed on platform and legal updates. Ensure the team is compliant across all legal requirements, privacy, brand and platform restrictions
Provides targeted support to Brand Management in execution, including guidance on agency partnership / management (Brand will manage agency execution)
Manage all aspects of talent deals from the negotiations (with AOR) through execution of all deal points
Global Network + Brand Co Liaison, Product Placement:
Serves as partnerships/entertainment marketing US lead within the global Pernod Ricard network and manages product placement on behalf of the US (Agency global relationship)
Works with global product placement agency to identify appropriate brand film and tv partnerships on behalf of brand portfolio; Vet potential placements with legal and manage facilitation of placement
Manages relationships with global Brand Companies
Ensures alignment with Brand Company talent agencies as needed to ensure avoidance of cross-pitching in entertainment world (same stakeholders global vs. US)
Nature & Scope:
Position typically works with Brand Management, IAT (inter-agency team), Experiential; Internal and External Corporate and Brand Communications, Legal, Commercial Marketing and global Brand Company partners. Communication can include sensitive information, requiring confidentiality and discretion in dealings with contacts.
Key Competencies:
Education: BA or BS required.
Experience / Background: Minimum 12+ years of progressive experience in the entertainment and sports partnership management world. Experience crafting and producing strategic partnerships, charity relationships and celebrity endorsement deals that have driven measurable business results including earned media attention and buzz. Extensive and successful experience with celebrity management and public relations. Strong industry contacts a must (top influencers, agents, managers, properties, publicists, and attorneys, etc.) Success in developing strong internal and external relationships and influencing senior leaders. Understanding of spirits industry preferred, including familiarity around legal parameters and restrictions. Fully immersed in culture – knowing the latest and greatest and the in the moment (opportunistic) opportunities.
Required Skills/Competencies: Deep knowledge of entertainment marketing, celebrity, influencer and sponsorships world. Strong critical thinking and strategy formulation coupled with solid business writing skills. Solid business acumen and general knowledge of PRUSA brands, liquor categories, and the industry (on and off trade). Solid understanding of legal, content and FTC guidelines and restrictions. Solid project management skills. Ability to collaborate with multiple internal and external stakeholders for multiple simultaneous projects of varying scope. A highly motivated, self- starter who’s proactive in searching for new opportunities.
