Job Description :

Job Title: Senior Culture & Entertainment - Bulgaria

Location: Sofia

Contract terms: Fixed-term, 18 months , full-time

ABOUT US

From Arthur Guinness to Johnnie Walker, our business was founded on people of great character, and in 250 years, nothing has changed. We’re the world’s leading premium alcohol company. Our brands are industry icons. And our success is thanks to the strength of our people, in every role. It’s why we trust them with our legacy and reward them with the career-defining opportunities that they deserve.

Our ambition is to build the best performing, most trusted and respected Consumer Products Company in the world. To achieve these, we need world’s very best people.

ABOUT THE ROLE

Based in Sofia, Bulgaria, in this role you will be part of the Brand Marketing Team at Diageo and report directly into the Head of Marketing Luxury, Eastern Europe, who is based in Budapest, Hungary.

The Senior Culture & Entertainment Manager – Luxury Category is a highly critical, new strategic role for Diageo in Bulgaria. Working closely with Global Team, Regional Brand Marketing Team, Customer Marketing Team, Commercial Team and the local partner, Avendi.

Located in Sofia, Bulgaria, this job has been designed to take our ambition to the next level. We want our luxury category brands to be culture-forward: participating with people, in the places, at the moments that intersect with what consumers care about. We aim to create powerful ideas that earn consumer advocacy. We are looking for a high-standard senior manager from a PR/communications background, with experience in multinational companies/FMCG and/or PR agencies, who will disrupt our thinking, bring the outside in, anticipate trends, create brand networks, and develop best-in-class plans to drive talkability. Preferably, candidates should have established connections in Bulgaria within Luxury segments, let it be luxury fashion, luxury design, luxury automotive, luxury beauty, luxury watches or jewelry segments.

Culture run through the centre of all brand planning, the Senior Luxury Culture Manager is present in all brand conversations to run with every strategic opportunity, to earn talkability. Culture is no longer briefed on a project basis, in a way C&E has operated in the past. Culture does not happen behind the computer, in the office. We want the Senior Culture Manager to spend 50% of their time externally, meeting with and connecting to movers & shakers locally, to nurture relationships, to feel the pulse of what’s being talked about now and what is coming around the corner.

Our Luxury Category (key brands: The Singleton, Don Julio & Johnnie Walker Blue Label) is one of Diageo’s fastest-growing segments in the region. In Bulgaria, we face the challenge of: Guaranteeing the implementation of the proven culture-first model by identifying the right people, moments, places, and partners. Deploying a consistent luxury strategy, look & feel, and tone of voice. Ensuring consistent luxury marketing & commercial fundamentals from day one.

TOP ACCOUNTABILITIES

We are searching for a dedicated strategic, senior talent to build the local Luxury culture strategy (following regional and global guidelines) and implement it.

• Act as the guardian of the Luxury category, ensuring a culture-forward approach by participating with KOLs, in the places, at the moments that intersect with what consumers care about.

• Shape and influence our brands and Luxury category’s cultural plans to deliver category growth.

• Build and own the strategic construct of cultural calendars for the brands locally, ensuring that the culture strategy drives relevancy in Bulgaria while respecting all the different brands’ DNA.

• Lead the agenda in setting cultural strategies, partnering with agencies to identify cultural opportunity spaces, shape cultural narratives, and align them with media plans.

• Develop, own, and nurture a strong influencer network for the brands across Bulgaria.

• Lead & orchestrate Local tentpole moments in culture, including identifying/designing, leading, and completing events. Amplify Global & Europe Tentpole Moments with the highest reach & return on investment.

• Work on powerful ideas to earn consumer advocacy: causing consumers to talk to other consumers about the luxury brands voluntarily, with a culture-first, earned approach.

• Ensure the amplification of all activation for local impact and consistency.

• Lead robust M&E (measurement & evaluation) conversations, transform data into insights, and share clear takeaways.

• Work with the Brand manager/s and Digital manager/s to ensure our experience is truly 360 and data-driven in planning, execution, and amplification.

• Facilitate effective engagement with partners and internal Diageo teams, adeptly guiding individuals through a collaborative and purposeful journey.

• Due to the structural setup of the region, closely work with the regional teams (based in Budapest) and locally with Distributor Partners, Cross-functional Teams & agencies.

• KPIs include: NSV growth, estimated media value, ROI, reach, impressions (earned, owned & paid), talkability, Black Book (increase in network, connections contacts)

ABOUT YOU

• 8+ years of experience with strong evidence of creating breakthrough plans and results by building brands in culture and luxury.

• Luxury Activation – a track record of successful brand activations driven with exceptional standards in luxury, highly talked about.

• Experience in PR/Communications/Culture/Influencer/Brand management/Digital/Social roles is considered a plus.

• Constant curiosity about trends & consumers.

• A strong teammate who enjoys working in a fast-paced team environment, always ready to roll up your sleeves and get things done.

• Demonstrated brilliant execution to impeccably high standards.

• Deep personal accountability for great performance.

• Strong drive, delivery, and determination.

• Fun, friendly, and ambitious personality.

Benefits

• Unique Family Leave opportunity

• Opportunity to work across market and cultures

• You will deal with world class brand portfolio

• Product Allowance to purchase company products

Flexibility

This is key to success in our business and many of our staff work flexibly in many different ways, including part-time and compressed hours. Please talk to us about what flexibility means to you and don't let anything stop you from applying.

Diversity statement

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.

Worker Type :

Fixed Term Contract (Fixed Term)

Primary Location:

Sofia

Additional Locations :

Job Posting Start Date :

2024-05-24

With over 200 brands sold in more than 180 countries, we’re the world’s leading premium drinks company. Every day, over 30,000 talented people come together at Diageo to create the magic behind our much-loved brands. From iconic names to innovative newcomers – the brands we’re building are rooted in culture and local communities. Our ambition is to be one of the best performing, most trusted and most respected consumer products companies in the world.

Our founders, such as Arthur Guinness, John Walker, and Charles Tanqueray, were visionary entrepreneurs whose brilliant minds helped shape the alcohol industry. And through our people, their legacy lives on. Join us, and you’ll collaborate with talented people from all corners of the world. Together, you’ll innovate and push boundaries, shaping a more inclusive and sustainable future that we can all be proud of.

With diversity at our core, we celebrate our people's unique passions, commitments and specialist skills. Because when varied voices, mindsets, and personalities come together, great ideas are born. In our supportive culture, your voice will be heard and you’ll be empowered to be you. Just bring your ambition, curiosity and ideas, and we’ll celebrate your work and help you reach your fullest potential.

DRINKiQ

What's your DRINKiQ? Take our quiz to understand how alcohol is made and explore the effects of drinking. You can discover everything you need to know at DRINKiQ (https://www.drinkiq.com/en-gb/)