Context/Scope:
PEBAC is a business unit formed by 5 countries (Peru, Ecuador, Bolivia, Argentina & Chile) with similar market contexts, trends and opportunities across them.
Purpose of role:
The future of marketing demands that our brands play a role in culture. We need to be externally focused, connected to the people and organisations that influence culture, with a deep understanding of what is happening in the world and what consumers are interested in. We must think culture back rather than brand forwards.
The role of the Influencer & Advocacy Manager is to create an influencer network identifying critical target advocates in each market and identifying how each brand of our portfolio will reach and influence those groups during the year and to then execute this plan.
Top 3-5 Accountabilities:
Position is accountable for ensuring that brands gain cultural traction and are positively endorsed by key advocate groups. Advocate groups can take multiple different formats:
Bartenders and table staff – make critical interventions in the on-trade
Editors, Bloggers, Spirits writers and opinion-formers – help consumers build confident opinions
Customers – choices dictate what buyers see, and therefore choose, in the off-trade
Mentors – induct consumers into categories and brands
Aspirational drinkers – celebrated individuals in the public eye whose endorsement rings positive for our target audiences
Portfolio Management – ensuring that our portfolio of brands show up in culture (TV, movies, fashion, sport etc) through building relationships with key publishers (online, broadcast etc), spotting opportunities, making deals. This work is supported by the Media & Digital specialist roles, who own these relationships.
Culture driven brand programmes – advising brand teams/managers on how to build culturally relevant programmes into their brand planning. Both planned activities that form part of the calendar but also coaching brand teams on more spontaneous ways to be present in culture, reacting to cultural and sporting events.
Editorial and Social – managing the overall cultural calendar and our participation in social media, offering expertise in story telling through social media – how to leverage twitter, facebook, you tube, buzzfeed etc individually and in a connected way to amplify the cultural impact of our brands.
Influencer Management – offering expertise in how brand teams should manage the relationships with key influencers – constructing the right deals and contracts
Qualifications and responsibilities:
Graduate of Business Administration, Marketing, Communication or related.
Minimum 5 years of experience in marketing / external communications areas (CPG companies –desirable)
Outstanding interpersonal skills and smart appearance as the role will be the key contact with influencers.
Fluent in English (oral & written)
Good Computer skills
Experience on integral communication plans development
Consumer/shopper behaviour driven
Excellent report writing and presentation skills.
Commercial awareness of consumer trends.
Available to attend late evening events.
Available to travel
Business Judgement
Strategic/category vision
Ciudad: buenos aires
