Brand Portfolio Director

Job Title: Brand Portfolio Director

Join Pernod Ricard, a global premium spirits and wine company, as a Brand Portfolio Director. This role is a high-exposure, growth opportunity that will shape the brand's and the overall portfolio strategy, driving growth with a core focus on the US market and expanding into new international markets.

Key Responsibilities:

• Define brand long-term portfolio strategy, including pricing, occasions, purpose, top-line objectives, packaging restages, limited editions, and collaborating on innovation projects with regional hubs.
• Ensure creativity and impact of designs, working closely with the creative director and HQ design team.
• Implement sustainability initiatives within the product portfolio.

Consumer Journey:

• Lead the team to design and lead development of brand portfolio initiatives, including last 3 feet activations (off-trade focused) that are consumer-centric and have strong engagement.
• Lead the development of brand world and core packaging changes with the help of HQ and the creative director.
• Analyze and report on market and competitor trends to identify core business threats and opportunities.
• Provide insights and recommendations to strengthen marketing plans and activities.
• Manage and optimize the marketing budget, ensuring effective allocation of resources.

Performance:

• Set, monitor, and evaluate global and local brand KPIs, ensuring alignment with business goals.
• Champion ROI and efficiency, consistently seeking to improve brand performance.

Creative Impact:

• Oversee the development of creative BTL ideas, ensuring alignment with brand equity, vision, and strategic priorities.
• Work closely with the Creative content team on the BTL executions of the big idea.
• Champion the US consumer in innovation processes, ensuring new products meet customer and consumer needs.
• Manage external agency relationships and connect the brand to current culture through innovative ideas and collaborations.

Management:

• Build and maintain strong relationships with key markets, collaborating with the Creative and Brand Advocacy teams to align global brand initiatives with business goals.
• Assist in implementing localized strategies and optimizing A&P allocation with markets.
• Foster trust and strategic alignment with key markets, supporting the brand's geographical expansion.
• Lead, coach, and develop the brand management team.
• Promote a culture of continuous improvement, innovation, and excellence within the team.

Required Experience:

• Brand Building: Foster growth & consumer loyalty through brand consistency & a strong brand identity.
• Architect a Contemporary Strategy: Through contemporary strategies, elevate the brand globally and successfully connect with consumers at all relevant touchpoints.
• Shape the Consumer Journey: Leverage data analytics to reach the right consumer at the right moment with the right message, spend & channels through precision marketing.
• Build a Compelling Story: Reflect a close connection to the consumer through effective storytelling & emotion, including cultural nuances & social dynamics.
• Data & Insights: Leverage consumer behavioural data, pattern analysis, predictive analytics, channel performance data, etc., blended with qualitative research to make higher-value decisions faster. Dare to place well-judged bets.
• Pioneer & Lead with Idea: Lead with ideas, identify emerging trends, technologies, and consumer behaviours and use them to build a creative and compelling marketing campaign. Take calculated risks and pioneer new concepts.
• Lead Transformation & Change Leveraging digital, data, AI and all relevant technology to improve consumer engagement, loyalty and a deeper connection to the brand.
• Sustainability & Build for Tomorrow: Incorporate economic, environmental, regulatory and social factors into commercial strategy, policies, practices and storytelling; support conservation and protection of resources, championing DEI, and aligning with consumer expectations and environmental concerns.

Required Leadership Competencies:

• Courage: Steps up to address difficult challenges, confront tough organizational issues, make unpopular decisions, forge new ventures, and champion change.
• Strategic mindset: Seeing ahead to future possibilities and translating them into breakthrough strategies.
• Cultivates innovation & experimentation: Creating new and better ways for the organization to be successful. Experimenting and daring to fail to learn and find new solutions.
• Drives results: Consistently achieving results, even under tough circumstances. Being agile and valuing simplicity to execute at high pace.
• Drives engagement: Creating a climate where people are motivated to do their best to help the organization achieve its objectives.
• Builds diverse & effective teams: Building & growing strong-identity teams that apply their diverse skills and perspectives to achieve common goals. Promoting diversity and inclusion.
• Collaborates: Building partnerships and working collaboratively with others to meet shared objectives. Be open to different perspectives.

Required Marketing Capabilities:

• Brand Building:
  • Brand Portfolio Strategy: Ability to define a portfolio and a brand's overall vision, purpose, and values and translating these into a clear and concise plan that charts the path for the brand's growth and development.
  • Storytelling: Ability to connect with your audience, craft a compelling plot, and deliver a story in an engaging.
  • Partnership Development & Management: Ability to build relationships with other businesses or agencies to achieve mutual benefits by identifying potential partners, building relationships, negotiating deals, and managing ongoing partnerships.
• Consumer Journey & Digital:
  • Consumer Behaviour Insights: Knowledge of how consumers make decisions on different occasions, moment of consumption. Leveraging understanding of the psychological, social, and cultural factors that influence consumer choices.
  • Digital Consumer Engagement: Ability to create and implement strategies that will drive engagement of consumers with a brand's digital and social media content. Incorporating precision marketing to deliver personalized and relevant experiences at each stage of their journey, increasing engagement, conversion rates, and overall marketing effectiveness.
  • Media Strategy: Ability to develop, plan, and execute a comprehensive media plan to communicate a message, target a specific audience, and achieve marketing or advertising goals within a set budget.
• Data & Insights:
  • Competitive Intelligence: Ability to gather, analyze, and use information collected on competitors, customers, and other market factors that contribute to a business's competitive advantage.
  • Market Trend: Knowledge of patterns or shifts in the market that can inform business strategies, such as consumer behavior, economic indicators, and industry trends. This includes predictive analytics, the practice of extracting insights from data to forecast future trends, behaviors, or outcomes.
  • Data Driven Decision Making: Ability to inspect, cleanse, transform, and model data with the goal to discover useful information, inform conclusions, and support decision making.
  • Impact Assessment: Ability to evaluate and measure the effectiveness and impact of creative strategies and to provide guidance for improvement.
• Innovation & Creativity:
  • Ability to generate new ideas and concepts for marketing campaigns, strategies, and services. Challenge conventional thinking with innovative solutions, curious, take calculated risks to meet the evolving needs of consumers in a competitive market environment, and focus on measurable outcomes.

Pernod Ricard is a global employer that understands the importance of work-life balance. We offer a flexible work policy, with most of our positions offering a hybrid or remote option. As a global employer, we empower our employees to work the hours that make the most sense for their and their team's schedules. We offer great benefits and perks to support our employees' well-being and success. Check out PRUSABenefits.com for details.

Pernod Ricard USA is an Equal Opportunity Employer. We are committed to the full inclusion of all qualified individuals. As part of this commitment, Pernod Ricard USA will ensure that persons with disabilities are provided reasonable accommodations for the hiring process. To request reasonable accommodation during the application process, contact your talent acquisition manager.

---