About the role
As the regional PR Manager and MEA Digital Manager, you will lead the PR Communications agenda across the region, and drive the digital content & programs creation across MEA markets for all Bacardi brands. Your responsibilities includes communication strategy, creation and deployment of digital content to deliver on story telling & increase consumer engagement on our brands and deliver measurable financial results. Your deep functional experience and know-how, agency management skills, along with an ability to lead multiple projects at any given time and operate within a matrix will be key to your success in this role.
- You will lead PR and drive digital content, programs and partnerships, in close collaboration with Brand Managers including but not limiting global comms and integrate into the annual brand activity plan
- You will partner closely with Category teams as a strategic advisor to drive best in class media engagement plans and digital content, to achieve deeper consumer engagement with our brands
- You will work closely with the AMEA Leadership team to drive the corporate PR Agenda.
This role gives you an excellent opportunity to lead relationships and work in a matrix organisation, so experience in managing multiple stakeholders will put you in good stead to ensure alignment and understanding. This role is based in the Dubai office, some of your time will be spent interacting with the Global and Country Brand Category teams and their agencies within markets across AMEA. As a result, you can expect a fair degree of travel to stay connected to all stakeholders.
Key accountabilities and responsibilities
Consumer, shopper and customer understanding - Builds deep quantitative and qualitative understanding of digital behaviours of target consumers on key brands across different markets in the AMEA and MEA in order to identify PR and digital engagement opportunities respectively, for our brands to exploit. - Builds deep understanding of media landscape, localized communication angles and digital media consumption dynamics and how this varies across key demographics and countries in the region in order to provide strategic guidance to brand and market teams.
Category & brand strategy and activity planning - Facilitates the integration into the regional and market specific IAP of Global Brand PR and digital assets - Strategically aligns with brand and market teams to develop plans for PR and digital exploitation of Brand activities in markets
Integrated brand communication - Partners with regional Category & in market teams as an expert advisor to ensure development and delivery of best in class fully integrated PR and digital communications solutions - Ensures that all assets developed follow the Bacardi Way of Growth best practice processes - Ensures timely and consistent communication of upcoming and ongoing activations with all regional and market stakeholders
Business performance management - Ensures robust measurement and evaluation plan in place on all regional PR and MENA and SUBSA cluster digital brand activities - Builds and maintains efficient PR process and agency structure in markets within the region and ensures effective development of strategic corporate and brand messaging for Bacardi Limited and it's portfolio of brands.
Creating a winning team - Becomes the go-to person and provides expert advice to regional category teams on PR strategy and MEA market and category teams on digital media tools and platforms that help drive brand awareness and maximise impact on consumers
Measures of success
Achieve target on key measures of digital impact of brands in the hub (reach and relevance, # of views/ clickthrough/ time spent/ re-tweets etc) - Unique Stories, Mentions, Relevance
Critical experiences for success
KEY RELATIONSHIPS AND INTERDEPENDENCIES
Your ability to operate and orchestrate seamlessly within the matrix will be critical for your success in this role and of the function.
Internally: - Convey information to: Market and Brand stakeholders - Adapt and Exchange (reach agreement with): Hub/Local HR; Finance; Legal; Corporate communications & external affairs, Hub Consumer & Commercial Insights Director, Hub Innovation Director, Country Brand Managers - Influence (affect change): Regional Category Director and team - Negotiate with: None
Externally: - Convey information to: 3rd party suppliers, consultancies, PR agencies, regional digital agency - Adapt and Exchange (reach agreement with):, 3rd party suppliers, consultancies, PR agencies, regional digital agency - Influence (affect change): 3rd party suppliers, consultancies, PR agencies, regional digital agency - Negotiate with: 3rd party suppliers, consultancies, PR agencies, regional digital agency
Our ways of working
Our family legacy has positively influenced our ways of working and has shaped the values to which our employees aspire. We're caring, like a family, and not only internally, but also in the wider communities in which we operate. This is demonstrated by our commitment to both act responsibly and promote the choice to drink responsibly. We trust one another, and through that trust are able to forge strong teams and networks that empower our matrix organization structure. We're passionate, reflecting our Latin heritage, and this means that we commit more than just time to our work: we commit energy, heart and soul. We are dedicated to being a role model in our industry, and we approach everything we do with Integrity First. Together, our values help us create what we're most proud of: our True Heart and Winning Spirit - both in our home markets and across the world.