The Global Brand Public Relations team operates as an in-house agency, supporting all the brands within the Suntory Global Spirits Portfolio. The Manager reports to the Senior Director of Global Brand Public Relations in New York, with a dotted line into the Global Senior Director Marketing, Scotch & Irish Brand House in Glasgow, Scotland, and supports the Scotch & Irish Global Brands, and Prestige Key City Strategy including London and key European cities. As the expert in global prestige public relations, the Manager is responsible for delivering breakthrough public relations campaigns that bring the strategies to life through significant and impactful earned media results.
As a strategic partner to Global and Regional Brand Marketing teams, the Manager leads the development of global public relations strategies with guidelines and toolkits for regional execution and provides oversight of customer and press events around the world. Working closely with cross-functional partners, the Manager is responsible for elevating the brands within the portfolio, and for best practice sharing as the team's liaison for all media and special events and providing an educated POV of market and cultural nuances.
This individual has a strong network, is strategic, plugged into culture, has a strong understanding of luxury and is an events and media expert with a sophisticated knowledge of cultural trends and nuances ensuring relevance and best in class results.
The Manager is responsible for leading agency partners, and cultivating strategic partnerships through endorsements with celebrities, influencers, brand and media partnerships where appropriate. These partnerships must resonate globally, be brand relevant and elevate the brand messaging through earned media channels.
This role requires a motivated self-starter, problem solver, a strong writer and communicator, a natural team player, a strategic and creative thinker with a strong understanding, experience and passion for inserting brands into culture.
Role Responsibilities Develop global brand public relations strategies with guidelines and toolkits and drive programs and events in support of annual brand plans and strategic brand growth drivers and objectives. Develop news-worthy pitches, content and media angles that generate coverage in traditional, digital and social media platforms. With a strong understanding of Global media, establish a proactive and reactive press office, establishing strong relations with top tier media and key opinion leaders, cultivate relationships with key journalists and influencers/tastemakers. Collaborate with digital and social media teams to ensure an integrated approach in driving brand visibility. Effectively manage public relations agencies on assigned brands throughout all phases, from RFP, creative development through program execution and evaluation. Prepare public relations budgets in conjunction with yearly planning process and program development. Manage approved budgets. Write media releases, briefing documents, speeches and presentations on assigned brands and company issues. Amplify brand work to generate excitement internally via the company internal and external channels in collaboration with the Corporate Communications team. Oversight of regional and special event execution around the globe for both press and customer activations. Work with key spokespeople to facilitate press and event needs including messaging, speeches, scheduling and product needs. Manage media measurement, evaluating campaign effectiveness, and communicate results internally. Collaborate with the Corporate Communications team to develop corporate campaigns for brands including Spokesperson media training, external corporate communications, C-Suite briefings, etc. Collaborate with the Internal Communications team to raise profile and generate excitement around initiatives. Manage Awards strategy for the Scotch & Irish portfolio, establishing a meaningful relationship with IWSC, ISC and WWA and ensure execution of annual submissions, Scotch & Irish technical expert participation on judging panels, managing attendance at annual awards events. Collaborate with the Private Client team to develop VIP experiences at the Scotch & Irish distilleries for press and clients. Develop strategy for the Global Prestige Team, ensuring all tactics reach a premium/luxury press and consumer audience. Working closely with the U.S. Prestige team, lead the PR agency and execution of U.S. Scotch & Irish PR programming. Qualifications 8-10 years luxury / consumer brand PR experience preferably in a global role in agency or in-house; spirits background a plus but not required Proven track record of delivering best in class Global public relations campaigns Excellent verbal and written communication skills Understanding of global cultures, traditions and consumer mind set High taste level and understanding of luxury and consumer brands and their audiences Experience with events of all size, both press and customer Connected to key influencers, tastemakers, and industry decision makers Strong media relations and deep understanding of a variety of media channels Articulate speaker with great presentation skills Ability to represent brands (internally/externally) across all levels of the organization Process oriented with strong budget planning Collaborative style, works well in cross-functional teams to build consensus Global viewpoint with ability to think cross-culturally Strong stakeholder management skills. Ability to work across a matrixed organization. Proven ability to juggle multiple tasks and projects and thrive in a rapid-paced, constantly changing environment Frequent travel to Scotland, and global travel up to 20% of the time Understanding of a highly regulated industry a plus Office-based role with flexibility to work remotely up to 40% of the time