GLOBAL PR, CULTURE & PARTNERSHIP LEAD - Peroni Nastro Azzurro

About the job

Main purpose of the job

Based in London and reporting to the Global Brand Director, we are seeking a dynamic and strategic Global PR, Culture and Partnerships Manager to lead and drive the transformation of our brand’s impact globally.

This role will be pivotal in shaping our long-term PR, Partnership and Culture/Content strategy, with a focus on creating a powerful, differentiated brand that drives both brand equity and commercial growth via partnerships (existing and new) earned and ‘others say’. This individual will serve as a champion for best-in-class unmissable partner creative and strong culture and communication strategy globally.

Using your network to ensure maximum earned media coverage globally,  this role requires an expert orchestrator and relationship building specialist to drive and maximize partnerships for the brand. This position will also champion the brand’s presence in cultural moments and oversee the future content direction of the brand.

More specifically, you will be trusted to:

Partnerships

• Develop and drive the long-term strategy for our partnerships, ensuring mutual benefits and the elevation of both brands.
• Lead the development of future Joint Business Plans (JBPs) with partners, aligning on shared objectives and new opportunities.
• Commercialize partnership initiatives through creative and effective activations that drive sales, awareness, and cultural impact.
• Oversee all partnership-related PR efforts, ensuring cohesive storytelling and strong execution across all touchpoints.
• Be the key owner for our inter-agency team and attend all production and content creation linked to partnerships.
• Identify further partnership opportunities globally to ensure Peroni Nastro Azzurro is at the forefront of key cultural moments.

PR & Earned Media

• Develop and execute tailored PR strategies for key markets, ensuring alignment with global brand objectives while considering regional nuances and market trends.
• Develop and oversee a robust earned media strategy that increases the brand’s visibility and engagement in top-tier outlets globally.
• Lead media outreach efforts, securing high-quality coverage across traditional, digital, and social channels.
• Cultivate strong relationships with media contacts, positioning the brand as a thought leader in the industry.
• Measure and analyse earned media results, adjusting strategies to ensure maximum return on investment and brand impact.

Global Influencer & Events

• Develop and implement a global influencer strategy, working with key markets to identify and activate relevant influencers who align with our brand values and resonate with target audiences.
• Develop our Global Event Strategy for key influencers in line with key KPIs and local activations to ensure influencers and key partners experience the brand TTL.
• Act as the brand’s guardian for influencer marketing, ensuring best practices, consistency, and innovation across regions.
• Develop strong relationships with key opinion leaders (KOLs), influencers, and tastemakers in the lifestyle, entertainment, and sports sectors.
• Build and leverage a network of media contacts and brand advocates to amplify the brand’s message in key markets.

Content and Culture:

• Lead and develop a ‘social first strategy’ and content creation strategy for Peroni Nastro Azzurro globally; weaving together both ‘Brand say’ and ‘Others say’ to ensure we build a community and show up and drive relevant conversations.
• Identify key cultural moments where the brand should show up, from global events to niche, local activations that resonate with the brand’s target audience.

• Lead the brand’s cultural content strategy, ensuring a consistent and impactful voice that reflects the values, heritage, and innovation of the brand.
• Collaborate with internal creative and content teams to develop and execute innovative campaigns that drive cultural relevance and consumer engagement.
• Anticipate trends in culture and beer, positioning the brand as a leader in its sector by proactively creating content and moments that captivate global audiences.

Do you have what it takes?

• 8+ years of professional experience, preferably in a FMCG/consumer goods organization (beverages a benefit but not mandatory)
• Advanced experience in Partnership Management with clear ROIs in this space.
• Strong network and relationships within the Influencer and press office/journalist space
• Marketing Ps development, weighted to Positioning, Product and Promotion
• International experience required (not necessarily work related)
• Proficiency in English a must, Italian a benefit but not mandatory
• Strong analytical skills linked to media measurement, commercialization of work and date into insight
• Ability to make decisions and take stakeholders on a clear journey
• Should have a generalist marketing background with a strong commercial focus. 

Enjoy a little extra with our benefits (the list of benefits applies to the United Kingdom)

• 10 - 20% Annual bonus
• Beer Allowance
• Subsidised on-site Cafe
• Industry-leading pension contribution
• Private Healthcare
• Life Assurance
• Private Dental insurance
• 25 days holiday with option to purchase 5 extra days
• Flexible Working 

Join our team and uncover even more exciting perks that make Asahi Europe &International an exceptional place to work.

We are committed to nurturing a workplace where we celebrate and respect differences, and support everyone to be true to who they are!

At Asahi Europe and International, we believe you can SHINE AS YOU ARE - no matter your age, gender, ethnicity, sexual orientation, disabilities, religion, or beliefs. We want to support you to be courageous in your individuality and to know that whoever you are and whatever your circumstances, you can belong with us without having to conform.