Senior Manager, PR & Influencer

Position Summary

Proximo Spirits is one of the fastest growing, multi-brand spirits companies in the United States, and leaders in the high growth categories of tequila and Irish whiskey. Proximo Spirits is part of the Jose Cuervo company, headquartered in Mexico.

We are seeking a seasoned integrated PR specialist who will develop, implement and manage Public Relations & Influencer channel plans across Proximo brands – to drive increases in brand awareness, building reputation and equity, and supporting consideration among its varied consumer audiences.

Senior Manager will be part of the Communications team at Proximo, and report into the Group Communications Director. They will work alongside their Paid Media and Experiential colleagues, and partner with the Brand teams to define communication objectives, brief and manage external agencies (PR, Content Integration and Talent/Influencer), and lead full funnel and converged marketing campaigns and activations.

With prior experience in CPG, lifestyle and spirits brands, the Senior Manager position should be expert in creating innovative communication campaigns across the media, influencer and entertainment ecosystem. Capable to both lead teams/projects and collaborate with cross-functional partners, this person will find the right places, people, moments and platforms to tell our brand stories and engage with our target consumers where they are, and with messages and stories relevant and memorable to them.

Proximo Spirits brands that this position will support include Jose Cuervo tequila, the world’s number one tequila brand, Gran Coramino Tequila, a partnership with Kevin Hart, Bushmills Irish Whiskey from the world’s oldest whiskey distillery, Pendleton Whisky, outdoor enthusiast whisky TINCUP, and our ultra-premium distillery and hospitality brands Great Jones Distilling Co. in Manhattan, and Stranahan’s American Single Malt from Colorado.

Role & Responsibilities

• Ensure the effective execution of Proximo brand communications through impactful PR and Influencer strategies that drive the visibility, growth and profitability of Proximo brands
• Execute marketing campaigns that move with the speed of culture in order to remain connected & relevant with consumers and their passion points
• Identify new influencer strategies that position Proximo brands at the leading edge of the market to deliver content to consumers in new & compelling ways.
• Manage a multi-million-dollar budget to support multi-channel campaigns, and use passion for beverage spirits, and the lifestyle areas they operate in, to grow awareness of our brands with various media and culture targets.
• Motivate and lead our PR & Influencer agencies to create high performing media strategies that increases consumer reach and continuously improves brand equity
• Identify innovative approaches to enhancing brand image through paid and earned strategies, leveraging technology and creative best practice to deliver content that drives measurable talk-ability, engagement and conversion
• Coach and oversee the PR Manager to develop capabilities and the brand PR strategies that they lead
• Brief, train and develop internal spokespeople and the messages they deliver, as well as external talent we hire to endorse our brands. Internal spokespeople include CEO, Head of Marketing, Master Distillers and Blenders for our brands, Brand ambassadors.
• Partner with Group Communications Director on long-term brand positioning and curation of reputation with consumers, understanding each brand’s heritage, product RTBs and role in culture to provide guidance and counsel to brand teams across projects and annual brand plans
• Lead brand activations in-market, acting as overall decision-maker and person accountable for success of PR events, media trips and sponsor activations.

Key Competencies

• Strategic Thinking & Business Acumen – Considers the strategic direction of Proximo brands and their objectives during day-to-day execution and decision making. Demonstrates knowledge of market and competition. Consider the future implications of a decision’s impact; this may involve the creation of new approaches to proactively or reactively address an opportunity and/or concern.
• Innovation–Displays original thinking and creativity for PR campaigns; Tailor messaging and content to reach target audiences, with a focus on operating at the leading edge of consumer preferences; Presents ideas and information in a manner that gets others’ attention.
• Cultural Awareness–Has finger on the pulse of culture, and demonstrates a keen awareness of cultural and consumer trends driving preference with Gen-Z and Millennial populations. Is experienced in marketing to multicultural consumer groups.
• Planning/Prioritization— Manage multiple, often competing priorities simultaneously and reprioritize based on impact, risk and value to Proximo business goals

Key Relationships

• Internal- Marketing & Communication team, Distillery teams, Legal & Sales
• External- Agency Partners: PR/Influencer/Entertainment and Talent , Celebrity and influencer ambassadors, and their agent teams

Knowledge and Experience

• 10+ years PR experience in consumer goods, lifestyle and/or spirits sector, with strong ability to activate integrated campaigns across media, talent and influencer at a national and local level
• Understand and have a passion for collaboration within the entertainment and sports landscape, including managing artist and celebrity campaigns, developing music and sports sponsorship amplifications, and integrations within popular content.
• Creative, conceptual and imaginative, yet practical to solve day-to-day problems.
• Demonstrate ability to thrive in an entrepreneurial, fast paced and dynamic environment.
• Solid experience working with influencers to create buzz and extend traditional PR tactics
• Ability to set agency KPIs and approve budgets for brand teams
• Exceptional writing and editing skills, with experience in drafting communication plans
• Experience in crisis communications and development of risk scenario planning, including message development and stakeholder management
• Experience coaching company and third-party spokespeople through message training and 1:1 media interviews.
• People management experience with reporting personnel.
• Experience in persuasive presentations to key internal stakeholders, proficient use of PowerPoint and Word

Proximo Spirits