Sponsorship and Partnerships Manager - Music at Diageo

Key outcomes & responsibilities

Key outcomes:

• Deliver world class partnerships across our music and entertainment portfolio (Festivals and Venues)  – owning the relationship within Diageo GB with our partners.  Embed clear relationship matrix and WOW internally and externally.
• Orchestrate brilliant execution of the partnership, harnessing internal and external resources, oversee squads and partner events, to ensure all aspects of the plan are executed brilliantly and to time in order to deliver the business case assumptions for these partnerships.
• Maximise the rights usage within the partnership to deliver against brand consumer and commercial KPIs.  Ensure all rights/IP are used in accordance with the contractual agreement with our partners and Diageo’s DMC and relevant policies.
• Efficient and effective commercial management of entire music and entertainment portfolio – fully responsible for budget management, influence and support of brand budget holders for best in class delivery spending every £ in the correct way
• Delivery of M&E framework that supports and guides future investment for our brands and aligns with wider business investment plans

Core Responsibilities:

• Partner with brand teams on long and short-term strategy development and business planning process to maximize our music partnership portfolio.
• Develop best-in-class playbook on music partnership & activation based on strong external radar and key internal relationships.
• Lead stakeholder engagement –
  • Inspire and orchestrate internal teams (cross-functional teams and agencies) on our music partnership portfolio and drive program understanding and planning
  • First point of contact for Live Nation, AEG, Superstruct and OVG to maximize the partnership and unlock assets and resources in support of breakthrough plans
• Orchestration and project management of all key workstreams in support of the partnership – marketing development/planning, commercial execution, financial planning etc
• Business case tracking and staying on top of issues and opportunities. Highlighting interventions needed to drive execution and deliver business objectives.
• Lead negotiations of partnership contracts alongside broader functions e.g. procurement, legal etc. 

Functional capabilities for the role:

• Experienced at leading large-scale sponsorships/ partnerships, negotiating and facilitating best-in-class partnership deals and developing/activating world-class integrated marketing campaigns in physical and digital channels.
• Exceptional commercial & project management experience required to ensure all workstreams progress on time and that recommended TTL  plans are successfully implemented.
• Strong proven experience of collaborating to create and manage the M&E of sponsorships and activation to ensure brand impact and strong ROI.
• Proven strategic judgement and analytical rigour, with the ability to translate strategy into action   
• Financial and business case understanding – working with finance partners and our partners to ensure we stay on KPI as well as drive commercial negotiations

Leadership capabilities for the role:

• Building authentic relationships – exceptional with internal and external stakeholders of all levels.  As comfortable with media/investors as with a local sales team or pub customer.
• Curiosity and an always on cultural radar particularly in the area of music – to identify opportunities and shape the future.
• Delivering performance: Move effectively between strategy and operational detail, knowing when and where to intervene and commitment to outstanding delivery of results
• Managing across a matrixed organisation – creating outstanding team work and alignment; driving business alignment and senior level belief / support
• Brilliant people manager and coach – providing clarity on R&R is key within and outside of direct team.

About You:

• Proven senior level track record with experience in marketing, specifically inclusive of culture and partnerships space.  Music and entertainment experience preferred.
• Experience in managing integrated campaigns including ATL and BTL
• Experience in working across multi market and functional projects
• Influencing senior stakeholders and external partners in service of brand and business outcomes.
• Partnering with agencies  to deliver best quality work
• Experience in a mix of brand, agency and rights-holder organisations preferred.