MillerCoors is built upon a foundation of more than 288 years of brewing heritage. It is a legacy driven by our founders to brew the highest quality beers, and a commitment that continues today. Our vision is to create America's best beer company by driving profitable growth. And we insist on building our brands the right way through quality brewing, responsible marketing, and a commitment to sustainable development and community investments. We're building a true team of highly talented people. People who are passionate about the beer business, who love to win and have a desire to learn, and who always aim to amaze customers by doing the little things that make a big difference. |
Posting Job Description
Responsible for driving communications strategy in support of innovations team and economy brands portfolio. Includes developing/maintaining narrative for MillerCoors approach to innovation brands, as well creating engagement for the individual brands among beer drinkers and other key stakeholders. Develop and execute external brand PR strategies/tactics, covering everything from traditional media relations to social media to content creation. Develop big ideas that create opportunities for integration with other marketing functions, rather than operating as a stand-alone tool. Provide strategic counsel and collaborate with communications colleagues on innovations/economy messaging to employees, distributors and business media. Collaborate with other marketing functions/agencies.
Strategic Counsel and Narrative Management:
Provide proactive strategic communications counsel to innovations/economyy teams, to ensure the portfolio story is advanced in the right way, with the right audiences. Own key narratives – create them, gain consensus they’re the right story and keep them updated as circumstances evolve. Understand the current mindset of priority audiences and how to influence those audiences. Support innovations/economy executives on major presentations/speeches, including MillerCoors distributor meetings. Anticipate and manage issues to minimize risk to the individual brands. Advocate for the role of consumer PR in the marketing mix, educating marketers on why PR is a smart use of resources. Combine an aggressive sales mentality with realistic news judgment to help prioritize the best use of communications resources. Serve as brand spokesperson when necessary. Monitor competitive activity and provide a POV on its relevance/impact, when necessary.
Provide direction, feedback and leadership necessary to ensure we get maximum value from agency resources, while also managing those resources responsibly. Ensure clear, consistent strategic direction is provided by brand teams and that the agency has the appropriate level of business knowledge/context to deliver against briefs. Offer creative input/feedback to agency before plans are presented to brands, to help shape recommendations as necessary. Collaborate with agency so recommendations delivered to brand are coming from the marketing communications team, not just the agency. Push for early inclusion of PR agency in planning conversations. Demand cross-agency collaboration in the best interest of the brand rather than the agency.
Brand PR Program Development:
Develop and execute strategic consumer PR plans in support of overall brand positioning, priority programs/partnerships and other major brand initiatives. Details of plans will vary based on individual project objectives, but tactics may include traditional media relations, social media, digital content creation, special events, etc. PR briefs developed in consultation with brand teams. Measurement will vary based on program objectives but may focus more on qualitative measures than quantitative. Responsible for ensuring PR plans adhere to MCC and legal standards. Whenever appropriate, should seek total-market plans rather than separate general market and multi-cultural plans. Responsible for securing/confirming budget with brand and managing budget with agency once program is approved. Monitor, identify and assess trends and activities from a public relations POV and apply as appropriate.
Collaboration Across Communications Audiences:
On high-leverage brand programs/initiatives, determine communications strategy and narrative across all key non-consumer audiences, which may include employees, distributors, retailers and analysts. General principle governing news cycle is we tell employees and distributors before external stakeholders. Work closely with colleagues in internal comms (includes consumer affairs), S&D comms, editorial services and media relations.
Education and experience:
Skills and Knowledge:
- Communications, Journalism or Public Relations degree plus 10 years relevant experience, preferably with consumer packaged goods or alcohol beverage brand (agency or client side of business).
- Requires knowledge of all aspects of media and public relations; strategic planning and programming; exceptional executional; identification of key audiences and most effective ways to reach those audiences; attention to detail; and strong written communication skills, including editing.
- Must have strong overall communication, writing and presentation skills; ability to deal professionally and persuasively with people at all levels of the organization, including senior leadership; effective intrapersonal skills for managing agency teams, building relationships with internal clients and establishing relationships with key news media; ability to think strategically and plan ahead; ability to multi-task and prioritize effectively; thorough understanding of the consumer market and what is “newsworthy”; sensitivity to public issues that could affect the company’s ability to conduct business over long-term; event planning and management skills; budget management; strong understanding of social media channels; customer service orientation with the ability to lead and work constructively as member of variety of teams, particularly with brand teams; and ability to develop and identify creative platforms/concepts.
Position reports to the Manager, Marketing Communications. Will be located in Chicago with the communications team, but will spend significant time face-to-face with the innovations/economy teams, ensuring a strong fit and strengthening the relationship between comms and the T&B team.
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