RARE PR & Cultural Communications Manager

New York City, New York (US)
19 Jan 2022
19 Feb 2022

In concert with Campari Group's Must-Win Battle #3, which is to establish world-class Spirits Brands starting from Top Global Priorities and focusing on premium+ offer, a specific focus will be placed on our premium+ portfolio of brands through a new, dedicated Incubator Division, operating from NYC, distinct from Campari America and under the direct supervision of the Group CMO.

The Incubator Division's objective is to unlock the potential for these brands in the US market, by creating a bespoke business and brand building model, thanks to an increased strategic focus and the development of dedicated capabilities and tools, ultimately establishing long-term value and growth. 

In 2022 the Incubator will operate in three states (California, Texas, Colorado and Florida), step by step defining the business model and planning the expansions of the years to come. The target is to add additional States over the coming years.

With the Incubator, Campari Group has decided to unlock and accelerate the growth of  the premium+ brand portfolio in the US, developing a specific 'company' approach in terms of brand equity building and route to market, nurturing the brands  until they are established enough to enter or re-enter Campari America's portfolio in a 3-5 year horizon from the full start.

The Incubator will manage a premium+ portfolio of 10 or more brands and high marks, ranging from partially established gems to new-to-the-market propositions. The portfolio includes, but is not limited to, the following: Russell's Reserve, The Barons Series Collection, The Glen Grant, Appleton Estate 21yo, Grand Marnier Grandes Cuvees, Bisquit & 'Dubouche,' Lallier, JMXO, Braulio, and Cinzano 1757.

General Description of the Role

The PR & Cultural Manager is uniquely placed to communicate with consumers using influential, culturally savvy independent third parties, to shape brand perceptions and increase product understanding. The RARE PR & Cultural Manager will be responsible for identifying new to world and culturally relevant opportunities that bring to life the RARE portfolio in the luxury space.


This role is responsible for developing, implementing and evolving a platform of strategic PR practices, procedures and experiences to enable the category growth in the RARE designated markets. The PR & Cultural Manager will play a key role, directly or through influence, in generating awareness and affinity for the RARE portfolio. This role works closely with the RARE Consumer marketing Lead, Global Strategic Marketing and local teams to develop and execute PR strategies that can be applied across RARE markets and span varied mediums to include but not limited to, experiential, trade and consumer media, bloggers, opinion leaders, social media, etc. The PR & Cultural manager will identify and explore new to world opportunities that will give the RARE portfolio of brands significant visibility with the luxury and culturally relevant audience.




Key Responsibilities and Activities 

  • Oversee luxury lifestyle, business and trade media strategies, executive communications, crisis communications, employee communications, community management for corporate social channels, corporate philanthropy, and social impact initiatives. Implement skills writing brand briefs while overseeing agency partners.
  • Maintain a deep understanding of the key influences/cultural movements (e.g. the most relevant, compelling and important sources) that shape consumer attitudes and behaviors to increase differentiation and relevance (both traditional media and digital environment).
  • Responsible for the development of overall communications strategy; collaborate with internal and external partners to develop holistic communications initiatives that deliver consistent messaging and value 
  • Vet, approve, and manage all requests for Master Distiller and Brand Ambassador appearances, interviews, Masterclasses and more. 
  • Develop best-in-class, new to world, PR and Experiential platforms, which deliver on a cultural insight, drive consistent messaging, and facilitate ease of execution.
  • Lead and foster experiential program and activation developments - both on and offline programs.
  • Identify and explore cultural movements/cultural partners/culturally relevant opportunities, strategizing and building plan on how RARE portfolio/brands can insert themselves into conversation in culturally relevant way.
  • Identify and explore digital first PR opportunities, driving awareness and consideration of the RARE portfolio.
  • Appropriately delegate assignments to team and manages program workflow  
  • Act as key liaison between Global Brand Team, local market, and agency partner to ensure all media assets and deliverables are produced on time  
  • Lead PR agencies in press release developments, pitching efforts, project ROI and Key PR metrics.  
  • Identify key messages and storytelling angles/hooks as well as PR tactics for launches, supporting local and global PR/Marketing initiatives and tailoring messages for local markets
  • Offer strategic advice about programs, measurement criteria, results and overall landscape  
  • Work in tandem with agency partner through concept development, KPIs, key learnings, and reporting.  
  • Manage the development of talking points, speeches, and any other necessary materials for brand ambassadors, Master Distillers, Stakeholders and Executives. 
  • Recommend the PR activity that is best suited to achieve desired goals: News creation, authenticity, opinion formers/trendsetters, cultural relevancy, issues management (minimize negative news, e.g. agave shortage), cause related marketing, community building, other. 
  • Encourage PR agencies to deliver creative and imaginative activity (strong ownable ideas that clearly differentiate our brands). 
  • Identify and share global initiatives that can be leveraged for PR purposes in local markets 


Skills, Qualifications and Knowledge:  

  • Bachelor's degree with 5 – 7 years of communications experience, either in-house or within an agency setting; strongly preferred background in luxury goods and/or wine & spirits
  • Seasoned ability to develop proposals, strategy documents and strategic program recommendations  
  • Expert in media relations; established relationships with key media - experience with media across luxury, lifestyle, consumer news and food verticals a bonus   
  • Strategic and innovative   
  • Ability to manage projects and business partners on fixed timeline 
  • Ability to be agile and nimble in a fast moving environment​​​​​​​



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