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I have 17+ years of brand marketing & advertising expertise, working both client & agency side; globally & locally. Over my career I’ve delivered clear strategies for profitable value growth + strong equity improvements on my brands. All by building effective teams that deliver growth minded, data-led brand strategies to execute creative 360 marketing campaigns, innovative brand partnerships & culture platforms - all across a diverse range of markets (UK, Europe, MENA, Sub-Saharan Africa, LATAM & Asia). I’ve been fortunate to work on global brands like Kellogg’s & Pringles as well as Pernod Ricard’s extensive premium spirits portfolio managing well known brands like Jameson, Ballantine’s + Havana Club.Currently responsible for Jameson Irish Whiskey, Havana Club Rum, Aperitifs & our growing Tequila & Mezcal portfolio in the UK delivering record net sales numbers & all time brand equity highs. Previously global brand marketing director on Ballantine’s - the worlds #2 scotch whisky, #1 in Europe - managing a team of 15 people on a brand delivering +£675m sales revenue, enjoying year on year sales growth working in 90+ markets worldwide to take volumes from 5.6m to 9m+ cases/year, adding over +£200m in net sales during my tenure.I’m passionate, resourceful & collaborative, thriving on new challenges, building diverse teams with a strong culture to deliver impact on brands. I’ve had specialist experience managing brand partnerships including Boiler Room & Ballantine’s music platform, EFL x Jameson football partnership, Havana Club’s O2 Academy National venue sponsorship, Coco Pops w/ Nickelodeon, gaming collaborations on titles like Borderlands + Dota2 & numerous high profile international music artist contracts / festival activations (RZA / Untold / BeatHotel / Meatopia), fashion collabs with Percival, Lovers FC & Admiral & even a sriracha collab with Flying Goose.Digital transformation has been key to my roles, responsibility included leading digital across Pernod Ricard’s Scotch Whisky business Chivas Brothers, a business with £2B+ in sales. I lead change in the delivery of digital services across portfolio brands like Chivas Regal, The Glenlivet & Ballantine’s. From content management, CRM, SEO & websites to in-housing creative resource, where I embedded a 20+ team to deliver £3.3m a year in annual cost savings versus traditional agency rate cards.My skills include: Marketing & Communications, Brand Strategy, Digital Marketing, Culture Marketing, Passion Point Marketing, Brand Management, Building High Performing Teams, Brand Partnerships
Pernod Ricard
View- Website:
- pernod-ricard.com
- Employees:
- 19634
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Director - Whiskey, Tequila, Rum And Aperitif Brands (Uk)Pernod RicardLondon, Gb
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Brand DirectorPernod Ricard Jul 2022 - PresentParis, Ile-De-France, FrBrand Director leading a marketing team of 15 across our Irish Whiskey Portfolio (Jameson, Redbreast, Spot Whiskies), Rum Portfolio (inc. Bumbu), Altos Tequila, Lillet and our Enterprise Brands in the UK market.Some marketing highlights in the first 24 months in role have included negotiating and delivering our Jameson Partnership with the 72 club strong English Football League (EFL), Jameson merchandise drops with Percival, Dickies + Lovers FC, our Altos Hot Lime PR campaign, launching Havana Club's Cuban Mode into the UK, leading on the portfolio wide O2 Academy partnership, establishing and executing Jameson Connects CRM platform driving huge 1st party data growth and the launch of our Altos Ready to Serve Margarita into the UK market. Results have included record brand equity growth for Jameson quarter on quarter on quarter, leading to impressive net sales growth as well as doubling volumes on Altos Tequila, making it now the #1 Premium Tequila in the UK Off Trade. ==================🏆 Awards:Football Content Awards 2024 - Best Brand Campaign: EFL x Classic Football Shirts Jameson Limited EditionsBest Brand Team (Jameson) 2024 - Marketing Society FinalistFootball Content Awards 2023 - Best Brand Campaign: Jameson x Lover FC Women’s World CupGoal.Com - Product Awards 2023 - Brand Collaboration of the Year Winner
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Global Brand Marketing & Digital DirectorPernod Ricard Oct 2020 - Jun 2022Paris, Ile-De-France, FrLead brand marketing globally for the world's #2 selling Scotch Whisky, Ballantine’s, and #1 in Europe finishing on a record 9m+ Cases/Year. This role involved leading a team of 15 to deliver the brand strategy & annual budget planning as well as creation of brand marketing communications campaigns, live events, experiences, brand partnerships and creative assets from strategy to execution in a hugely diverse range of markets including EMEA, LATAM, Asia and SSA. I was also responsible for digital transformation initiatives transversely across the full Pernod Ricard Scotch portfolio (Chivas Regal, The Glenlivet, Ballantine’s, Royal Salute) including the oversight of our 20+ headcount in-house studio which has delivered annual savings for the business of £3.3m. Key achievements include launching the new Stay True: There’s No Wrong Way campaign into 25 global markets, including hyper localised versions in Sun Saharan Africa and China. These campaigns have positively shifted brand equity in both awareness and emotional connection, leading to a record year in sales. I’ve also led the launch of our new True Music Studios global experiential campaign alongside our long term brand partner Boiler Room, with a new gaming partnership and cultural partnership launching in 2022.🏆 Awards:The Drum Awards - Marketing EMEA 2023Finalist - Content: Ballantine’s x BorderlandsFinalist - Partnership / Collaboration: Ballantine’s x Borderlands
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Global Head Of Brand Marketing (Ballantine’S)Pernod Ricard Jan 2019 - Oct 2020Paris, Ile-De-France, FrLead a vibrant, diverse team in developing the brands marketing strategy & delivering ATL communications for TV/OOH along with enhancing and expanding our digital ecosystem inc. Social Platforms, Global Dot Com and Spotify. Alongside comms I was responsible for bringing to life dynamic brand experiences and events, connecting online to offline. Highlights this last 2 years have included the launch of our new Stay True: There's No Wrong Way campaign globally across 20+ markets, further events for our award winning True Music campaign and partnership with Boiler Room, giving a platform for local talent and broadcasting them to the world. This year also saw us launch our True Music 'Streaming From Isolation' series support artists through the COVID pandemic plus a unique new partnership with Glastonbury festival favorites 'Beat Hotel'.Being in the global brand team means leading projects across all global markets including work in Europe, Sub Saharan Africa, Asia, LATAM and MENA.
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Global Marketing ManagerPernod Ricard Oct 2016 - Dec 2018Paris, Ile-De-France, FrGlobal Marketing Manager on Ballantine's, the #2 premium Scotch globally, #1 in Europe (IWSR 2016) and a brand that has grown year on year over the last 4 years making it a top 12 international spirit. Managed a team of 3 passionate marketers to deliver marketing assets and campaigns across all key brand projects. Highlights included digital content creation, web platform builds and live streamed events for our Ballantine's True Music global platform including our highly successful Ballantine's X Boiler Room partnership. Led the launch of the award winning True Music Africa, a 360-campaign taking our Ballantine’s x Boiler Room collaboration across the African continent including stops in Cape Town, South Africa | Douala, Cameroon | Nairobi, Kenya and a return to Johannesburg, South Africa. Entertaining fans on the ground as well as streamed out to millions across the globe. Helped shape overall brand strategy, with particular focus on enabling this strategy through our digital platforms. This included the overhaul, rebuild and worldwide rollout of our new Dot Com into key regions and creating a manageable CRM program for our markets. Achieved through in-housing a design & development team to improve the number of deliverables and save hundreds of thousands in marketing budget. Alongside marketing this role had commercial responsibilities managing both lead and emerging markets, including South Africa, Romania, as well as Sub Saharan Africa and MENA regions amongst others.---------------------------------------------Awards 2018Ballantine's True Music Africa:The Lovie Awards - Winner- Online Advertising > Food & Drink Category
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Global Senior Brand Manager (Digital)Pernod Ricard Nov 2014 - Oct 2016Paris, Ile-De-France, FrGlobal Senior Digital Brand Manager working on Pernod Ricard Scotch Whisky portfolio. I managed wide ranging global marketing campaigns across multiple markets including the award winning Ballantine's Space Glass, Ballantine's Instazine: the first Instagram magazine and the Ballantine's Golf Club digital platform from build to launch.---------------------------------------------------------------Awards 2016Ballantine's Space Glass:Cannes Lion - Winner- Cyber > Integrated Multi-Platform Campaign [Online & Offline] (Bronze)Cannes Lion - Shortlist- Cyber > Social VideoBallantine's Instazine:Cannes Lion - Shortlist- Digital Craft > Content > Editorial Awards 2015Ballantine's Space Glass:Cristal Festival - Winner- Marketing Innovation (Gold) Eurobest - Winner - Interactive > Online Video (Bronze) Epica - Winner- Product Design (Bronze) Ballantine's Instazine - Issue One: Design Week - Finalist- Interactive Design Award
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Account DirectorIsobar Jun 2013 - Oct 2014London, London, GbAccount Director working on the European Kellogg's account. Responsible for all digital output on kids and mums cereal brands including Coco Pops, Rice Krispies, Miel Pops and Rice Krispies Squares.Projects managed run across multiple markets and include web builds, mobile, banners, video content, social media and integrated media partnerships the highlight being a Coco Pops World Cup initiative called RioBall with Nickelodeon. -
Account ManagerIsobar Nov 2011 - Jun 2013London, London, GbAccount Manager on the Pan-European Kellogg's account. I joined this network global marketing agency whilst it was still an independent agency called glue, before the Dentsu Aegis acquisition and rebrand to glue Isobar.From 2011-12 I was mainly responsible for digital output on Crunchy Nut, Rice Krispies Squares, Nutri-Grain and Pop Tarts in the UK & Ireland. This included an award winning piece for Rice Krispies Squares where we created the first 3D Cinema ad you can 'taste'.After a successful spell on these UK brands I moved across to work on the Pringles portfolio which was predominantly cross platform digital campaigns delivered across EMEA & the Arabic Peninsula in 2012/13. These included digital activations like 'Last Can Standing' and the regional launch of the Pringles Xtra NPD. ------------------------------------------------Awards: BIMA (Dec 2012) Advertising category winner for Rice Krispies Squares integrated digital and cinema campaign.
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Account ManagerEazytiger Digital Ltd. Jun 2007 - Jul 2011Syston, Leicestershire, GbA diverse role at a start up Digital Marketing agency where I was responsible for the complete management of the key client relationships across several different accounts including Premier Drums, NHS, Pukka Pies & Apto Sports. Day to day this would include:Project Planning - Requirements assessment. Turning real life requirements into a detailed specification with costs allocated to the project.- Working with the client to maximise the impact their budget could have for their businessCreative Input - Lead creative meetings to come up with ideas to make campaigns / projects as engaging and interesting as possible in order to maximise return on investment for the clientAccount Management - Meeting regularly with existing client base to both ensure solid client relationships and smooth project flow but also maximise client spend.- Providing clients with detailed analysis and feedback on their existing web and marketing projects using information from things like web traffic, email campaign results and search engine presenceProject Management - Managing projects through a busy design and development studio, which required careful time management as well as management of expectation externally. Whilst internally people management skills were imperative.Sales / New Business Development - Presenting / pitching possible solutions to prospective and existing clients- Providing detailed quotations and responses to open tenders for business- Following through to completed sale and then delivery of projectsTechnical skills- Understanding of some key web technologies such as Databases, HTML, CSS, JQuery and Flash to ensure good transmission of information between client and technical staff- Ability to use and understand results from web analytics software in order to work out patterns and changes required on web sites- Ability to use a content management system in order to both demonstrate live to a client as well as teach other members of staff -
Account ExecutiveEazytiger Digital Ltd. Jun 2006 - Dec 2006Syston, Leicestershire, Gb
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Ecommerce Store ManagerWe Are Pets May 2005 - Sep 2005Managing an online business, from dealing with day to day client queries to picking, packing and dispatching goods, as well as managing website content.
Josh Mccarthy Skills
Josh Mccarthy Education Details
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The University Of ManchesterManagement And It -
InseadExecutive Education
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Loughborough Grammar School
Frequently Asked Questions about Josh Mccarthy
What company does Josh Mccarthy work for?
Josh Mccarthy works for Pernod Ricard
What is Josh Mccarthy's role at the current company?
Josh Mccarthy's current role is Director - Whiskey, Tequila, Rum and Aperitif Brands (UK).
What is Josh Mccarthy's email address?
Josh Mccarthy's email address is jo****@****ail.com
What is Josh Mccarthy's direct phone number?
Josh Mccarthy's direct phone number is +331410*****
What schools did Josh Mccarthy attend?
Josh Mccarthy attended The University Of Manchester, Insead, Loughborough Grammar School.
What are some of Josh Mccarthy's interests?
Josh Mccarthy has interest in Football, Skiing, Snowboarding, Cricket, Music, Food, Travel, Diving, Film.
What skills is Josh Mccarthy known for?
Josh Mccarthy has skills like Account Management, Online Marketing, E Commerce, Brand Development, Digital Marketing, Web Applications, Social Media, Project Coordination, Cms, Crm, Digital Media, Email Marketing.
Who are Josh Mccarthy's colleagues?
Josh Mccarthy's colleagues are Fernanda Mordojovich Zúñiga, Nurzhan Ospanov, Alejandro M. Flores, Meghana Guduri, Franck Vilette, Alisa Laura Löwenstrom, Abiodun Bakare, Fca.
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