Brand Director, GEM Portfolio

Location: New York, NY, US

Where Conviviality is at work.  

Pernod Ricard is a global premium spirits and wine company. We’re the team behind leading brands such as ABSOLUT® Vodka, Jameson® Irish Whiskey, Malibu®, Kahlúa® Liqueur, The Glenlivet® Gin, and Skrewball™ whiskey, as well as many more superior wines and exquisite champagnes! 

Working at Pernod Ricard is all about igniting conviviality in all that we do. Derived from the French word, convivialité…it means human connection, authenticity, friendly, and jovial. Conviviality is energy and spirit with a splash of je ne sais quoi and is a core philosophy around how we live and work at Pernod Ricard.   

Guided by our 4 core values: (1) grounded in the real; (2) fiercely authentic; (3) passion for challenge; and (4) connected beyond borders; we are team players, dream makers, trailblazers, movers and (cocktail) shakers. We have a passion for living life to the fullest, making new friends every day, and realizing our potential as people and as a business! 

The salary range for this role, based in New York, is $172,720,00 to $215,900.00. The range will vary if outside of this location.  Base salaries are determined during our interview process, by assessing a candidate’s experience, skills against internal peers and against the scope and responsibilities of the position.

Position Summary:

The Brand Director, GEM Portfolio will serve as the strategic and operational marketing leader for a high-potential portfolio of under-prioritized spirits brands. The mission is to drive brand equity, unlock revenue growth, and deliver disruptive go-to-market solutions. This role is central to building a new marketing and execution model within Pernod Ricard USA, in close partnership with the DVP, General Manager GEM, as part of a newly created Route to Market (RTM) strategy.

The Brand Director will lead the creation of tailored brand strategies and integrated marketing plans across the ‘Targeted Elevate’ and ‘Execute’ segments. They will play a pivotal role in shaping the identity, commercial relevance, and long-term value of the GEM brands, working closely with the Commercial, Innovation, Finance, and Transformation teams, as well as external distributor and agency partners.

This role requires a blend of brand-building expertise, commercial intuition, and hands-on leadership across innovation, communications, and retail/shopper marketing. The ideal candidate brings a general management mindset and a passion for developing challenger brands into category contenders.

What you’ll do 

Brand Strategy & Equity Building – 30%

• Develop and implement differentiated brand strategies that drive growth across the GEM portfolio.

• Translate consumer, category, and commercial insights into compelling brand positioning, visual identity, and integrated marketing platforms.

• Collaborate with global Brand Companies to ensure alignment while maintaining local relevance.

• Take a hands-on approach to trade marketing by partnering with sales teams to enhance in-store presence and sales performance.

Marketing Activation & Channel Execution – 25%

• Design and execute media-to-shelf marketing plans in partnership with commercial teams to drive impact across chain and independent retail.

• Collaborate with digital and shopper marketing teams to deliver omnichannel campaigns, including eCommerce, in-store, and experiential activations.

• Customize execution strategies based on distributor capabilities and retail dynamics, particularly in new and alternative RTM environments.

Innovation Leadership – 15%

• Co-develop an innovation pipeline with the Innovation Hub, focusing on format, occasion, and flavor expansion.

• Lead commercialization efforts from concept to launch, ensuring comprehensive 360-degree support plans.

• Align with supply chain, finance, and commercial teams throughout the S&OP process to ensure feasibility and success.

Business & Performance Management – 15%

• Manage and optimize A&P budgets across the GEM portfolio, allocating resources to maximize ROI across channels and markets.

• Monitor brand and channel performance metrics, identify challenges, and implement data-driven solutions.

• Lead brand equity tracking and health monitoring initiatives.

Leadership, Team Development & Culture – 15%

• Manage and mentor the Brand Manager, providing clear guidance, fe