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How a Community Manager Became Global VP of Marketing at Patron Tequila

Authors: 10XMarketing Adrian Parker
Posted Under: Social Pros Podcast
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Daniel Lemin

Convince & Convert

Hannah Tooker


Leanna Pham

Convince & Convert

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Adrian Parker shares key insights into his role as Global VP of Marketing for the #1 most talked about spirits brand in the world.

Prepare for the Unpredictable How a Community Manager Became Global VP of Marketing at Patrón Tequila

Social is a multi-disciplinary job. If you want to build an enviable career for yourself in social, you’ve got to become a ‘pro’ at more than just the social aspect of your role. You must become fluent in most (if not all) corners of marketing, advertising, media, and business.
Adrian Parker, Global VP of Marketing for Patrón Tequila, has gone from managing and writing tweets for RadioShack to leading all of the marketing for one of the most well-known luxury spirits brands in the world. He is living proof that you can make social a successful career, you just need to have the passion, drive, and motivation to make it happen.
Patrón Tequila is far from a digital marketing business. However, they understand the crucial role that social plays when it comes to their branding and connecting with their customers online and during times when face-to-face interactions are limited at best.

In This Episode:

  • 05:03 – How important it is for brands to deliver superb digital experiences
  • 11:05 – How marketing and consumer behavior have changed over the last few months
  • 21:29 – How Patrón Tequila use social and marketing communications to measure the impact of recent changes (COVID-19) on consumers and stakeholders
  • 24:39 – How COVID-19 will change how brands prepare for the unpredictable in the future
  • 29:36 – How Patrón Tequila’s marketing mix has evolved
  • 33:19 – What social has taught Adrian about marketing
  • 37:57 – How Adrian deploys his social media team

Quotes From This Episode:

“Being a leader is about preparing an adaptive, flexible team of professionals who are entrusted and enabled with the ability to build plans in real time” – @adriandparker
As a leader, I feel an obligation to prepare my team for the unpredictable. Share on X


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