Caroline Watt: Global Innovation Manager at Pernod Ricard
Caroline Watt is a dynamic and accomplished marketing professional with extensive experience in the spirits industry. As the Global Innovation Manager – Gin Portfolio at Pernod Ricard, she plays a pivotal role in shaping brand strategies, product innovations, and market expansion initiatives. With a strong background in brand management and marketing, Caroline has worked across globally recognized brands, including Absolut, Malibu, Kahlúa, and Havana Club.
Early Life and Education
Academic Background
Caroline Watt pursued her higher education at Newcastle University, where she earned a BSc in Marketing and Management from 2013 to 2017. Her academic journey laid the foundation for her expertise in brand development, marketing strategies, and consumer insights. During her time at Newcastle University, she excelled in subjects such as:
- Global Marketing
- Buyer Behavior and Communications
- Business Enterprise
- Service Operations Strategy and Management
- Management of Creativity, Design, and Innovation
Extracurricular Activities and Leadership Roles
Caroline was actively involved in various extracurricular activities at university, including:
- Peer Mentor at Newcastle University Business School
- Placement Ambassador guiding students in career placements
- Treasurer for the Sailing & Yachting Club, where she managed club finances and secured funding for equipment upgrades
Professional Career
Early Career and Internships
Caroline began her journey in the spirits industry as a Consumer Insights and Marketing Executive Intern at Pernod Ricard UK (2015-2016). During this internship, she managed social media campaigns, organized national competitions, created engaging content, and analyzed consumer insights for brands like Havana Club, Plymouth Gin, and Beefeater Gin.
Brand Management Roles at Pernod Ricard
Assistant Brand Manager – Malibu, Kahlúa & Havana Club (2017-2018)
Caroline quickly rose through the ranks, taking on the role of Assistant Brand Manager for Malibu, Kahlúa, and Havana Club. She contributed significantly to marketing campaigns, product launches, and social media engagement.
Brand Manager – Malibu & Kahlúa UK (2018-2020)
In this role, she played a crucial part in launching The Malibu Games in the UK, featuring immersive brand experiences, live DJs, and interactive consumer engagement activities.
Senior Brand Manager – Absolut UK (2020-2024)
As a Senior Brand Manager for Absolut Vodka UK, Caroline led innovative campaigns, collaborations, and brand activations, including:
- The Other Half Showcase at Saatchi Gallery: A celebration of emerging artists and the fusion of Absolut with the arts.
- Absolut Hunni Launch with Sugababes: A highly successful product launch featuring live music, custom cocktails, and digital marketing initiatives.
- Olly Alexander Collaboration: Supporting changemakers driving positive social impact in the UK.
Global Innovation Manager – Gin Portfolio (2024-Present)
Currently, Caroline serves as the Global Innovation Manager for the Gin Portfolio at Pernod Ricard. In this role, she is responsible for:
- Developing new product innovations within the gin category
- Enhancing consumer experiences through brand storytelling and immersive marketing campaigns
- Identifying emerging trends and positioning Pernod Ricard’s gin brands for success in global markets
Skills and Expertise
Caroline Watt possesses a diverse skill set that has contributed to her remarkable success in the industry. Her expertise includes:
- Brand Management & Strategy: Extensive experience in launching and growing global brands.
- Market Research & Consumer Insights: Strong analytical skills in understanding consumer behavior and market trends.
- Project Management: Proactive approach in executing large-scale brand campaigns and collaborations.
- Digital Marketing & Social Media Engagement: Proven track record in running impactful digital marketing campaigns.
- Leadership & Teamwork: Highly collaborative, with the ability to lead cross-functional teams effectively.
Industry Contributions & Recognitions
Caroline has contributed significantly to the beverage industry through her strategic brand leadership and marketing initiatives. Her work has been recognized in various industry publications and events, highlighting her ability to drive brand growth, innovation, and consumer engagement.
Community Engagement & Volunteering
Beyond her professional achievements, Caroline is passionate about social impact and community service. She has been actively involved with City Harvest London, a non-profit organization addressing food waste and hunger. Her roles include:
- Associate Board Member (2022-2024): Supporting initiatives to distribute surplus food to vulnerable communities.
- Chair of the Associate Board (2024-Present): Leading efforts to expand outreach and create sustainable solutions for food distribution.
Additionally, she has volunteered at Hounslow Community FoodBox since 2015, supporting food distribution to local residents in need.
Certifications & Professional Development
Caroline has continuously enhanced her skills through professional certifications, including:
- Marketing Week Mini MBA in Brand Management (2023)
- Level 2 Award in Wines & Spirits (2019) – Wine & Spirit Education Trust (WSET)
- Level 1 Award in Wines & Spirits (2016) – Wine & Spirit Education Trust (WSET)
Conclusion
Caroline Watt’s journey from a marketing intern to Global Innovation Manager at Pernod Ricard is a testament to her dedication, creativity, and leadership in the spirits industry. With a track record of successful brand campaigns, consumer engagement, and innovative product strategies, she continues to be an influential figure in the global beverage market. As she leads the gin portfolio at Pernod Ricard, her vision and expertise will undoubtedly shape the future of premium spirits worldwide.
