Red Stripe and its London–based parent company, Diageo, has offered Red Stripe International Marketing Director, Grace Silvera, to the Government of Jamaica to help build and preserve the country’s highly treasured culture in the further enhancement of Brand Jamaica
Ms. Silvera will be seconded to the Government of Jamaica for one year effective January 1, 2010. She will assume the role of Executive Director of the Jamaica Cultural Development Commission (JCDC), a leading cultural agency in the Ministry of Youth, Sports and Culture.
In this role, Ms. Silvera will lend her experience to the promotion of the essence of the collective Jamaican “brand”. Ms. Silvera will not be involved in any matter relating specifically to Red Stripe or other Diageo brands and will not have any involvement in Diageo-related business.
She brings more than 25 years of professional experience in international marketing, public relations, communications, events marketing, customer service and operations management to the post. As International Marketing Director, Ms. Silvera has been the driving force behind the growth of Red Stripe exports.
The Minister of Youth, Sports and Culture, Olivia Grange, said Ms. Silvera’s professional experience made her an ideal candidate to lead the JCDC at this time.
Minister Grange said: “We are renewing our commitment to the arts and culture; and to development of our cultural resources to create new earning opportunities for the people. The JCDC has a very important role to play in my ministry’s development of the cultural industries, and I am happy that Grace will be part of the team next year.”
Ms Silvera will lead the process of strengthening and enhancing the national programmes of the JCDC, talent discovery, development and showcasing in all areas of the arts.
She will also provide support for Ministry initiatives in private-public sector partnerships and major events; engage various agencies in activities for the enhancement of cultural products; support the process to establish the Cultural and Creative Industries Council (CCIC) and assist with strategies to strengthen Brand Jamaica through sports and culture.
Red Stripe's Managing Director, Alan Barnes described the decision as, “a demonstration of the company's long standing commitment to Jamaica”, noting that, “I am confident that Grace will bring to bear the same talents that helped her contribute to the enhancement of Red Stripe as a recognised international brand to the promotion of all Jamaican brands and to the celebration of the term ‘made in Jamaica’ as an indication of quality.” Barnes added that Red Stripe is proud to be able to contribute to the Jamaican economy and welfare in this direct way: “we understand that the good of the country is a key priority. Ms. Silvera will be exclusively dedicated to the public sector during this time,” he concluded.
“I look forward to the challenge of bringing my brand building and international marketing experience to nation building,” Silvera said of her secondment. “Jamaica is a fantastic brand that has emerged out of our rich culture and I’m honoured by this great opportunity to serve my country.”
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Contact:
Dianne Ashton-Smith
Communications Manager
DIAGEO (Jamaica)
Fixed: 514-2120 Mobile: 564-1669 | dianne.ashton-
Oliver Watt
Director of Communications
Ministry of Youth, Sports and Culture
Fixed: 978-0646 Mobile: 564-9198 | owatt@micys.gov.jm
