IN the ever-evolving landscape of marketing and brand management the arrival of Gen Z has brought a transformative shift that challenges legacy brands to adapt or be left behind.

As the brand manager at Red Stripe — overseeing iconic brands like Guinness, Smirnoff, and Johnnie Walker — I’ve learned that the key to success in this new era is the seamless blend of personal and corporate narratives that resonate deeply with this discerning generation.

My journey into brand management wasn’t a traditional one. I grew up in a modest household and was encouraged from a young age to enter beauty pageants. Little did I know that these experiences would later shape my career. I joined several pageants, and at one point close friends mockingly teased that I was a “professional beauty queen”.

However, I saw beyond the title. For me, it wasn’t just a label but a recognition of the potential for new opportunities, personal branding lessons, and open doors. What began as a path to personal empowerment through beauty pageants eventually led to a career as a media personality and brand manager.

One of the valuable lessons I learnt during my time as Miss Jamaica Universe 1997 was the art of positioning oneself and knowing where you want to be in the eyes of the public. This paved the way for a seamless transition into brand management, as my experience in personal branding became a cornerstone for understanding the power of storytelling. I consistently share a lesson with young people, especially women, encouraging them to paint their canvas and tell the story they want to convey through their personal brand. This fusion of individual and corporate narratives sets the stage for success in the Gen Z era.

Today, with the emergence of Gen Z, personal and corporate branding are more interconnected than ever. Gen Z consumers demand authenticity and expect the brands they engage with to reflect their values and social consciousness. Today’s era challenges brand managers to craft narratives which resonate deeply with this socially aware and digitally savvy audience.

I emphasise the importance of aligning the two in a world where personal branding often takes a backseat to corporate endeavours. In fact, my journey has converged with Red Stripe’s legacy. Interestingly, and perhaps serendipitously, I graced the 1998 Red Stripe calendar and was sponsored as Miss Jamaica by the Smirnoff brand on several occasions. It was as though I had long envisioned myself as a part of Red Stripe’s rich heritage.

At Red Stripe I’ve witnessed first-hand how personal and corporate branding can intersect to create something remarkable. Red Stripe isn’t merely a great-tasting beer; it’s a legacy built on strong values and principles. It’s about clarifying what the brand stands for and how it treats its customers and employees. One of the most fascinating aspects of my role is product branding, where storytelling takes centre stage. Product branding is about creating narratives, and it’s a powerful tool in engaging Gen Z. For instance, we’ve added depth to the iconic Guinness brand by sharing the journey of legendary musicians in the reggae/dancehall arena, aligning the brand with greatness. These elements create a strong brand in the eyes of Gen Z.

As we move forward in the Gen Z era it’s crucial to align personal and professional narratives in a way that resonates with this generation. Gen Z consumers demand transparency, social responsibility, and a genuine commitment to improving the world. For Gen Z, these narratives are not just marketing strategies but reflections of a brand’s true commitment to change. To this end, I lend my expertise to the Miss Universe Jamaica organisation where I can share my story with the next generation of women entering the marketplace, particularly those of the Gen Z era. I want to inspire them to challenge the status quo, set high standards, and create narratives that align with the values and causes that Gen Z holds dear, causes which they, like me, can propel into dynamic and purposeful careers. You see, when you tell your story you need to know your values, where you stand, how you want to be remembered, and how you plan to positively impact the world. Your personal brand should seamlessly reflect in the work you do in the corporate space.

In the convergence of personal and product branding I find my passion and purpose. My journey, from pageantry to brand management, underscores the power of self-presentation, storytelling, and dedication to one’s craft. As I continue to shape the legacy of brands like Guinness, Smirnoff, and Johnnie Walker I’m driven by the promise of a brighter future for the next generation of consumers. In this Gen Z era the nexus of personal and corporate narratives is not just a strategic choice, but a necessity. It’s a journey that excites me, and it’s one I wholeheartedly embrace.

Nadine Hylton is brand manager, spirits and Guinness, at Red Stripe.