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Senior Trade Marketing Manager

Campari America

Campari America

Marketing & Communications
New York, NY, USA
Posted on Monday, February 5, 2024
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The expected base salary for this position ranges from $154,880 - $193,600. Salary offers are based on a wide range of factors and considerations. In addition to base salary and a generous employee benefits package, employees are eligible to receive a discretionary bonus.

General Description Of The Role

The Sr. Channel & Customer Marketing Manager – RARE US is responsible for the planning, development and execution of trade-specific brand activation programs, trade engagement and advocacy initiatives for on and off premise that drive profitable business growth nationally. This is in support of the mission of accelerating the equity and consumer demand for the luxury brands in the RARE portfolio and stealing market share of the ultra-premium+ segments in the US.

Responsibilities include building the on and off premise channel strategy for the RARE portfolio across the US, developing the strategic sub-channel growth drivers for each of the brands, activation program concepting and development as well as daily management of agencies and marketing partners to ensure programs are executed with excellence - on time, properly activated (market, timing/channel, account, audience) and most importantly, appropriately tracked for ROI.

The position is highly collaborative, working alongside and as an extention of the Core CCM team, with a precise focus on the luxury channels of trade, high touch programs and experience-heavy activation that befits a ultra-premum+ portfolio. The Snr. CCMM – RARE US works with the RARE Brand Marketing partners to ensure alignment with Brand strategy and also RARE Sales to co-build high impact programs and initiatives that address the brand opportunities and challenges in market.

The role also supports the in-market execution of the custom luxury activation programs in the RARE activated geographies (5-6 states), leading a Luxury Account Activation Manager – RARE US (one person). This direct report is focused on driving, executing, tracking, reporting and improving the in-market high-touch luxury activation in collaboration with the RARE Luxury Portfolio Manager sales team in the RARE portfolio key accounts. Also reporting to the Snr. CCMM – RARE US is the RARE Education Concierge team (two people), and this person will align the team, their activities & support tools, with market and brand priorities.

The Snr. CCMM - RARE US is the main CCM contact and expert on the RARE portfolio brands and will effectively coordinate and manage the annual activation calendar in order to meet brand goals. They have a deep understanding of both the on and off premise business, consumer behaviors, occasions, drink strategy and current trends within the channels.

Mission/Objectives

Increase the value contribution of the ultra-premium+ (>$45 per bottle) Campari RARE portfolio within the overall Campari America business, accelerating the growth trajectory of the priority brands in the collection. With a full US strategy focus to reach the right consumer in the right channels of trade, and with the right brand experiences - enabling powerful, high-touch luxury brand activation in the RARE activated markets that will drive consumer desirability and ultimately velocity, in accounts.

Key Responsibilities And Activities

STRATEGIC PLANNING, PROGRAM DEVELOPMENT & ANALYSIS

  • Leads the national BTL strategy development of RARE portfolio of brands, building into the annual brand plans in partnership with RARE marketing team, CORE CCM team and CORE E-comm team.
  • Develops and manages annual activation calendar encompassing all BTL activations, including promotional programs, education, engagement and events
  • Analyzes data to develop channel and market insights to guide program development
  • Partners with brand marketing teams to ensure alignment with strategic consumer, trade targets and KPIs for appropriate sub-channels ensuring full 360 degree execution of plans.
  • Coordinates with relevant resources like CCM Counterparts, Academy, Brand Ambassadors and Field Marketing team to develop new ideas and ensure alignment on program execution at local level
  • Works with agencies to drive the timely and effective delivery and execution of programs
  • Leverages fact-based selling story structure to support field sales sell-in of programs to customers in local markets
  • Regularly reviews program performance and presents findings in order to influence future programming, development of brand plans, channel strategies and “below the line” marketing programs
  • Interacts with sales and conducts regular market visits to keep current on market trends, proactively making program recommendations to optimize opportunities and mitigate threats
  • Owns integration of RARE Education Concierge initiatives into larger programs and ensures markets leverage their support across channels, including off-premise and e-commerce
  • Identifies logical extensions of national programs into scalable, customizable National and Regional Chain Account opportunities

BUDGET & PERFORMANCE MANAGEMENT

  • Establishes measures and objectives to assess program effectiveness including targeted KPIs and efficient execution metrics in field
  • Manages the agency budgets to ensure quality delivery of creative program details
  • Manages the PO and invoicing process for the CCM division.
  • Monitors the RARE CCM budget/s, including budget activation planning and proactively raising issues/concerns if forecasts are over / under budget.
  • Develops local market investment budget recommendations
  • Consistently tracks and reports on activities, in order to correlate to sales and monitor ROI
  • Ensures the regular publication of the following reports as required and monitor the information for any actions needed:
    • Monthly RARE Education Concierge performance reports
    • Activation program completion recap reports
  • Ensures Education Concierge reporting (budget/KPIs) is monitored in order to drive improved decision making/planning in the future
  • Partners with Marketing Director during strat plan process to propose annual RARE CCM A&P for following year to support the aligned commercial plan.

COMMUNICATION PLANNING

  • Ensures the brand strategy and activation program plans are communicated effectively to the Sales and Distibutor teams at key moments ie. Roadshows, AGM’s, local distributor meetings, product launches, training sessions etc.
  • Contributes to integrated and collaborative communication process across Channel & Customer Marketing, Brand Marketing, Academy and Field Sales
  • Proactively builds strong partnerships with RARE and Campari CORE Brand Marketing, CCM, Sales and Field Marketing teams, as well as distributors.

EVENT & PROGRAM MANAGEMENT

  • Collaborates with Events & Experiential Team to ensure the quality development, planning and execution of bartender-focused event activities for marquee service industry members and brand-owned trade programs for the RARE portfolio.
  • Monitors brand strategy application to all trade events and account activations, including development of playbooks, guidelines and tools as appropriate for the field.
  • Work with the Campari Academy to develop and deploy education tools / programs for categories that comprise the luxury RARE portfolio – ie. Champagne, Cognac and Single Malt Scotch Whisky – to educate the entire organization and its partners to sell confidently.
  • Ensures proper outreach/ follow up is in place to continuously engage the trade with the brand.

Job Requirements

  • Ability to travel up to 25% of the time
  • Minimum 60% of monthly non-travel time working in NYC office
  • Potentially some lifting and physical work at events
  • Occasional nights and weekends in the trade or at events
  • English language fluent

Experience Required

  • 5 - 7 years experience in marketing or trade marketing, ideally with prior experience managing the activation of multi-channel trade programs in the US Market; luxury wines or spirits background experience preferred.
  • Experience in managing external agencies
  • Experience in managing people

Education / Professional Qualifications

Bachelor’s degree; MBA in Marketing or Business preferred

Our commitment to Diversity & Inclusion:

At Campari Group we believe in building more value together, thus we see diversity in all forms as a source of enrichment. Our employment policies and practices ensure that we are committed to providing equal employment opportunities in all aspects of employment without regard to any individual’s race, religion, creed, color, national origin, ancestry, physical disability, mental disability, medical condition, genetic information, marital status, sex, sexual orientation, gender identity or characteristics or expression, political affiliation or activity, age, veteran status, citizenship, or any other characteristic protected by law.

Note to applicants:

Your application will be assessed based on your abilities, expertise, general knowledge and experience, not because of any confidential, proprietary or trade secret information you may possess. You must not disclose to Campari Group any such information. In the event that you are asked a question that cannot be answered without disclosure of any confidential, proprietary or trade secret information (including from a current or prior employer or their vendors or customers), you must decline to answer the question.

Notice to third party agencies:

Please refrain from cold-calling or emailing our executive leadership team or the HR community directly. The Talent Acquisition department manages centralized recruiting operations globally, including the selection and management of external suppliers. Currently, our preferred supplier list is at full capacity. To ensure we have your information on file for future consideration, we kindly request that you complete the online form provided here.