Manager Consumer Engagement – Prestige, LGD, Ruinart & Krug

Moët Hennessy, the Wines and Spirits Division of LVMH, regroups twenty-five Maisons, many of which have been around for centuries, while others are just starting their journey.

Our vision is to lead the future of luxury Wines and Spirits from nature to communities.

Located in the most prestigious terroirs around the world, we have unique savoir-faire from winemaking to art de vivre, hospitality, and brick-and-clicks retail management to craft exceptional experiences for consumers. For many years, with the ambition to pass on a better world to future generations, we have been committed to the Living Soils Living Together program structured around four key commitments: Regenerating our Soils, Mitigating our Climate Impact, Engaging society, and Empowering our People.

Moët Hennessy is proud to promote a diverse, equitable and inclusive working environment for all. As an employer, Moët Hennessy offers unique journeys throughout its global ecosystem, opportunities to develop new skills and grow professionally.

In partnership with the Director of Consumer Engagement and Brand Leads, as well as the Maisons and the MHUSA Leadership Team, the Manager of Consumer Engagement for La Grande Dame, Ruinart and Krug support in the development and activation of compelling programming that demonstrates the power and distinctiveness of the brands. Through the creation and execution of holistic, integrated, and innovative marketing plans that include promotions, sponsorships and events, the Manager of Consumer Engagement will help to maximize consumer engagement and desirability, driving the achievement of sales targets and profitability while elevating the luxury brand desirability in concert with the MHUSA 2030 Strategy.

Key Accountabilities

Consumer Engagement Strategy & Media Planning:

• In partnership with the Director of Consumer Engagement, Brand Leaders, and the Maisons, help to develop, communicate, and execute consumer engagement strategies to maximize luxury credentials, visibility, and sales.
• Help to implement and manage consumer experiences, including luxury connections with the consumer through lifestyle passion points and brand experiences.
• Work with the Director of Consumer Engagement to provide clear strategic marketing direction to local markets to maximize equity and luxury desirability for the brands, enhancing relevance amongst defined consumer targets.
• Help to build consumer profile for each brand and develop consumer recruitment strategy accordingly to minimize consumer outreach overlap.
• Maximize cultural relevancy for each brand: work with the Director of Consumer Engagement to lead local influencer & cultural partnerships strategy to build brand awareness and desirability through their communities and reach.
• Assist in the implementation and management consumer promotions, sponsorships, and special events, including experiential connections with the consumer through lifestyle passion points and brand experiences.
• Utilize marketing touchpoints (Advertising, Media, Merchandising, Programming, digital) to develop and execute strategies to drive consumer performance.
• Work with the Director of Consumer Engagement to drive and champion innovation and creativity in the most desirable & consumer direct channels especially PCS, Flagship & E-Business Ensure strategies are in line with local priorities as well as with global strategy and the MHUSA 2030 strategy.
• Ensure strategies are in line with local priorities as well as with global strategy and the MHUSA 2030 strategy.
• Track monthly earned media activity to ensure alignment with annual targets and identify opportunities for improvement in partnership with external agencies.
• Work with the Director of Consumer Engagement to develop goals and objectives for brand programming to enhance consumer engagement for local markets, ensuring Budget spend is prioritized against brand missions and relevant growth drivers.
• Work in partnership with the Director of Consumer Engagement and Brand Directors to maximize earned media coverage and consumer engagement at every event.
• Support the influencer strategy, building brand awareness and desirability through their communities and reach
• Lead innovative mix of credential based (wine) and lifestyle (culture, gastronomy etc.) programming to fuel brand desirability
• Ensure all programs and activations are developed with digital KPI’s in mind.
• Manage overhead and T&E and A&P budgets.
  
  

Relationship Management

• Develop and maintain strong, collaborative working relationships with Brand Leads, the Maisons, key stakeholders well as with the MHUSA Leadership Team to build and maintain commitments that enable the delivery of brand priorities and objectives.
• Build and maintain successful relationships with agency business partners, distributors, and other third-party stakeholders to continually ensure their commitment to delivering brand objectives. Conduct annual audit of all agencies to ensure that they match brands needs and deliver against luxury execution and consumer recruitment KPIs.
  
  

Leadership

• Provide strategic leadership, tactical direction, and development support to the direct reports, inspiring peak performance and driving results to optimize impact on brand’s objectives.
• Help to identify and develop key successors and high potentials and help to facilitate cross functional development moves and intra company mobilities.
• Contribute to the growth of creativity and innovation across the Consumer Connections & Investments Team.
• Support the development and evolution of collaborative ways of working
  
  

Qualifications, Experience & Skills Required

Education

Bachelor’s degree required; MBA or Marketing degree preferred

Professional Experience

5-6 years of brand marketing or consumer engagement/client development experience, preferably in the luxury consumer goods or U.S. wines and spirits industries.

Practical/Technical Knowledge

• Strong communications knowledge across earned, paid, and owned touchpoints
• Command of luxury with understanding of both W&S / luxury culinary / art world; strong acumen at creating luxury experiences from conceptualization to execution; Pre-existing network, a plus
• Understanding of brand strategy development in a commercial context
• Strong commercial orientation with a deep understanding of the marketing/sales relationship
• Strong financial orientation and a deep understanding of levers such as depletions, sales, DOI and P&L management
• Demonstrated success influencing cross-functional stakeholders, including senior leaders
• Strong presentation skills
• Strong analytical skills to support data-driven decision making
• Understanding of the U.S. three-tier distribution system, a plus
  
  

External applicants must be currently authorized to work in the United States on a full-time basis.

Moët Hennessy USA, Inc. is an equal opportunity/affirmative action employer. Moët Hennessy USA, Inc. considers candidates without regard to race, color, religion, gender, gender identity, sexual orientation, national origin, age, disability, veteran status, or any other characteristic protected by applicable law.