Sr Brand Manager - Mexican Spirits Portfolio
Campari Group today is a major player in the global branded spirits industry, with a portfolio of over 50 premium and super premium brands, marketed and distributed in over 190 markets around the world, with leading positions in Europe and the Americas.
Headquartered in Milan, Italy, Campari Group owns 22 plants worldwide and has its own distribution network in 22 countries, and employs approximately 4,000 people.
Shares of the parent company Davide Campari - Milano N.V. are listed on the Italian Stock Exchange since 2001. Campari Group is today the sixth-largest player worldwide in the premium spirits industry.
General Description Of The Role
As Sr Brand Manager – Mexican Spirits, you will be the driving force behind Campari America’s iconic agave spirits brands and a team of marketing professionals, scaling the portfolio to new heights with strategies that play to win, land the brands authentically in culture to maximize whilst building/accelerating physical availability through the 3-tier-market.
The portfolio is led by the multiple award winning Espolon – a 100% blue weber agave tequila that embodies the spirit of Mexico: a rebel spirit full of music, color, pride and camraderie. Within Espolon’s first 10 years with Campari it grew to be one of the fastest growing premium Tequilas in the US, and at the end of 2022 crossed the 1 million case threshold. Espolon is certainly a success story, but there is a lot more runway for growth leveraging the full marketing mix.
Across our Mexican Gems, Montelobos Mezcal and Ancho Reyes Chili Liqueur are leaders in their respective categories with the potential to further accelerate growing share and brand awareness with robust through-the-line-plans built around newly developed communication platforms.
For Cabo Wabo, this role will build and execute strategic and annual plans that will drive re-consideration of this well-known brand among consumers in the US. Cabo Wabo has unlocked a major new opportunity with a key through-the-line partnership that will help this storied brand reach new heights.
The primary responsibility of this role is to build consumer centric, market-oriented portfolio and brand strategies, collaborating closely with both internal and external parties, driving execution with our sales, field marketing and distributor partners.
You will lead a team across long and short-term planning, including brand initiatives, communication and connection plans, product development, program activations, while owning the total P&L. Working cross functionally across local channel and customer marketing, global, brand houses, distillery teams, and agency partners, the Senior Brand Manager, will align multiple stakeholders on the vision and ensure brilliant execution of plans.
The ideal candidate will have a proven track record leading and scaling brands with multi-million-dollar budgets in the Bev-Alc. and/or CPG industries, landing brands authentically in culture with diverse consumers, fostering an innovation pipeline linked to local strategy, and coaching winning teams. This is a highly visible role on the Campari US team with the ambition of becoming a leading pillar in the organization via best-in-class strategy and execution.
This Sr Brand Manager role will be based in New York City with a flexible work policy requiring employees to work an average of 3 days per week in the office during the rolling month. To learn more about Campari visit us at www.campari.com
Strategy, Activation & Executive
- Leads the implementation of the short and long-term vision for Mexican Spirits portfolio to deliver strategic objectives, KPIs and financial goals.
- Has a deep understanding of the current consumer segments, positioning and targeting, and translates market intelligence into brand and customer activation plans.
- Guides and promotes brand building practices across the organization and champions the portfolio across stakeholders including the leadership team, trade, sales, and distributors and external parties.
- Leads consumer connection plans across the full marketing mix in partnership with internal media, PR/cultural, and digital teams to develop activation plans while optimizing ROI.
- Drives the development of all marketing assets and selling tools in partnership with Sales, Channel & Customer Marketing and RARE team members to ensure cohesive and impactful messaging that will deliver on the strategic objectives.
- Leads quarterly business reviews delivered to the leadership team, driving outcomes and actions to achieve the business goals.
Insights, Analytics & Innovation
- Collaborates with the Strategy, Innovation, and Insights team to discover and capitalize on key growth opportunities in the market, such as, priority market exploration, new consumer unlocks, pricing, distribution opportunities, optimizing our size mix, etc.
- Reviews regular brand performance reports and conducts additional analysis each month to be highly connected with the specific brand challenges and opportunities as they track throughout the year by region. Provides regular updates and recommendations for actions to management and collaborating cross functional teams.
- Leads any brand extension developments, size mix opportunities, and sizing potential.
- Manages all aspects of product development initiatives using Campari’s innovation gate process (i.e., testing, insights, business case modeling, etc.) in partnership with our Global Strategic Marketing team.
Financial
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eads the brand’s P&L, working to build brands with strong equity that will enable increased value delivery over time. MenuLive ChatLast Step!
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- Manages brand financials, including guidance on where and how the brands should be investing based on the overall strat
- egy, driving total efficiencies in the A&P budget and providing analysis on spending vs. plans.
- Proactively manages and analyzes the brand’s P&L including pricing analysis, promotional strategy, SKU management. Top of FormBottom of Form
Omnichannel Communications & Activation
- Leads multiple agencies and the IAT to deliver omnichannel activations across all consumer & customer activities, including digital, earned media, communications, retail, on premise, ecommerce.
- Leads agencies (creative, media buying, experiential social/influencer) and work with internal partners (PR and Digital) to develop and execute integrated and highly impactful communications for the brands, across multiple consumer & customer touchpoints that deliver brand goals.
- Engages and mobilizes sales and distributor partners to drive not only enthusiasm but concrete execution excellence through the line.
Cross-Functional Engagement & Execution
- Works closely with our local Commercial teams and Channel and Customer Marketing to identify opportunities for portfolio or geographic expansion to achieve goals.
- Collaborates with multiple stakeholders including Global Strategic Marketing, Channel & Customer Marketing, Supply Chain and Sales to ensure that brand building activities brought to life remain on strategy.
- Stays close to the marketplace to ensure that commercial efforts are focused on the appropriate areas to grow the brand across through-the-line touchpoints.
Requirements
Requirements
- MBA preferred; BA/BS required.
- 8 + years in progressive brand management roles across CPG and/or Bev-Alc. Industries.
- Demonstrated success leading and coaching direct reports.
- A strong understanding and background in identifying a problem and/or opportunity, landing a consumer insight and building powerful portfolio and brand strategy around it.
- Ability to build collaborative relationships, influence and lead teams cross functionally.
- Accomplished at authentically landing brands in culture at scale.
- Highly capable at presenting and communicating to leadership and cross functional teams.
- Strong analytical skills, problem solving and financial/business understanding.
- An ability to review facts and information and provide sound judgement calls.
- Thrives in an environment that is fast paced and able to adapt to changing situations.
- Highly proficient in PowerPoint, Word, Excel, Data Analysis, Syndicated Research (i.e., Nielsen).
- Previous experience in sales and trade marketing is a plus.
- Passion for spirits industry and a great brand champion.
