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Posted July 14, 2021
Campari Group

Digital Engagement Manager

Campari Group
New York, NY, USA ⚠ [Archived] No Longer Accepting Applicants

General Description of the Role



The mission of this role is to strengthen Campari America's digital presence across channels by fostering consumers' online engagement and consideration while improving the efficacy of digital content deployed along consumer and shopper journeys. This role is instrumental in building a seamless consumer online experience across a connected digital ecosystem, concepting, developing, executing, and testing consumer-facing digital activities, through owned and earned media while collaborating on paid activities.



The Senior Digital Engagement Manager reports to the Digital Marketing Director and works closely with the category Brand Managers, Director, other specialist roles (e.g., Brand PR and Events Manager and Consumer Insights Manager), and the Global Marketing Capabilities team for digital expertise. The Senior Digital Engagement Manager will take on added responsibilities, including support non-Brand digital owned & earned activities (i.e. Corporate / CCM etc..) and align with the Digital Director to lead select areas of the Portfolio Digital Marketing agenda; for example (but not limited to), Social Listening, CRM, SEO…etc.



Key Responsibilities and Activities



Digital Ecosystem Leadership

  • Serve as Brand Team Digital Ecosystem Lead, ensuring seamless digital consumer journey across owned, earned and paid, supporting Media Manager and Brand Managers in development of digital strategy, plans and content; Ownership of all owned and earned digital presence while consulting on media/paid.
  • Own test and learn digital agenda, recommending activities across the category digital ecosystem to advance brand objectives across short, medium, and long term.



Social Media Strategy Management

  • Develop organic social media strategy and steer external agencies on executing agreed plans based on campaigns/activations calendar and budget as agreed on with BMs
  • Measure the success of social media campaigns, setting KPIs / targets, sharing guidance with agencies, monitoring and evaluating campaign results and impact
  • Identify channel hygiene rules/standards for campaign execution, ensuring that these are upheld during the campaign planning and execution phase.
  • Strengthen relationship with consumers and engage with community members via active monitoring of locally owned channels and listening of locally relevant conversations to reply and outreach using the brand accounts, monitoring trends and conversations while supporting PR on advocacy and influencer marketing efforts.
  • Lead Digital advocacy initiatives, collaborating with PR/Influencer/Brand Teams & Agencies
  • Collaborate with Corporate Comms, Group Communication and PR to define the "crisis management" policy and mgmt. of responses/contents on social channels
  • Liaise with the Consumer Insights team to collect reporting and information on trending themes/topics/brands' social and search domains, also vs. competitors
  • Guide the introduction, evolution, and adoption of platforms, technologies, and digital tools aimed at the "engagement" of the consumer
  • Test and Learn tactics, content, and partnership opportunities to deliver objectives and optimize activities
  • Support paid social media strategy and content development to optimize consumer journey experience
  • Support non-brand social media channels (ie. Campari Community, Campari America), collaborating with the CCM team, Corporate Communications Agency…etc. to optimize engagement and learnings as above with brands.



CRM Campaign Strategy & Management

  • Identify and leverage external partners to develop direct marketing campaigns; manage relationships with external partners and vendors supported by the global CRM platform and global CRM guidance from Global Strategic Marketing teams.
  • Develop local CRM strategies & plans. Execute CRM core programs (e.g., loyalty club), define CRM campaigns KPIs and targets, and monitor their effectiveness and impact
  • Partner across business units to understand and communicate how to leverage CRM data to develop new insights and analytics
  • Work cross-functionally with BMs and e-com roles, as well as business partners (e.g., IT, FN, Legal), to maximize data usage and optimize campaigns/marketing activations using data captured; ensure the proper usage of data
  • Lead strategy for data enrichment programs (e.g., demographic, email and phone), optimizing data available for targeted marketing activities aligned with data privacy policies.



SEO Insights and Best Practices

  • Collect local insights to inform global SEO strategy by brand and align with Global/Regional Marketing teams to update global/regional websites
  • Support marketing and PR initiatives to align with SEO best practices to support global/regional/local brand websites



Digital Content Production and Adaptation

  • Coordinate with Global Team to ensure online content production fits local specificities in terms of channel and brands (e.g., Social Media, Website, CRM)
  • Adapt and edit content to make it culturally relevant as needed, monitor content performance on digital channels (e.g., engagement rate, visibility level)
  • Liaise with PR to support advocacy marketing activities' content review (e.g., providing guidelines for advocates' UGC)
  • Champion the use of the Digital Assets Management platform within the marketing team to leverage global assets and upload local assets to improve visibility for all teams working on the same brands



Portfolio Digital Marketing Leadership

  • In partnership with Digital Director, identify select workstreams for Sr. Digital Engagement Manager to own across portfolio. Potential options could include (but are not limited to) Social Listening, Content, CRM, SEO, CCM Digital marketing (social media/CRM)…etc.. to own, lead and liaise with all relevant cross functional stakeholders internally and externally.





Experience Required

  • 5-7+ years of experience in implementing and managing digital marketing campaigns, including social media, CRM campaigns, SEO optimization, and guiding online content production/adaptation
  • Proven experience delivering outstanding results in consumer acquisition and engagement by delivering growth in conversations around the brand and growing an active consumer database, increasing brand advocacy and advocatesRelevant experience in FMCG, with expertise in Spirits/Beverage or e-commerce experience being a strong plus
  • Ability to work in a fast-paced, dynamic team environment



Education / Professional Qualifications

  • Degree in Business Administration, Marketing or Communications
  • Digital Marketing Certifications