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Global Marketing Manager Aperol
4 mesi fa
Contribute to all stages of the positioning process, under the guidance of the Global Aperitifs Director, to guarantee a proper balance between creative and structured strategic thinking throughout the process; key activities:Selection of key markets (selected among core and potential ones) to provide Brand Equity Map according to Marketing Academy frame and tool and based on common consumer insight approachIdentification of portfolio potential synergies in each market, understanding the most proficient way to insert the Aperitifs brands avoiding any potential cannibalization risksConduct 1to1 meetings btw GSM and BU Share brief with Agency, to better identify alignment and gap items to be filledRun workshop with GSM and selected markets to fine tune and approve a unique brand pyramid top part and essence Support the analysis of the bottom part of the pyramid developed by the Markets, to validate consistency with the Brand essence and upper global part and facilitate further local developments in line with those already elaborated if appropriate. STRATEGIC PLANNING and ANALYSISContribute to the strategic planning process applying approach, framework, and metrics developed by GSM to ensure timely common and appropriate deliverables to local Markets
Develop straightforward OTSM package by relevant Market, leveraging on Brand Reviews as well global consumer insights and market research
Prepare and conduct OTSM workshop in the relevant markets, liaising with Global FP&A and under the supervision of Global Aperitifs DirectorFacilitate the integration of OTSM recommendation into the Strategic Plans elaborated by MarketsMonitor the brand profitability trends and analyse variances versus plansElaborate and propose a category strategy for Aperitifs balancing synergies opportunities with the distinctive equities.NEW PRODUCT DEVELOPMENTContribute to the NPD process, in collaboration with Global Aperitifs Director and the PSC Innovation Project Manager (IPM) in charge of the project, to ensure a strong engagement of (leading) local Market along the innovation process; support key activities such as:
Elaborate the consumer insight briefCheck strategic alignment of the idea with the brand architecture (if Market initiative)Brief Technical Centre and design agency Validate liquid and packaging validationElaborate business case (incl. both financial and strategic/market assumptions and goals/KPI)Track and facilitate respect of the project Gantt, in collaboration of the IPM and including participation to Gruppo Campari Springboard if appropriateIn case of niche/turn key projects whose Project Leadership might be assigned exceptionally to local Marketing, responsible to guarantee equity coherence liaising with the local Market.MARKETING TOOL KIT Deliver to the Markets a broad and rich Marketing Tool Kit on how to execute growth strategy in the market to activate and expand the brand, including straightforward guidelines and initiatives for RTM setting and development, both within the on premise and off trade channelsBrand PR (to be developed in team work with Global PR Manager), Digital and Events approach, guidelines and contents to be developed/adapted locally Additionally, peculiar key activities for Aperol are:Development, strengthening and communication to the markets of the “classic cocktail approach”, ensuring the coherence with the brand equity of each local proposalWork with Category team in order to find the right way to leverage on Italianicity proper balance of synergies opportunities and distinctive equities to avoid cannibalizationSPECIAL PROJECTSSupport all processes related to the Global campaign production, closely working with the Global Apéritifs Director: Follows and coordinates all phases related to the Calendar production (from brief to launch)MARKETING PLANS Facilitate equity coherence check of local Marketing Plans, advertising brief and concept idea Stimulate Local Markets do not start another creative process if any opportunity to leverage on an existing campaign that could fit
with their local requirements/bottom part of the pyramid BRAND COMMUNITY MANAGEMENTEnsure experience sharing through contact points among Markets and between GSM and Markets, including analysis of the Monthly letters received from BU/Markets, selection of initiatives and lesson-learnt, positive as well negative, to nurture Marketing Tool Kit continuous improvement as well as to be shared proactively with Markets potentially interested inProactive participate in the preparation and execution of the Marketing Management Team Meeting and Brand Forums Interface and support Global Consumer Insight Director in developing a unique set of approaches, standards and tools BUDGETContribute to develop the GSM annual budget related to A&P and SG&AFacilitate the approval process providing any info and data requiredManage the budget along the year in line with internal GSM procedure for expenses approval Track actual vs. budget and proactively act to off- set any positive variances in spending , working closely with Global FP&A.Experience RequiredMinimum 10 years of Brand Management experience within the Beverage or Luxury industries, with demonstrated career progression and leadership. Preference for a candidate with experience in building premium/lifestyle brands
Experience in delivering NPD outputs through strong cross-functional teamwork with Supply, Finance, and Lead markets.Highly preferred experience in building lifestyle brandsWe are looking for someone willing to be based in Milan and bilingual in English and Italian.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.
