Global Marketing Manager Aperol

3 settimane fa

Sesto San Giovanni, Italia Campari Group A tempo pieno

Date: Apr 29, 2024- Location: Sesto San Giovanni, Milan, IT- Additional Location:
- Function: Marketing- Seniority Level: Mid-Senior level- Employment type: Permanent- Workplace Type: Hybrid- Company: Davide Campari Milano N.V.**Want to be a crowd-stopper rather than a crowd-pleaser? Become a Camparista**

At this point, you may not know exactly what it takes to be a Camparista, but you have the makings to be one of us. We’re the independent minded and passionate achievers in the spirits industry, innovating the iconic.

Be Part of Our Signature Mix

**General Description of the Role**

Contribute to the development and sharing with the Markets of powerful marketing strategies and tools in support of brand activation and growth in all the core, potential and seeding countries, closely working with the Global Aperitifs Director. The role will be focused on Aperol brand with the aim to enhance the Aperitifs category strategy and related execution by the Markets, balancing synergies opportunities with the distinctive equities.

**Mission/Objectives**

As a key member of the Global Strategic Marketing, you proactively contributes to the activation and expansion of Aperol brand in the Markets. Having a strong knowledge of the brand (features and treatment), you cooperate to the brand positioning, strategic planning, new product and POS development; but also on the marketing tool kit elaboration and continuous improvement, special projects, under the guidance of the Global Aperitifs Director and coordinating all the key players involved (incl. GSM team members, local marketing, other internal stakeholders and third parties) to ensure a successful team working and proper focus on brand profitability target achievement.

**Key Responsibilities and Activities**

**GLOBAL BRAND POSITIONING**

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 approach
- Identification of portfolio potential synergies in each market, understanding the most proficient way to insert the Aperitifs brands avoiding any potential cannibalization risks
- Conduct 1to1 meetings btw GSM and BU
- Share brief with Agency, to better identify alignment and gap items to be filled
- Run 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 ANALYSIS**
- 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 Director
- Facilitate the integration of OTSM recommendation into the Strategic Plans elaborated by Markets
- Monitor the brand profitability trends and analyse variances versus plans
- Elaborate and propose a category strategy for Aperitifs balancing synergies opportunities with the distinctive equities.

**NEW PRODUCT DEVELOPMENT**

Contribute 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 brief
- Check strategic alignment of the idea with the brand architecture (if Market initiative)
- Brief Technical Centre and design agency
- Validate liquid and packaging validation
- Elaborate 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 appropriate

In 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 channels
- Brand 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, strengthen

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