Brand Manager – RARE US

Date: Feb 16, 2023

Location:New York, NY, US

Additional Location:

Function: Marketing

Seniority Level: Mid-Senior level

Employement type: Permanent

Workplace Type: Hybrid

Company: Campari America LLC

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.

CAMPARI RARE

Launched in 2021, Campari RARE US is a dedicated luxury brand building division headquartered in New York City. With a dedicated team across consumer, customer and channel marketing, as well as sales, the goal of Campari RARE is to unlock the path to growth for ultra-premium + brands in the US market.

Campari RARE leads a portfolio of over 10 brands and high marques, ranging from partially established gems to new-to-the-market propositions. The portfolio includes, but is not limited to, the following: Russell’s Reserve Bourbon, Bisquit & Dubouche Cognac, Champagne Lallier, Mayenda Tequila, The Glen Grant Single Malt Scotch Whisky, The Barons Series Collection, Appleton Estate 21yo Rum, Grand Marnier Grandes Cuvees, Jean-Marc XO Vodka, Braulio, and Del Professore Vermouth.

General Description of the Role

As the Brand Manager (BM) for the RARE US division, you will be an integral part of this entrepreneurial and nimble team, unlocking valuable growth and building the equity for the portfolio of ultra-premium and above brands in the US market. The primary responsibility of this role is building and executing annual plans that deliver on the vision and growth strategy for the priority brands in the division. Areas of the plan that you will manage include, consumer experiential, seeding brands with people of influence, partnerships, and media (paid and owned). You will also work closely with the rest of the cross functional team to influence and bring to life activities such as earned media, creative development, product innovation, trade and distributor engagement as well as point of purchase programs in all channels of sale.

Further to the key responsibilities, you will be close to the commercial and competitive dynamics of the business, source consumer and market-level insights, gather analysis of performance of activities and learnings to improve impact for the future and closely monitoring the brand budgets and P&L. Working collaboratively with cross functional internal teams and multiple agencies, the Brand Manager – RARE US will be a strong collaborator and be experienced in aligning multiple stakeholders. The ideal candidate will understand business and brand building in the luxury category in the US, have a strong consumer culture mindset, be a confident and engaging presenter, as well as have the ability to think strategically on how to break through the noise and build brand affinity with consumers. This is a highly visible role within a core strategic priority of the group, in the most important market around the world.

This Brand Manager role will be based in New York City where we practice a hybrid work model.

To learn more about Campari, visit us at www.camparigroup.com

Responsibilities

Marketing Strategy & Planning

• Collaborate with the Consumer Marketing Lead in the development of the brand growth strategies in the US, tying to the delivery of the global long-term vision for each of the brands.
• Lead the development & execution of annual brand plans for the key priority brands that grow market share, build brand equity and also deliver high value business growth for the company
• Have a deep and current understanding of the luxury consumer and competitive luxury CPG categories, sharing this knowledge and insight with the teams and leveraging insights to further refine and shape the plans for the portfolio
• Working with the global brand leaders, recommend new product ideas for launch in the US
• Work with the cross-functional expertise leads in the team to ensure activity plans are fully integrated across multiple touchpoints, inputting to briefs and helping shape plans as they are presented back. These areas include digital (including e-commerce), creative development, PR & cultural partnerships, customer & channel marketing as well as the sales division

Marketing Activity Execution

• Lead the execution of consumer experiential programs, seeding the brands with people of influence, local partnerships and owned/paid media, in collaboration with the various agencies and partners who support the business and in line with the global brand guidelines and strategy.
• Partner with the rest of the cross functional teams to support the execution of planned digital and social media activities, public relations, point of purchase consumption driving activities, trade engagement and internal brand education among the sales teams.
• Work with external agencies, internal support functions, Global and creative partners to develop and implement advertising and creative content plans.
• Facilitate regular workflow check-ins for projects and initiatives with both agency partners and internal cross functional teams – ensuring effective communication that drives strong results

Business & Activity Performance

• Proactively monitor the brand’s P&L and manage A&P budgets to ensure they deliver to the financial plan.
• Analyze the various sales data sets – such as depletions, scans & e-commerce data – to understand how the business is performing across the US, including sub-channels and accounts.
• Work with Campari America and Global Insights teams to source market data, consumer insights and trends to leverage.
• Gather performance metrics for all 360 programs, analyze vs. KPIs and provide recommendations for future activity. Consolidate this into reports that are then shared with multiple internal and external stakeholders

Requirements

• 5+ years in brand management in Luxury CPG category (spirits/alc-bev preferred but not mandatory)
• Passion for, and keen understanding of, the luxury sector.
• Experienced in building and executing integrated marketing plans across the US, understands the consumer journey for luxury goods purchasing and is digitally-savvy.
• Creative thinker and problem solver.
• Financially astute, the ability to manage budgets accurately and understands the levers of a P&L.
• Strong ability to effectively present and communicate to leadership and cross functional teams, inspiring and engaging others.
• A history of building successful collaborative relationships across multiple functions and teams – both internal and external.
• Can distill insights from consumer, competitive and category data, leveraging them to provide areas of opportunity for the business.
• Thrives in an environment that is demanding & fast-paced, and able to adapt to changing situations.
• MBA preferred but not mandatory; BA/BS required.
• Proficient in PowerPoint, Word, Excel, Data Analysis, Syndicated Data (i.e. Nielsen)
• Ability to travel (30-50%)

The expected base salary for this position ranges from $129,120 – $161,400. Salary offers are based on a wide range of factors and considerations. In addition to base salary and a generous employee benefits package, employees are eligible to receive a discretionary bonus.

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 note that we do not accept unsolicited resumes from recruiters or employment agencies. In the absence of a signed Recruitment Services Agreement, we will not consider, or agree to, payment of any referral compensation or recruiter fee. In the event that a recruiter or agency submits a resume or candidate without a previously signed agreement, we explicitly reserve the right to pursue and hire those candidate(s) without any financial obligation to the recruiter or agency