Global Marketing Manager Aperol

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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

Contribute 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 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, strengthening and communication to the markets of the “classic cocktail approach”, ensuring the coherence with the brand equity of each local proposal
• Work with Category team in order to find the right way to leverage on Italianicity proper balance of synergies opportunities and distinctive equities to avoid cannibalization

SPECIAL PROJECTS

Support 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 MANAGEMENT

• Ensure 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 in
• Proactive 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

BUDGET

• Contribute to develop the GSM annual budget related to A&P and SG&A
• Facilitate the approval process providing any info and data required
• Manage 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 Required

• Minimum 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 brands

We 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.

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