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Sr. eCommerce Manager

Date:  Jun 10, 2021
Location: 

New York, US

Company:  Campari America LLC

Campari Group is a major player in the global spirits industry, with a portfolio of over 50 premium and super premium brands, spreading across Global, Regional and Local priorities. Global Priorities, the Group’s key focus, include Aperol, Appleton Estate, Campari, SKYY, Wild Turkey and Grand Marnier. The Group was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry. It has a global distribution reach, trading in over 190 nations around the world with leading positions in Europe and the Americas. The Group’s growth strategy aims to combine organic growth through strong brand building and external growth via selective acquisitions of brands and businesses. Headquartered in Milan, Italy, Campari Group owns 18 plants worldwide and has its own distribution network in 20 countries, and employs approximately 4,000 people.

 

General Description of the Role 

 

The Senior eCommerce Manager is responsible for leading the eCommerce strategy for Campari America, delivering profitable value and share growth, and building a strong digital shelf at scale. The position will work directly with Brand Marketing, National Accounts, Sales, and Channel & Customer Marketing (CCM) teams to ensure the online programs are in line with Brand and Ecommerce channel Strategy. 

 

Mission/Objectives  

 

This role is instrumental to the development and execution of a successful eCommerce strategy for Campari America. The role will enable increased volume, value, and share growth through the development and expansion of effective partnerships and creative/experience deployment online. 

 

Key Responsibilities and Activities 

 

ECOMMERCE STRATEGY DEVELOPMENT & EXECUTION 

 

  • Lead the ongoing evolution and deployment of the eCommerce market strategy, in terms of channels, customer/category prioritization, digital shelf optimization 

  • Define market Ecommerce ambition and target P&L shape 

  • Manage all online activity in relation to traffic acquisition, sales, conversion and a/b testing and reporting 

  • Responsible for digital shelf performance management and improvement 

  • Develop content calendar and oversee partner website uploads and landing pages development 

  • Research market to discover new trends and technologies to improve Campari’s position in the marketplace 

  • Analyze various data sets across partners, channels, media, and first-party in order to deliver data-driven strategies in order to deliver top performance and achieve KPIs 

  • Work with agencies to drive the timely and effective delivery of programs 

  • Analyze market and customer data to develop channel, market, and customer insights for the development of fact-based program development. 

  • Work closely with agencies and distributors to develop sub-channel specific and category development solutions for Digital Shelf 

  • Interact with external stakeholders to conduct regular customer & distributor meetings  

  • Coordinate with the CCM counterparts, to brief on program execution and leverage ideas and resources 

 

CHANNEL GROWTH AND PERFORMANCE MANAGEMENT 

 

  • Assess and develop new partnerships and new business opportunities, white spaces to grow share of voice and profitable sales online 

  • Owner for technical projects like PIM, Webscraping, and eCommerce dashboard 

  • Manage 12+ ecommerce partnerships (market place/on demand, omnichannel, pureplay, national accounts, distributor, B2C, B2B) 

  • Establish measures and objectives to assess program effectiveness and key areas for growth 

  • Using market insights, develop channel investment budget recommendations for future growth 

  • Establish tracking and reporting processes to monitor and correlate activities to sales, ROI, and brand lift metrics  

 

PEOPLE MANAGEMENT & LEADERSHIP 

 

  • Provide expertise and guidance to senior leadership on current eCommerce partners, customers, business development opportunities 

  • Lead and develop Campari’s eCommerce team, including setting e-commerce KPI’s for performance measurement and accountabilities 

  • Manage key external eCommerce partners to ensure they deliver results 

  • Lead and oversee cross-functional engagement of eCommerce education, performance, and content  

 

Key Relationships 

Internal:  Channel & Customer Marketing, US Brand Marketing, National Accounts, Sales and Field Activation Team, Legal, Finance, Global Customer Marketing, Global Digital  

External:  Ecommerce customers & platforms, Agencies, National Accounts, Distributor partner, Media Planning & Buying partners 

 

Experience Required 

  • 5-7+ years’ experience in eCommerce, CPG/Bev Alc Brand Marketing or National Accounts Off-Premise/E-commerce, of which at least 3 years must be in managing the activation of Off-Premise trade programs in the US Market; spirits background experience preferred. 

  • Experience in managing external agencies a plus 

  • Previous experience managing marketing and/or tech teams preferred 

  • Experience developing and overseeing DTC marketing strategies 

  • Understanding and experience in, UX, Google Analytics, Google Data Studio, Data dashboards 

  • Knowledge of digital marketing channels such as SEM, SEO, Social Media, Display, Website management, and affiliate marketing channels, conversion management, sales journey optimization, traffic analysis and reporting tools 

 

Education / Professional Qualifications 

  • Bachelor’s degree in Degree in Business Administration, Marketing, Communication and Media, or equivalent; MBA preferred. 

 

Skills 

 

Functional 

  • Strong program marketing skills with an ability to turn quantitative insights into creative programs that drive profitable growth 

  • A demonstrated capability driving growth through innovative thinking, successfully leading promotional activations   

  • Excellent knowledge of Ecommerce growth triggers    

  • Experience of working with Ecommerce customers 

  • Understanding and experience of Category development online 

  • Excellent written and verbal communication skills 

  • Develop and execute effective, impactful presentations 

 

Technical  

  • Strong in data analytics and data mining, creating fact-based stories to deliver action 

  • P&L management skills 

  • Proficient in Microsoft Office 

  • Excellent project management skills 

  • Experience with social media channels and reporting, as well as social listening tools are a plus 

Managerial  

  • Drive results through collaborative partnerships with Brand Marketing & Sales  

  • Effective ability to organize team and delegate work efficiently to accomplish a common goal 

  • Strong leadership, influencing, conceptual, and creative skills 

Other 

  • Ability to be self-directed; thrives in a dynamic, fast-paced environment and complex organization 

  • Entrepreneurial mindset and autonomy within a collaborative environment 

 

Essential Job Functions  

  • Ability to travel up to 20% of the time. 

  • Communicate regularly by phone, email and in-person meetings with key stakeholders such as field Sales, Agencies, distributors & customers etc. 

At Campari Group we believe in building more value together, thus we see diversity in all forms as a source of enrichment. We do not and will not discriminate in employment and personnel practices on the basis of race, sex or sexual orientation, age, disability, religion, national origin or any other basis prohibited by applicable laws, regulations and ordinances.

To learn more about Campari Group, please visit www.camparigroup.com.
Please enjoy our brands responsibly

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