Sr. Channel & Customer Manager - RARE

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The expected base salary for this position ranges from $154,880 - $193,600. 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.

 

General Description of the Role

 

The Sr. Channel & Customer Marketing Manager – RARE US is responsible for the planning, development and execution of trade-specific brand activation programs, trade engagement and advocacy initiatives for on and off premise that drive profitable business growth nationally. This is in support of the mission of accelerating the equity and consumer demand for the luxury brands in the RARE portfolio and stealing market share of the ultra-premium+ segments in the US.

 

Responsibilities include building the on and off premise channel strategy for the RARE portfolio across the US, developing the strategic sub-channel growth drivers for each of the brands, activation program concepting and development as well as daily management of agencies and marketing partners to ensure programs are executed with excellence -  on time, properly activated (market, timing/channel, account, audience) and most importantly, appropriately tracked for ROI.

 

The position is highly collaborative, working alongside and as an extention of the Core CCM team, with a precise focus on the luxury channels of trade, high touch programs and experience-heavy activation that befits a ultra-premum+ portfolio. The Snr. CCMM – RARE US works with the RARE Brand Marketing partners to ensure alignment with Brand strategy and also RARE Sales to co-build high impact programs and initiatives that address the brand opportunities and challenges in market.  

 

The role also supports the in-market execution of the custom luxury activation programs in the RARE activated geographies (5-6 states), leading a Luxury Account Activation Manager – RARE US (one person). This direct report is focused on driving, executing, tracking, reporting and improving the in-market high-touch luxury activation in collaboration with the RARE Luxury Portfolio Manager sales team in the RARE portfolio key accounts. Also reporting to the Snr. CCMM – RARE US is the RARE Education Concierge team (two people), and this person will align the team, their activities & support tools, with market and brand priorities.

 

The Snr. CCMM  - RARE US is the main CCM contact and expert on the RARE portfolio brands and will effectively coordinate and manage the annual activation calendar in order to meet brand goals. They have a deep understanding of both the on and off premise business, consumer behaviors, occasions, drink strategy and current trends within the channels.

 

Mission/Objectives

 

Increase the value contribution of the ultra-premium+ (>$45 per bottle) Campari RARE portfolio within the overall Campari America business, accelerating the growth trajectory of the priority brands in the collection. With a full US strategy focus to reach the right consumer in the right channels of trade, and with the right brand experiences - enabling powerful, high-touch luxury brand activation in the RARE activated markets that will drive consumer desirability and ultimately velocity, in accounts.

 

 

Key Responsibilities and Activities

STRATEGIC PLANNING, PROGRAM DEVELOPMENT & ANALYSIS

• Leads the national BTL strategy development of RARE portfolio of brands, building into the annual brand plans in partnership with RARE marketing team, CORE CCM team and CORE E-comm team.
• Develops and manages annual activation calendar encompassing all BTL activations, including promotional programs, education, engagement and events
• Analyzes data to develop channel and market insights to guide program development
• Partners with brand marketing teams to ensure alignment with strategic consumer, trade targets and KPIs for appropriate sub-channels ensuring full 360 degree execution of plans.
• Coordinates with relevant resources like CCM Counterparts, Academy, Brand Ambassadors and Field Marketing team to develop new ideas and ensure alignment on program execution at local level
• Works with agencies to drive the timely and effective delivery and execution of programs
• Leverages fact-based selling story structure to support field sales sell-in of programs to customers in local markets
• Regularly reviews program