Global Senior Brand Manager Non-Alc & Crodino - House of Aperitifs

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 25 plants worldwide and has its own distribution network in 26 countries, and employs approximately 4,700 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.

Mission/Objectives
As a key business manager of the House of Brands – Aperitifs, this role proactively contributes to the strategizing, activation, expansion, and innovation lead of the Non-Alcoholic & Aperitifs portfolio globally, with a critical focus on Crodino as key priority global brand. The role closely collaborates across global markets and at all levels in the organisation.

The SBM leads the strategic thinking and implementation across the full portfolio, managing all stages of the global brand positioning process, market expansion analysis, and innovation expansion, under the guidance of one of the Marketing Director.
Key Responsibilities and Activities

STRATEGIC PLANNING and ANALYSIS

• Lead the annual global strategic planning process in partnership with the Marketing Director, including development of the brand-market level forecast, leveraging a range of internal and syndicated data sources
• Contribute to the brand Long Term Forecast
• Monitor brand profitability and performance trends, analysing variances versus plans.
• Develop and evolve category/brand strategic growth initiatives.
• Work directly with local markets to identify growth opportunities and localisation efforts.
• Develop and deliver marketing toolkits/strategic decks that outline critical strategic execution/growth initiatives to guide local markets (touching on the entire marketing mix).

NEW PRODUCT DEVELOPMENT

• Lead the NPD process, in collaboration with the Marketing Director, relevant stakeholders, and Innovation Project Managers.
• Define innovation opportunities on a global level for the assigned brand.
• Ensure strategic alignment of NPD objectives and concepts with the brand architecture, innovation philosophy, strategies, and brand positioning.
• Provide briefs for packaging, liquid development, and manage these processes with the internal Technical Centre and third-party agencies.
• Validate liquid and packaging, and coordinate consumers/market research plan.
• Work with local markets to assess opportunity and localisation efforts.
• Lead internal innovation process with project manager – including development of business case (incl. both financial as well as strategic/market assumptions and goals/KPI).
• Develop global launch plans and support tools that cater to the marketing mix.
• In case of niche/turnkey projects whose Project Leadership might be assigned exceptionally to local Marketing, responsible to guarantee equity coherence liaising with the local Market.

BRAND CREATIVE DEVELOPMENT and EXECUTION

• Manage critical brand creative campaigns, assets, and toolkits – from ideation to execution and cascade to local teams.
• Daily management and coordination of external agencies & partners – from insights – driven brief delivery to concept idea and assets creation.
• Ensure key market collaboration creatively and logistically throughout the process, considering in-market implementation and localisation (proactively support key markets in local adaptations of creative assets).
• Deliver marketing toolkits to inspire stakeholders and drive consistent implementation.
• Coordinate consumer research plan and key brand funnel metrics monitoring. 

BUDGET

• Lead the budget development of the assigned brand, in partnership with Finance team.
• Monthly assessment of market forecast to consolidate against budget – track actual vs. budget and proactively act to offset any variances in spending, in partnership with Finance team.
• Monitor A&P spending and manage the PO process.
• Identify opportunities for synergies, efficiencies, and cost savings in A&P spending.

Experience & Education

• >7 years cumulative of Business & Brand Management, ideally within the Beverage and/or premium FMCG industries, with demonstrated career progression and leadership.
• Consolidated experience in delivering NPD