General Description of the Role
The Marketing & CCM Director is responsible for leading the brand planning process and the consequent channel strategy planning and execution for Campari Group brands in the Asia Partnership Markets (APM). The role plays a vital role to assess and define Must Win Battle priorities to win in Asia, laying clear Where To Play and How To Win choices. The Marketing & CCM Director plays a key role in the APM strategic business plan (SBP) development, driving clarity across the marketing and CCM functions for the mid & long term.
The role will operate as a professional and functional expert, bringing new and innovative approaches to Campari and openly developing knowledge and category leadership capability across Campari Asia Marketing (brand building programs, digital & consumer engagement marketing) and CCM (On & Off Premise channel segments and eCommerce development).
Mission/Objectives
· Lead SPB process for APM
· Drive mid-term/long term planning process for Campari Group within the APM Markets
· Define MWB priorities by brand pillar, define and drive with Marketing team the regional brand programs to focus on, ensuring scalability with distributor markets
· Develop the strategic Channel and Customer strategy for Campari Group in Asia, and support the commercial managers in delivering to the markets.
· Develop “best practice” category vision and growth drivers and define where Campari can play a key role in driving retailer growth.
· Develop and lead category development & shopper insight capability
· Embed channel management within CCM team (On/Off/ecommerce) and develop “best in class” thought leadership in spirits category management in categories where we have the right to win.
· Liaise with APAC’s Advocacy Program Manager on trade training and engagement programs that support the development of Campari Brands.
Key Responsibilities and Activities
Function Leadership & Capability
· Lead the development of marketing brand programs and channel strategy development, with clear objectives and vision for Marketing & CCM teams on how to win with consumers across with an omni channel approach (Digital, On/Off/ecommerce) covering both the Core and Rare portfolio in Asia
· Provide training programs to achieve “best in class” shopper programs and education of category management;
· Provide support to Company transformation and change programs focused on developing new internal capabilities and new ways of selling;
· Manage and monitor expenditure against budgets and category plans
· Lead the CCM team (CCM Head focusing on Off Premise; ecommerce manager; On Premise managers) in the development and delivery of key market strategies and initiatives;
· Oversee the development of team members, ensuring performance & capability requirements are addressed and met in line with business requirements.
Brand Building Leadership
· Develop MWB brand programs at the regional level, working with Marketing team to provide plug & play toolkit to Asia’s Distibutor Markets
· Define MWB priorities by brand pillar, define and drive with Marketing team the development of regional brand programs to focus on, ensuring scalability and execution plan, calendar and A&P budget with distributor markets
· Plan and manage regional marketing and trade marketing budget, focusing on effective allocation by MWB brand and channel priorities
· Lead the Rare/HNWI marketing program developments for Asia, a key region for the Group
Category Management Leadership
· Develop clear strategies and annual plans to support market segment and key account growth in targeted areas aligning to the Campari Strategic Business Plan;
· Develop appropriate brand portfolio line up and go to market strategies across off, on trade and ecommerce
· Work with CCM manager to develop category strategy and shopper programs for relevant retailers
· Develop processes and initiatives that ensure integration and alignment between marketing category plans
· Develop on and off premise trade strategies and provide clear guidelines for distribution, pricing and promotion programs
· Oversee channel execution of all ATL, digital, innovation, media, on-pack and PR (consumer and trade)
· Identify opportunities for development in current channels and propose new channels for improved distribution point coverage/market share improvement, in line with MWB priorities
Experience Required
· Minimum 15 years professional experience preferably within FMCG, consumer focused organizations. Proven track record of Strategic and Innovative thinking, holding senior leadership roles in either Marketing or Category teams. eCommerce experience is a plus
· Tertiary Education, with Bachelors Degree with relevant subject focus essential
· Demonstrated ability to lead cross functional teams, and showcase influencing skills
· People management experience and coaching capability highly regarded
· Liquor industry experience highly regarded
· Experience managing large cross functional commercial projects desirable
Skills
· Team leadership and people management - The ability to inspire team members, coordinate effort, and build a positive work environment
· Strategic leadership - Demonstrating effective stakeholder management and understanding of the broader business context
· Analytical skills - The ability to translate Consumer Trends, Industry, channel, customer, category and brand information into actionable insights for both the Marketing and CCM functions
· Commercial Acumen - demonstrating a clear understanding of Campari's P&L, and ability to apply financial modeling and ROI estimates on proposed iniatives
· Superior communication skills - The ability to translate actionable insights into compeling internal and externeral presentations (written and verbal)
· Superior Cultural Awareness skills – with a focus on Asia, to enable strong collaboration and team work across Asia’s diverse region. Seasoned Asia working experience across markets in Regional Jobs highly regarded
· Project Management - Ability to coordinate and manage a complex project timeline
