Marketing Manager Aperitifs - Asia Partnership Markets

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 22 plants worldwide and has its own distribution network in 22 countries, and employs approximately 4,000 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.

Key Activities & Responsibilities

Brand Strategy and Planning:

• Aperitives portfolio is in the MUST WIN BATTLE of the Group and one of the MUST WIN BATTLE of APAC Region – the person has to lead the strategic approach and, according to that, positively influence the NS of the full portfolio.
• Lead the strategic approach of the full region, identifying key countries and key priorities in term of mix, brands and countries
• Manage the A&P budget (more that 50% of A&P budget is concentrated in the category) in term of allocation within the brand portfolio and within the key activities for the brands (Marketing and CCM)
• Drive growth of Aperol according to the ‘Aperol Spritz’ successful business model and executing the approach across all markets, with a clear focus on key cities in Singapore, Indonesia, Thailand, Hong Kong, Vietnam and Philippines.
• Be responsible, for coordinating the Aperol Activation Manager, both developing and implementing brand strategies and annual plans for the assigned categories / brands according to the Regional guidelines, guiding and influencing the distributor marketing/ccm/ sales teams
• Liaises with Global Strategic Marketing to acknowledge and apply global guidelines for the assigned brands (e.g. global positioning, global communication platform, new products developments / new packaging / line extensions)
• Supports Global Strategic Marketing in New Product Development projects key for the region, ensuring full commitment of in market commercial teams. He / she is responsible for Fast Track for the full region.

Plan Execution:

• Develop and execute Regional and country Brand Plans, together with both CCM and Commercial Teams
• Collaborate with local distributors, applying the ‘Aperol Spritz’ model in On and Off trade, developing Campari in the mixology world (focus on Negroni)
• Lead, together with CCM Team, the execution of Key activities in On trade (more than 2.500 outlets involved) and the execution of Aperol Spritz District Activation and Music Festival Collaboration
• Develop regional marketing toolkits through a comprehensive brand building approach (annual brand plan), based on market and consumer needs, as well as, local toolkits, in collaboration with third party distributors
• Lead the development & execution of world class digital, influencer, ecommerce & experiential programmes
• Drives development and execution of limited editions, promotions (e.g. Value Added Pack) and POS material from concept design to market execution, liaising with Global Strategic Marketing, external agencies, Commercial team and Logistics & Customer Service;
• Develops training materials and instructs both distributors and point of sales staff on key brand attributes and promotional execution (Selling story and picture of success)
• Coordinates a Brand Activation Manager and works closely with Commercial Managers and distributor Marketing and CCM teams, to plan and execute the defined Marketing Plan for assigned Categories / Brands through a 360° activation: ATL and BTL activities in the different channels (on Trade, off trade, e-commerce)
• Coordinates the Region with a clear and coherent approach on Aperol and Campari

Brand Diagnosis and Assessment

• Oversees the profitability and performance of the brands
• Contributes to forecasting sales volumes, net sales value, market share and profit for the business
• Is responsible for central A&P; guides third party distributors on how to invest local A&P in order to build brands according to the defined brand objectives
• Monitors the competitive landscape in the categories and develops strategies which exploit in-market opportunities
• Initiates market research studies (where required) and analyses their findings, cascading the latter into brand plans

The portfolio includes: Aperol, Campari, Cinzano Sparkling Wines, Cinzano Vermouths, Del Professore, Averna, Braulio, Cynar, Frangelico, Aperol Spritz RTE, Campari Soda, Crodino

Key Relationships

• Internal: Marketing & CCM Director, Commercial Managers, Marketing Managers, CCM On and Off + eCommerce Manager, Global Strategic Marketing team and Global CCM Team, Sales Support team, Global Brand PR, Media Planning, Consumer Insights & Research, Legal, Innovation Team and Procurement.
• External: Distribution Partners Commercial & Marketing Teams, Advertising, Media, Digital, CRM & Market Research Agencies

Summary of Experience & Education

• Minimum a 7-10 year experience of brand marketing
• Aperitifs experience is a must have
• CCM experience is a strong plus
• Digital marketing expertise is a plus
• Premium brands development in a structured multinational context (incl. being exposed to different marketing roles: global / regional / local / trade marketing etc…)
• University degree

Required Skills & Traits:

• Brand Management with experience in ATL (digital & pr/influencer is a must) and BTL (experiential, pos activation)
• Trade Marketing Capabilities in on and off trade channels
• Ability to deal with ambiguity
• Consumer understanding and Market research techniques
• Brand profitability & financials acumen
• Master of social media & the ever changing digital landscape (including ecommerce)
• Pragmatic/hands on approach/proactive
• Strong interpersonal, communication and influencing skills
• International mindset and familiar with cross-cultural issues
• Can do approach!!
• Passionate about Spirits industry
• Strategic mindset, yet actionable approach
• Ability to work autonomously and to effectively manage priorities
• Excel in execution with attention to details
• Consumer and results oriented
• Strong presentation skills
• Good project management skills
• Strong team-player
• Flexible, but firm when necessary
• International mindset and familiar with cross-cultural issues

Additional Requirements:

Ability to travel as required (min 40% of the time)