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Experiential Marketing Manager

Date: May 11, 2023

Location:

New York, NY, US

Additional Location:

Function: Marketing

Seniority Level: Mid-Senior level

Employement type: Permanent

Workplace Type: Hybrid

Company: Campari America LLC

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.

The expected base salary for this position ranges from $129,800 - $162,250. 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 Manager, Trade Events & Experiential will be responsible for management, execution, and oversight of Campari America\'s marquee trade festivals and programming activity. This role will collaborate the Channel and Customer Marketing (CCM) team to execute trade experiential strategies that drive cultural relevance and build brand affinity for Campari America\'s portfolio of brands.

Working closely with the Senior Manager, the Manager is responsible for developing quality programs/events that will be most effective in reaching our key trade audience target with the goal to drive improved brand health metrics, sampling and education, and key commercial metrics such as distribution. This role will be responsible for proactively building programming that is tailored to the target demographic to help establish the brands in audiences\' consideration sets through unique experiences.

The position will help oversee external agencies to ensure programs are on-time, properly activated (brand, market, audience, channel, account, timing), executed with excellence and appropriately tracked for ROI measurement. The Manager will be responsible for oversight of all aspects of Campari America trade events, ensuring brand presence is best-in-class and consistent with brand objectives, strategy, and visual identity, in collaboration with the Senior Manager, Brand Marketing, and Customer and Channel Marketing teams.

This person should be an experienced event marketer with a proven track record of planning and executing events in a variety of formats including sponsorships, trade shows and large-scale programming. The ideal candidate will have strong project management skills, be an effective cross-functional collaborator, have a keen eye for detail, and be passionate about events and hospitality.

Mission/Objectives

The Experiential Team provides organizational capabilities and expertise with the goal of driving portfolio growth and advocacy through vibrant, unique, and sustainable experiences that bring Campari America\'s brands to life for consumers and trade. The Manager, Trade Events & Experiential will have a keen focus on all experiential activity and programming specific to bartenders and the hospitality community to support the Group\'s position as an industry leader within trade engagement and advocacy.

Key Responsibilities and Activities

Strategy & Planning

• Works with Senior Manager to deliver a diverse range of events and/or programming within the trade engagement space that align with overarching business goals and objectives in support of Campari America priority brands
• Works with Senior Manager to liaise with Brand, PR, Digital, CCM, and Academy teams to deliver fully integrated experiential plans that will support each brand\'s overall strategy and objectives

• Ensure that experiential is integrated into other marketing levers (e.g. e-comm, data-capture, paid media, influencers) where appropriate
• Contributes to the annual planning process by collaborating with Brand and CCM to provide necessary inputs integral to building a shared marketing plan
• Supports Senior Manager with relationship management of existing key external stakeholders to establish or maintain sponsorships, negotiate deliverables, and ensure high quality execution
• Manages and collaborates with diverse range of partner agencies to ensure high quality execution
• Works with Senior Manager to ensure Campari brands are showing up well at bartender-focused events, are operating compliantly, and securing the best ROI as it relates to event costs.
• Supports Senior Manager in management of Trade outreach calendar of events for the year, as developed in collaboration with the CCM/Trade Engagement team, to ensure strategic reach and the quality execution of the activation plan
• Provides ad hoc support for Consumer events

Event & Program Management

• Plans, manages, and has executional oversight of trade events from original idea to execution and recapping in strong collaboration and alignment with CCM
• Leads end-to-end planning for all events by setting, communicating, and maintaining timelines and clear priorities on all events and/or programs
• Manages cross-functional communication with internal stakeholders including Brand, CCM, Sales, Legal

Reporting, Budget & Metrics

• Manages a comprehensive events budget across all necessary trade programs and festival activations
• Monitors the event/activation budgets, ensuring in-budget activation planning and proactively raising issues/concerns to Senior Manager if forecasts exceed budget
• Provides post-event recaps to include event analysis, feedback, and recommendations that can be incorporated into future event plans for continuous improvement
• Acts as an internal expert in experiential marketing with an eye for competitive activity and emerging trends as it relates to trade activity

Key Relationships

Internal:

• Brand Marketing Teams
• Digital Marketing Team
• Communications & Cultural Partnership Team
• CCM Managers
• Trade Advocacy Lead
• Brand Ambassadors
• Field Marketing Managers

External:

• Agency Partners
• Bartenders
• Existing and prospective brand partner properties

Experience Required

• 3-5 years of relevant experience including but not limited to marketing, event production, or operations
• Experience in alcohol beverage preferred
• Agency experience preferred but not required
• Skilled in project management and time management
• Exceptional written and verbal communication skills
• Ability to cultivate relationships with internal and external stakeholders
• Excellent organizational skills and ability to problem solve
• Creative thinker with love for spirits and hospitality a plus
• Ability to work with accuracy and to anticipate and/or resolve issues.
• Ability to work in a fast-paced environment and easily adapt to changing priorities.

Education / Professional Qualifications

• 4-year college degree in Business Administration, Marketing, Communications, or Hospitality

Skills

Functional

• Demonstrated experience managing development planning and execution of large scale events or experiential programs required
• Understand basic budget principles; previous management of budget responsibility strongly preferred
• Active user of social media with a demonstrated knowledge of how to leverage across a branded portfolio
• Must be knowledgeable of on-premise trade trends and industry influencers
• Relationships with existing bartender influencers and key on premise gatekeepers in multiple markets preferred but not required
• Existing knowledge of and experience working or managing spirits industry events and activities preferred but not required
• Ability to forge relationships with bar community
• Extremely thorough and detail oriented, with excellent oral and written communication skills and a hyper-focus on accuracy
• Proactive communicator with strong grasp of verbal and written communication styles and can relay pertinent information in timely manner to Senior Manager and internal or external collaborators accordingly
• Must be a self-starter and comfortable working with remote teams (internal and external)
• Sense of urgency and sound judgment - knowing when to escalate issues to Senior Manager and not afraid to ask questions to help resolve issues.
• Good demeanor and the ability to work cooperatively and courteously with various teams and players internal and external
• Anticipates needs and acts accordingly/quickly
• Strong grasp of Brand visual identity / guidelines, ensuring consistency across all touchpoints
• Ability to trouble-shoot IRT and concisely convey proposed solutions to challenges to Senior Manager

Technical

• Proficient in Microsoft Word, Excel, PowerPoint

Managerial

• Results oriented
• Ability to work both independently and collaboratively with teams across functional lines
• Innovative problem solver
• Keen awareness of customer/consumer implications for work

Other

Essential Job Functions

• Ability to travel 30-40% of the time
• Must be available to work night events and weekends, as needed.
• Hands-on management of events to include ability to directly assist in event set-up, as needed
• Make verbal and written presentations using standard office applications and software
• Lift up to 35 lbs

Our commitment to Diversity & Inclusion:

At Campari Group we believe in building more value together, thus we see diversity in all forms as a source of enrichment. Our employment policies and practices ensure that we are committed to providing equal employment opportunities in all aspects of employment without regard to any individual\'s race, religion, creed, color, national origin, ancestry, physical disability, mental disability, medical condition, genetic information, marital status, sex, sexual orientation, gender identity or characteristics or expression, political affiliation or activity, age, veteran status, citizenship, or any other characteristic protected by law.

Note to applicants:

Your application will be assessed based on your abilities, expertise, general knowledge and experience, not because of any confidential, proprietary or trade secret information you may possess. You must not disclose to Campari Group any such information. In the event that you are asked a question that cannot be answered without disclosure of any confidential, proprietary or trade secret information (including from a current or prior employer or their vendors or customers), you must decline to answer the question.

Notice to third party agencies:

Please note that we do not accept unsolicited resumes from recruiters or employment agencies. In the absence of a signed Recruitment Services Agreement, we will not consider, or agree to, payment of any referral compensation or recruiter fee. In the event that a recruiter or agency submits a resume or candidate without a previously signed agreement, we explicitly reserve the right to pursue and hire those candidate(s) without any financial obligation to the recruiter or agency

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