Channel & Customer Marketing Regional Manager

The CCM Manager reports to the Partnership Market Director and plays a pivotal role in accelerating JWN Partnership Market's ability to build iconic brands at the point of sale through an omnichannel approach to consumers and shoppers within On Trade & Off Trade channel.

Position Overview
The CCM Manager reports to the Partnership Market Director and plays a pivotal role in accelerating JWN Partnership Market's ability to build iconic brands at the point of sale through an omnichannel approach to consumers and shoppers within On Trade & Off Trade channel. The CCM Regional Manager is crucial for achieving the Partnership Market MWB objectives, focusing particularly on the Italian Icons and Premium Spirits Portfolio brands (French Icons and Mexican Gems). This role will lead the following areas in close collaboration with the local distributor team and internal marketing/sales department, by planning and developing:
• Market and country segmentation
• Omnichannel strategy
• Outlet segmentation and perfect store model
• Brand Building Activation and Consumer engagement (BTL)
• Bartender advocacy
• Sell-out acceleration programs
• Sales support/tools development
• Monitoring spending

Mission
Driving profitable growth within the Caribbean and Central America Region by developing and executing a comprehensive Channel & Customer strategy. This involves working closely with internal marketing and sales teams, as well as key Strategic PM Distributors, to ensure a coherent approach and effective deployment of the Campari Portfolio's brand-building efforts in key On-premise and Off-premise environments. This role ensures consistency with global guidelines (GSM & GCCM), brand-building models, and tools, while guiding and inspiring our distributors in the Caribbean and Central America region.

Key Responsibilities & Activities

Strategy and planning
•Identify, together with the Marketing and distributors team, the brand growth priorities for investment, and define guidelines on distribution priorities, formats, and display targets to be agreed upon with distributors.
•Guide and support the distributors' team in developing an annual Channel Plan that aligns with strategic priorities for key brands, with the goal of enhancing brand building, visibility, and consumer/shopper and bartender engagement at the point of sale.
•Actively contribute to strategic business cycles, including GSR, Strategic Plan, Brand Plan, and Distributor Business Plan.
Business development and analytics
•Perform field visits systematically and regularly with Regional Sales Managers and Distributors to gain firsthand insights into various outlets and markets, identifying issues and opportunities.
•Develop outlet segmentation for the ON and OFF trade channels by defining, together with distributors, the drivers for the clusters and evaluating the outlet potential.
•Define Perfect Store standards, including in-store guidelines.
•Set omnichannel targets and KPIs from an omnichannel perspective (On Trade & Off Trade, E-com if required) to be monitored, including scorecard design.

Execution
Develop an activation toolkit with guidelines, inspiration, and ideas to engage bartenders, trade partners, shoppers, and consumers at points of sale/consumption, in line with global CCM guidelines and with support from external agencies and suppliers:
•Consumer engagement and Brand activities (e.g., trial and On Trade Experiential events)
•Guide distributors on criteria for identifying influential outlets and venues for close partnerships and brand-building activities.
•Trade Advocacy & Bartender Engagement platform: coordinate with Campari Academy to develop educational programs and training for bartenders and distributor teams
•Shopper engagement in Off-premises settings
•Shelf visibility and Extra Visibility in Off-premise locations
•POS Material: Create POS material guidelines and manage operational flows related to the Distributor Business Plan.
•External Team Management: manage the our external field Brand Activators Team to ensure effective execution of CCM activities in key strategic markets.
•Collect, analyze, and share best practices across the region.

Budgeting and Monitoring
•Budget Management: Manage and allocate the A&P/DD budget assigned by the PM Director in alignment with strategic goals.
•Budget Monitoring: Monitor and analyse A&P CCM spending across all different levers, to ensure consistency with category/brand challenges and objectives in each market!
•Performance Monitoring: Monitor and analyze performance results and KPI’s, adjust strategies based on periodic reports from Distributor Sales and Marketing Teams, and Regional manager

Key Relationships
Internal: Partnership Market Director, Marketing Manager, Sales Regional Managers, Global Channel & Customer Marketing, Campari Academy Coordinator, Finance,
External: Distributors, BTL Agencies; POS suppliers, External Brand Activator Team

Summary of Experience/other requirements
•Brand Building Experience: Minimum of 6 years in Marketing and Trade Marketing (CCM), with expertise in brand building within the Premium/Casual On-Trade environments.
•Spirits Industry Experience: Relevant experience in the Spirits/Beverage industry, with a strong track record in the Aperitif and Premium Spirits categories, is a strong plus.
•Project Management: Proven experience working cross-functionally on challenging projects, consistently delivering excellent results within tight deadlines.
•Traveling: Willingness to travel extensively across the region, up to 50% of the time.

Education/Professional Qualifications
•University degree in Business Administration or similar field

Other Required Skills & Traits
•Customer Management
•Consumer understanding and Market research literate
•Passionate about Spirits industry
•People Management
•Ability to work autonomously and managing priorities
•Good project management skills
•Strong team-player
•Pragmatic/hands on approach/proactive
•Strong interpersonal, communication and influencing skills
•Fluency in English & Spanish