The Campari America Digital Strategy Manager will play a pivotal role in owning the end-to-end digital journey by consumers and bartenders for some of the country’s most loved brands.
The Digital Strategy Manager is responsible for partnering with the brand marketing teams to develop strategies and deliver end-to-end digital experiences across multiple disciplines. The overall ecosystem will include digital assets, owned media, consumer management, product information, e-commerce, analytics, and many other key capabilities.
This position provides in-depth knowledge on technologies and delivery platforms, consumer behavior expertise, and project management skills for the digital components of category driven brand marketing plans. The Digital Strategy Manager acts as a trusted, independent advisor to our brand marketers and regularly reviews agency statements of work and progress against annual brand digital projects. The role also works closely with PR, Experiential, Trade Marketing, Shopper Marketing, and a number of external partners on brand projects.
Digital technologies and channels are always rapidly evolving. The areas of concentration in this role span paid (media buys, paid search, influencer), owned (websites, mobile, apps and email), and earned (Facebook, Instagram, Twitter) media. A key responsibility in the role is to identify and share best practices on center of knowledge as it relates to reaching our constituents through new technologies and emerging digital platforms, including social media.
The role also provides digital agency and supplier management support, including new agency RFP’s, as well as ongoing management assistance for brand teams. The role is responsible for reviewing digital production capabilities, program evaluation effectiveness (monitoring, way-forward recommendations), and other general business criteria, to assure agencies are performing at their highest levels and meeting the goal of Campari America to be an industry leader in digital marketing. This role also assists marketing with annual agency reviews and works with legal on contracts, scopes of work and pricing.
The role is responsible for tracking all projects, actions and improvements through to completion. Initiatives led by the role to further build the knowledge and expertise of internal staff may consist of seminars held in conjunction with our media partners, presentations at annual media days, and joint events with digital technology suppliers.
The Digital Strategy Manager also works closely with Campari America’s Information Technology department. While marketing typically funds brand digital projects, on occasion the role will need to research and present new capability projects into the IT funnel for funding in order to raise the overall digital excellence of the company.
The Digital Strategy Manager has a significant impact on the financial return on brand digital media spends and works under broad direction by having full accountability for own work and project responsibilities.
Reporting into the VP of Engagement & Advocacy, the role will be a driver for the digital function to further enhance a culture of innovation and digitally centered thinking at Campari America.
Number of Direct Reports: 0
Key Internal Contacts:
Brand Marketing Teams, Trade Marketing, Shopper Marketing, Gruppo Campari’s Internal Marketing Education Program, Legal, PR & Experiential Teams, IT Key
Digital Agency Partners
KEY RESPONSIBILITIES & ACTIVITIES:
Acts as a trusted, independent advisor to the brands. Regularly reviews agency scopes of work and progress against plan throughout digital brand projects.
Maintains expertise in rapidly evolving digital technologies and channels including paid, owned and earned media. Responsible for sharing best practices in these areas with brand and agencies.
Leads digital educational initiatives for brands and agencies in conjunction with media and marketing academy. Provides digital agency management and jointly responsible with Group Marketing for global brand development of digital agency rosters.
Responsible for reviewing agency digital production capabilities as well as other general business criteria including researching and executing new agency RFPs. Assists marketing with annual agency reviews and Legal on contracts, scopes of work and pricing.
Tracks all digital projects, actions, and improvements through to completion.
Provides status updates and briefings on digital roadmap initiatives to the marketing leadership team.
Takes responsibility for investigative work to determine requirements, impact on business processes and identifying solutions or reviewing solution proposals in agency scopes of work. Provides program and project management.
Utilizes business experience and skills to assess and advise on technical alternatives that can be implemented for digital programs, marrying up technical capabilities with consumer expectations and brand objectives.
Plans, arranges and controls meetings and workshops that further expand the digital knowledge and expertise of Campari America staff.
Liaises with VP Global Digital Transformation on demand.
Has in depth knowledge of the Distilled Spirits Council of the United States (DISCUS) Marketing Code and serves as the internal person to assure compliance by all digital marketing agencies.
Serves as the compliance office within the marketing department to assure all digital marketing plans follow Gruppo Campari standards and regulations.
Bachelor’s Degree Required (Marketing preferred)
MBA Degree Preferred
5-7 years internet, marketing, digital/technology consulting experience with consumer products focused on crafting digital strategies that drive development of digital experiences and campaigns for brands. Spirits background experience preferred, but not required.
Proven ability to partner closely with cross-functional stakeholders and influence successfully across organizational boundaries.
Strong business judgment with the ability to problem-solve multiple dimensions of complex, business issues while maintaining the ability to work in a fast-paced, constantly evolving team environment.
Exceptional leadership, project management, strategic, analytical and interpersonal skills.
Passion for and understanding of the digital landscape trends and consumer behavior.
Understanding of agency dynamics and ability to manage multiple agencies simultaneously.