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Director of Experiential Marketing

Hennessy

United States

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Job Description

Posted On: September 23, 2015

POSITION


To identify, plan, implement and manage all national consumer promotions, sponsorship's and special events on time and within budget. Owns all live experiential connections with the consumer through lifestyle passion points and brand experiences. Promotion, Sponsorship and Event Development > Develop, propose, gain approval and implement a Hennessy national promotions, sponsorship and special event strategy. > Plan, implement and manage all national consumer promotions sponsorships and special events on time and within agreed budgets. > Set agreed OGSMs (Objectives, Goals, Strategy, Metrics) for all initiatives. > Champion the consumer and always focus on delivering the optimal Hennessy brand experience wherever and whenever possible > Leverage target consumer and trade insights to identify suitable promotion and sponsorship territories that are consumer compelling, in line with brand strategy, can be effectively implemented and are motivational in business-building to trade. > Ensure clarity on opportunity and program objectives identifying those which are brand/equity building in nature with those that are designed to tactically to drive volume and manage stakeholder expectations accordingly. > Seek out and generate creative ideas for national promotion and events aligned with overall brand strategies and Maison guidelines. > Seek out, recommend and on-approval, negotiate suitable national and local sponsorship opportunities. > Own all (non-Hispanic) sponsorship relationships > Propose and ensure all programs are in line with brand and business goals and strategies. > Collaborate and liaise closely with Hennessy Trade Marketing team and Regional BDMs to ensure all activities are flawlessly implemented through MHUSA sales, distributors and on/off premise retailers. Provide all necessary program information for sales tool development. > Plan and direct all national Hennessy sampling (On/Off) programs working with both assigned national sampling agency or agreed other vendors. > Own the regional marketing BDM relationship ensuring close coordination and regular liaison on programs and events. Establish and chair formal monthly calls with all BDMs and Business team. Provide ad hoc support, information guidance as needed. > Ensure regular and ongoing communication to field/BDMs on all programs and events in development. > Monitor program activation and results delivering comprehensive recaps that demonstrate ROI against agreed objectives. > Ensure program or initiative budget is approved through MH USA financial approval guidelines > Implement all aspects of work product/process, from concept to execution > Maintain day-to-day written and verbal communication with marketing brand managers. This includes providing regular updates on all event/pr, obtaining approvals when necessary, issuing budget updates, and discussing additional opportunities. > Maintain on-going communications with brand teams and BDM's to ensure current, comprehensive knowledge promotional strategies > Consult with Multicultural Marketing and Corporate Communications/Media Relations departments to coordinate activities that have publicity potential for brands > Work closely with Communications Director to ensure all special events are able to maximize PR potential with agreed audiences (press, celebrities, trade) > Work closely with Digital Director to ensure all programs and activations are developed with digital KPIs in mind > Work closely with media to ideate and execute added value programming for the brand.


PROFILE


People Management: - Direct and manage the day to day duties of one report. - Motivate and lead direct report to achieve a highly engaged and impassioned individual - Provide in role coaching and development to ensure individual potential is developed - Identify areas requiring development > Monitor and manage T&E budget for self and direct report. Agency Management: > Conduct agency selection processes for agreed programs ensuring clear briefs and/or RFPs are provided. > Manage outside agencies on implementation of brand events; oversee outside agencies to ensure that brands are presented in a manner consistent with individual brand images as directed by Marketing > Review and evaluate agency proposals against strategic and regional brand objectives > Manage the execution of events with regional marketing, sales promotion and advertising agencies as required Profitability: > Create KPIs for promotional events and measure results > Based on results, identify new opportunities and areas for growth


Required Skills

QUALIFICATION, EXPERIENCE & SKILLS REQUIRED:


Education : Undergraduate Degree Languages : English Professional experience & know how : 7 - 10 years event and promotional management experience; a mix of Agency and client side experience is preferred. Experience working with luxury brands or consumer goods. Knowledge of consumer media and publicity techniques required. Strong verbal, written and presentation skills needed. Experience managing agencies and complex event programs required. Highly organized individual who is able to work with limited direction; must be able to set and adjust priorities independently, High level of attention to detail and accuracy, Solid interpersonal and communication skills; must be able to adapt to various work styles, Experience working in partnership with Sales preferred


Moet Hennessy USA, Inc. is an equal opportunity/affirmative action employer. Moet Hennessy USA, Inc. considers candidates without regard to race, color, religion, gender, national origin, age, disability, veteran status, or any other characteristic protected by applicable law.