The Brand Experiential & Partnerships Manager is responsible for the creation of all experiential activities either virtually or in person for Lamborghini. This role will be responsible for overseeing all brand, corporate, product and media activities across the Americas; championing strategies that influence how an audience perceives our brand and its lifestyle on and off track. This role will be instrumental in supporting the Head of Marketing and Communication roll out marketing plan across the Americas region in collaboration with Automobili Lamborghini SpA teams. Specifically, the role will oversee all tier 1 and tier 2 events and other retail activities for all Lamborghini products, brand, executives and assets (including the Lamborghini Lounge NYC) as well as national other marketing campaigns. Additionally, the role will lead analysis and corporate communication with complementary brands to maintain/grow the Lamborghini partnership portfolio.
The role must bring out-of-the box thinking, challenge the status quo, and be able to contribute at all levels of the organization, ensuring effectiveness and results, and staying within budget. The candidate will need to work across cultures, and with key stakeholders and partners to ensure success including brand marketing/ PR agencies, creative agency, fleet agency, luxury brand partners, dealerships and customers.
Role Responsibilities
Event & Agency Management 40%
Drive retail and marketing programs from conception to completion.
Lead for experiential marketing agency overseeing all agency projects and timelines – spearheading successful execution of all experiential & digital activities
Spearhead project planning with key stakeholders and vendor partners ensuring compliance, budget timelines and adherence to company policy from conception to completion.
Align with the RMMs & retail marketing teams within HQ and ALA, and manage/lead the partner agencies in strategy and oversight for successful execution of activities within budget and achieving all agreed KPIs and targets.
Ensure event production/ operational needs run seamlessly for each platform. Portfolio includes, but is not limited to:
NYC Lounge events
Car launches / auto shows
Accademia – winter and summer
Esperienza track events
Race activities - Pilota, Super Trofeo, GTD assistance
Lifestyle drives
Giro
Monterey Car Week
Institutional events
Dealer events (with RMMs), including pre-sale tours
Internal sessions – Meetings, conferences
Be present on-site at pre-determined events to represent the brand and oversee the program.
Ensure experiential activations align with product messages and brand values, and supports company objectives.
Establish network of key suppliers and partners.
Lamborghini Lounge & Partnerships – 10%
Responsible for the management of the NY Lounge (planning activities, budgeting and costing) while overseeing the Lounge Manager duties.
Oversee all partnership activations and contracts at the Lounge.
Execute marketing plan for NY Lounge creating revenue opportunities and activations.
Activities Calendar, Fleet Management, Reporting & Planning 15%
Responsible for planning, leading, and executing brand marketing and experiential activities.
In partnership with the Head of Marketing and Communication, develop the annual experiential calendar of events (static and dynamic) that offers both brand and retail elements.
Develop KPIs regarding loyalty, leads, and sales and collaborate with CRM manager for data reporting.
Work with HQ to ensure calendars and launch plans are mapped, aligned and up to date.
Assist to consolidate and plan market research requirements.
Oversee the planning, management, and reconciliation of assigned budgets.
Fleet execution 5%
Oversee Fleet in support of ALA projects, entertainment industry partnerships and VIP relationships.
Direct & oversee marketing fleet manager and all fleet movements and coordination across ALA network.
Partnerships & Collaborations 5%
Sponsorship & partnership opportunity procurement and vetting.
Develop strategies and lead efforts in traditional and non-traditional, co-branded, lifestyle partnerships / collaborations that increase leads, prospects, and unique test drives.
Oversee all brand marketing partners and ensure contracts are being met; experiential deliverables are being delivered upon.
Lamborghini Club 5%
Manage relationship with the Lamborghini Club of America to ensure positive results for Lamborghini and its Club members.
Brand Management & Internal/External Relations 15%
In partnership with the Head of Marketing, develop the brand strategy and associated planning efforts.
Oversee the implementation of brand strategy in line with CI/CD standards.
Align with the Area Managers and RMMs to ensure holistic support for dealers.
Maintain oversight of all branded assets and warehousing.
Oversee logistics of fleet management cross country.
Liaise with marketing department at the Factory and in other markets, as needed.
Work with brand marketing, PR manager and fleet management to meet all deadlines and have cohesive marketing approach.
Additional responsibilities 5%
Other ad hoc duties as assigned.
Experience
10+ years
Education
Bachelor’ Degree in Marketing, Business, or Communications
Master’s Degree in Business, Marketing or Communications (desired)
General Skills
Analytical and conceptual thinking – using logic and reason, creative and strategic
Communication skills – interpersonal, presentation and written
Computer savvy – skilled in the use of software
Integration – joining people, processes or systems
Team management skills
Influencing and negotiation skills
Problem solving
Resource management
Self-motivated
Flexibility
Ability to operate in a small, fast-paced organization and perform a variety of tasks to meet the business needs
Strong people skills
Specialized Skills
Events strategy, execution, project management
Experience with agency, project & creative management
Strong organizational skills: details, analytical orientation
Strong understanding of graphic and design principles
Experience with creating and executing formal presentations
Able to lead and direct activities
Proven track record of experiential events marketing, luxury experience preferred
Social Media acumen; strong story-telling and ability to recognize and/or develop innovative ideas.
Excellent oral and written communication skills
Creative, well organized and able to plan, prioritize and multi-task.
Demonstrated success in developing strong working relationships across many layers of an organization and across cultural boundaries
Experience with luxury brands (desired)
Work with employees in a dotted-line/matrix-reporting environment, including the ability to communicate & interact effectively in a cross-functional team environment (desired)
Good communication skills to be able to represent the customer experience area internally and externally (desired)
Demonstrated success in developing strong, working relationships across many layers of an organization & across cultural boundaries (desired)
Demonstrated ability to make decisions, reason, and problem-solve independently (desired)
Demonstrated ability to be proactive and take initiative (desired)
Focuses on Customer Service, demonstrates team orientation, builds and sustains relationships (desired)
Excellent time management skills (desired)
Ability to work cross – culturally; bi-lingual preferred (desired).
Work Flexibility
Extensive traveling both international and US
Travel could be between 60-70%
Flexible work schedule that may require weekends and late nights.
