Director, Brand Marketing - American Whiskey

Moët Hennessy, the Wines and Spirits Division of LVMH, regroups twenty-five Maisons, many of which have been around for centuries, while others are just starting their journey. Our vision is to lead the future of luxury Wines and Spirits from nature to communities.

Located in the most prestigious terroirs around the world, we have unique savoir-faire from winemaking to art de vivre, hospitality, and brick-and-clicks retail management to craft exceptional experiences for consumers. For many years, with the ambition to pass on a better world to future generations, we have been committed to the Living Soils Living Together program structured around four key commitments: Regenerating our Soils, Mitigating our Climate Impact, Engaging society, and Empowering our People.

Moët Hennessy is proud to promote a diverse, equitable and inclusive working environment for all. As an employer, Moët Hennessy offers unique journeys throughout its global ecosystem, opportunities to develop new skills and grow professionally.

The Director, Brand Manager - American Whiskey leads the development of the American Whiskey marketing strategy and oversees the execution of its marketing and commercial programming and activations across all markets and channels in the U.S, in alignment with the Maison brand strategy and the broader MHUSA 2030 Strategy. This role works collaboratively with all key stakeholders to identify and build long-term connections with Whiskey core consumers - rooted in data-driven decision making, a clear pulse on the cultural zeitgeist and leveraging both business and consumer insights and to develop programming that builds equity and drives profitability.

Strategic Business Planning:

• Continuously challenges the status quo of brand building strategies to ensure clear cut through of managed brands in the market and with consumers
• Sets vision for role of and programs executed by the Brand Ambassador team.
• Create exciting and compelling stories and tools to ensure internal and external buy-in.
• With GM Whiskey, proactively reviews and optimizes portfolio architecture to ensure continuous opportunity detection.
• Keeps a finger on the pulse of culture & the competitive environment at all times, demonstrating a firm grasp on the evolving landscape and activity of Super Premium and Luxury spirits brands in the U.S to inform planning and execution.
• With GM Whiskey, establishes and manages pipeline of required consumer, market and other researches to achieve goals, in direct collaboration with Consumer and Business Insights teams.
• Leads the development of the MHUSA American Whiskey marketing and commercial strategies, in partnership with GM Whiskey and Strategy and Planning Director, and in alignment with the total Whiskey portfolio architecture and broader Maison strategies.
• Establishes and ensures delivery of brand KPIs and all performance metrics, in alignment with yearly brand plans, Maison and MHUSA business objectives.

• Develops product expertise and a strong sense of market dynamics through training, market visits, Commercial Team interactions and Ambassador management.

Brand Management & Marketing:

• Fuel On Premise ambitions through collaboration with Brand Ambassadors and development of trade advocacy programming
• Define strategic briefs for creative agencies, anchored on yearly brand plans and commercial feedback loop, market trends, consumer/shopper insights, and brand identity to develop exciting consumer andtrade marketing programs
• Leads the development and execution of integrated brand programs and activations firmly rooted in knowledge of the target audience, consumer insights, and category research, to achieve volume, profit and brand health targets
• Collaborate with the Trade Marketing team to design and develop elevated, luxurious POSM and brand assets to drive brand strategy and leverage consumer engagement opportunities at the moment of choice.
• Oversees the executionof various brand programs, in collaboration with Strategy and Business Planning, Commercial organization, Centers of Excellence for Consumer Engagement and Insights; and other key stakeholders

Profitability Management:

• Support the implementation of optimal allocation, pricing, mix, and channel strategies, in collaboration with Strategy and Business Planning team, Sales team and the Global Maisons to maximize profit and volume growth
• Partner with Finance to define, track, and deliver brand profit goals Manage the A&P deployment strategy, ensuring A&P spend is prioritized against business & brand objectives and managed to budget
• Maintain brand A&P in internal systems and oversees phasing and pacing, ensuring alignment with all reporting targets throughout the year(LE1, LE2, Landing)
• Partner with GM Whiskey and Strategy and Business Planning on management of short-medium-long term profit goals.

Stakeholder Relationships

• Foster innovation within the Brand and Commercial teams to build brand salience within the competitive environment
• Build and maintain successful relationships with agency business partners, distributors and other third-party stakeholders to continually ensure their commitment to delivering brand objectives; act as key point of contact for all third-party agencies
• Create strong working relationships with most relevant Commercial Teams, working in conjunction to deliver programs that meets the needs of their markets within agreed upon timelines
• Build and maintain collaborative relationships with the corresponding Maisons to ensure ongoing alignment and prioritization of U.S. specific objectives
• Develop relationships with with Strategy and Business Planning, Commercial organization, Centers of Excellence for Consumer Engagement and Insights, Corporate Communications, Finance, Legal, HR, and IT to build and maintain commitments that enable the delivery of brand priorities and objectives

Other:

• Approach each project and interactionwith a positive and can-do attitude
• "Roll-up your sleeves” mentality and strategically manages priorities.
• Maintain a flexible and adaptable mindset by continually evaluating, revising and responding with agility to meet rapidly evolving business needs, and perform other functions and duties as assigned
• Ensure on-time delivery of all programs and tools, and sharing of relevant information with key stakeholders

Education
Bachelor’s degree or equivalent work experience

Professional Experience

• 10+ years of progressive marketing experience, preferably in wines/spirits, luxury, or consumer packaged goods brand marketing Experience in the U.S. wines and spirits 3-tier system preferred

Practical/Technical Knowledge

• Understanding of brand strategy development in a commercial context Understanding of commercial and financial levers
• Progressive mindset towards brand building and consumer engagement
• Ability to successfully adapt to a variety of work styles and preferences
• Experience on M&A process and integration of brands into broader portfolio architecture
• Strong expertise across all functions within the organization
• Highly refined communication and presentation skills
• Experience in managing celebrity partnerships, endorsements and joint strategies.
• Experience developing and executing both ATL and BTL programs, including but not limited to media, experiential, PR, drinks strategy, trade advocacy, sampling, retail visibility, etc.
• Proven ability to lead creative strategy, including campaign development and deployment
• Demonstrated success influencing cross-functional key stakeholders, including top management
• Experience identifying, selecting and managing agencies and third party vendors
• Strong analytical skills to support data-driven decision making

Salary ranges from $156K- $195K

External applicants must be currently authorized to work in the United States on a full-time basis.

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