Sr. Director, Content, Culture and Media

Posizione

Are you ready for a world of possibilities?

You embark on a career journey with the leaders of luxury wines, champagnes, and spirits, within the prestigious LVMH Group. From nature to communities, you’ll craft unforgettable experiences that drive the collective success of our 26 Maisons – each one with a unique heritage and set within the most remarkable terroirs the world has to offer. You enter a world of possibility where career development opportunities across our Maisons, our 5 global regions, and the entire LVMH Group, are unmatched. You join a passionate community of talents that spans four generations and combines a wealth of roles and skillsets from the roots of the vine to the glass and everything in between. You discover our essential relationship with our terroirs, and how we nurture and preserve the soils which are the source of our singular products. Our global Living Soils Living Together program has four key commitments for 2030: regenerating soils, mitigating our climate impact, engaging society, and empowering our people. You will share in our passion for hosting, for art-de-vivre as well as our pride in creating products that celebrate life’s most memorable milestones, while always experienced through measured, responsible tasting.

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. If you want to inspire and be inspired, to craft experiences and experience the best in craftsmanship, this is where you’ll flourish.

 

The Sr. Director, Consumer Experience & Culture (CXC) leads MHUSA’s Consumer Experience & Culture Center of Excellence — a unified, digital-first capability engine serving the full brand portfolio including Whispering Angel, Belvedere, Hennessy, Chandon, the Champagne Maisons, and the whisky portfolio.

This is a builder and practitioner role: the person who establishes the operating model, runs the Newsroom, connects organic content to paid amplification, and advances the consumer data and DTC agenda in a single integrated leadership seat. The Sr. Director consolidates and elevates an existing team — integrating three incoming brand-side digital resources from Hennessy and Champagne as portfolio-wide pool talent — into a CoE organized around three units: (1) Content & Culture, a social-first Newsroom engine with dedicated creator strategy; (2) Consumer Data & Commerce, which unifies CRM, DTC owned digital, and B2C e-commerce; and (3) Media & Amplification, a focused paid and programmatic unit. B2B marketplace and distributor platform functions transition to the Commercial organization.

Reports to the SVP, Strategy & Marketing — Wines & Spirits.

Office/Location: Hybrid 3x a week based out of NYC Office

Responsabilità del ruolo

Positions Key Responsibilities

• CXC CoE — Integration & Operating Model: Assume leadership of the existing Digital RTC & Creative Services team and integrate three incoming digital resources as portfolio-wide CoE pool talent — not brand-assigned headcount. Organize the team into three units (Content & Culture, Consumer Data & Commerce, Media & Amplification), each with clear mandates, brand service agreements, and output cadences. Establish the governance framework that flattens approval cycles, enables a “doer” team culture, and ensures all three units operate in coordinated rhythm. Direct reports: Director, Content & Culture; Director, Consumer Data & Commerce; and Director, Media & Amplification.
• Content & Culture — Newsroom Operating Model: Lead the Content & Culture unit operating as MHUSA’s always-on content engine on a 24–72 hour brief-to-live cycle. Set the strategic vision, establish the brand guardrail frameworks that enable autonomous publishing, and serve as senior brand partner for all Maisons. Ensure the Newsroom integrates creator strategy, entertainment partnership evaluation, and social-first publishing into one coordinated workflow. Own the earned media coordination protocols that keep brand PR agencies — which remain embedded in brand teams — informed by and connected to Newsroom activity without structural centralization of PR. Key protocols: weekly cultural brief distributed to brand teams and PR agencies by the Sr. Manager, Creator & Cultural Strategy; earned media signal feed when Newsroom content significantly outperforms; and brand PR brief routing to agency partners 48 hours before go-live.
• Paid Media & Amplification: Oversee the Media & Amplification unit as a standalone paid and programmatic team reporting to the Sr. Director. Own portfolio-level paid media strategy, Marketing Mix Modeling (MMM) methodology, brand lift study design, and all media agency relationships and JBPs. Serve as the integration point between Newsroom content performance and paid amplification — ensuring the best-performing organic content is identified and boosted in real time. Connect media investment to commercial KPIs at the depletion and velocity level across the portfolio. Challenge agency recommendations with internal MMM data.
• Consumer Data & Commerce — CRM, DTC & B2C E-Commerce: Lead the Consumer Data & Commerce unit across CRM, DTC owned digital, and B2C e-commerce under one operating philosophy: use first-party consumer data to drive more relevant engagement, higher conversion, and measurable revenue. Own first-party data strategy across the portfolio. Ensure CRM capabilities demonstrate measurable revenue contribution and customer lifetime value. The Manager, DTC owns owned digital experience quality, SEO, and conversion optimization — bridging Newsroom content output with owned channel performance. B2B distributor platform management (BBG, Provi, SGWS) transitions to Commercial.

Profilo

• Enterprise Measurement Architecture: Own the measurement framework across all three CXC units: strategic (sales lift, ROI, brand equity, share of voice), tactical (first-fast response, engagement rate, incremental reach, influencer EMV, new customer acquisition, CRM conversion), and operational (CPM, cost-per-action, content velocity, DTC conversion, email performance). Build standardized dashboards and reporting cadences. Embed a test-and-learn culture. Serve as MHUSA’s internal authority on marketing attribution and investment optimization.
• Brand Partnership & Capability Building: Partner with Brand Directors across the full MHUSA portfolio to integrate CXC capabilities into annual brand planning and A&P allocation. Build digital, social, and consumer data literacy across the broader marketing organization — ensuring capability grows beyond the CoE team over time. Maintain a flexible, agile service model that evolves with the portfolio’s needs and the digital landscape. Perform other duties as assigned.

 

Professional Experience: 15+ years of progressive experience across digital marketing, social content, paid media, and consumer data disciplines, with significant multi-team leadership responsibility.

• Experience building or running a content team in an always-on, fast-publish model—social studio, newsroom, or equivalent—is a core requirement, not a preference.
• Demonstrated experience integrating teams and building CoE capability in a multi-brand or portfolio environment.
• Proven ability to connect content, creator strategy, paid media, CRM, and DTC into a coherent consumer engagement and commercial strategy.
• Experience managing significant media budgets and complex agency ecosystems.
• Background in luxury consumer goods, spirits, or CPG preferred.
• Comfortable operating as both a senior strategic leader and a hands-on practitioner.
• Career trajectory that shows clear progression toward VP-level enterprise leadership.

 

Ulteriori informazioni

Practical / Technical Knowledge:

• Deep, personal platform fluency across Instagram, TikTok, YouTube, and emerging social channels—not reported through a team or agency but directly experienced.
• Strong command of social-first content strategy, creator and influencer program management, and editorial guardrail design.
• Solid understanding of paid media planning, buying, and programmatic ecosystems including MMM and brand lift methodology.
• Proficiency with CRM platforms (Salesforce, Braze, Klaviyo, or equivalent) and marketing automation.
• Familiarity with DTC site management, SEO, and conversion optimization.
• Experience with analytics, social listening, attribution modeling, and multi-tier measurement frameworks including EMV and incrementality testing.
• Working knowledge of MarTech stack architecture and first-party data strategy.
• Experience with AI-powered content and optimization tools.
• Understanding of the U.S. three-tier distribution system a plus.

Competencies:

• Builder and integrator mindset — energized by establishing operating models and uniting teams around a shared purpose.
• Authentically culturally fluent with a genuine bias for speed and content relevance.
• Strong editorial instinct: knows what to publish, on which platform, and why, without needing committee validation.
• Highly collaborative with strong influence skills across Maison and LVMH stakeholders.
• Comfortable holding governance authority while operating with a flat, agile team structure.
• Exceptional communicator and storyteller at the senior leadership level.
• Strong analytical orientation — translates data into investment decisions and portfolio strategy.
• Proven people leader who develops talent and builds organizational capability beyond the immediate team.
• Highly organized, able to manage competing brand priorities and multiple workstreams simultaneously.
• Demonstrates the executive presence and enterprise thinking consistent with a defined VP growth path.

Health and Wellness: medical, dental, vision, mental health support resources, fertility and family building programs. Financial Benefits: competitive salary, retirement savings plan (e.g., 401(k) with company match), financial coaching, legal resources, commuter benefits, pet, renter, home and auto group rates, life insurance and disability coverage. Work-Life Balance: hybrid work schedule, generous paid time off (PTO) policy, including vacation, sick leave, personal and wellness days and paid parental leave. Professional Development: opportunities for training and continuing education, tuition reimbursement. Employee Perks: Plum Benefits and Perkspot. 

 

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.

 

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