Vice President; Brand Marketing, Hennessy

  • Company: Moët Hennessy USA
  • Country / Region : United States
  • Business group: Wines & Spirits
  • Contract type: Permanent Job
  • Function: Marketing
  • Experience required: Minimum 10 years
  • Reference No.: MHUS00451
  • Date of publication: 2021.01.28

Position

The VP; Brand Marketing, Hennessy leads the development of the Hennessy brand's marketing strategy and oversees the execution of all marketing programming and activations across all markets and channels, in alignment with the Hennessy 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 the evolving Hennessy core consumer, and to develop programming that builds equity and drives profitability. Building internal and external partnerships and analytical processes to ensure that data-driven decision-making is applied to all Hennessy marketing strategies and activations is central to the responsibilities of this role.

Marketing Strategy
  • Develop U.S. Hennessy marketing strategies, in alignment with broader Hennessy Maison strategies and plans, and define marketing priorities and objectives for Hennessy sub-brands
  • Own the development and deployment of the Hennessy Masterbrand portfolio strategy
  • Lead the development and execution of brand programs and activations to achieve volume and profit targets
  • Provide clear strategic marketing direction to the Hennessy Sales and Brand teams and other key stakeholders, and lead the delivery of prioritized brand goals and objectives
  • Lead the annual brand planning process, in collaboration with Strategy and Business Planning, Consumer Engagement, Commercial organization, CC&I, and Consumer Insights teams; and other key stakeholders
  • Ensure the delivery of brand KPIs and all performance metrics, in alignment with brand plans and MHUSA business objectives
  • Collaborate with CC&I team on creative/merchandising development for POS and other marketing support tools

 

Profitability

  • Drive the Hennessy Brand Marketing organization to deliver annual and long-term profit targets
  • Partner with Finance to define, track and deliver brand profit goals                       
  • Steward the A&P deployment strategy for the portfolio, and ensure A&P spend is prioritized against brand objectives
  • Oversee the implementation of optimal pricing strategy, in collaboration with Strategy and Business Planning team, Sales team and the Hennessy Maison to maximize profit and volume growth

Stakeholder Relationships

  • Manage relationships with Strategy and Business Planning, Consumer Engagement, Commercial Team, CC&I Team, Corporate Communications, Finance, Legal, HR, and IT to build and maintain commitments that enable the delivery of brand priorities and objectives
  • Maintain productive relationships with the Hennessy Maison to ensure ongoing alignment and prioritization of U.S. specific objectives
  • Secure Maison agreement on sales, depletions and inventory strategy, as necessary, in collaboration with Strategy and Business Planning team
  • Build and maintain successful relationships with agency business partners, distributors and other third-party stakeholders to continually ensure their commitment to delivering Hennessy brand objectives
  • Participate in and contribute to Maison International Brand Boards, representing U.S. market objectives and priorities

Profile

Leadership

  • Provide strategic leadership and tactical direction to the Hennessy Brand Marketing team, inspiring peak performance and driving optimized results.
  • Oversee recruitment, performance management, training and development for the Hennessy Brand Marketing team
  • Provide marketing thought leadership to the Hennessy organization and key MHUSA / Hennessy Maison stakeholders
  • Foster innovation within the Brand and Commercial teams to build Hennessy salience within the competitive environment
  • Serve as a leader within the organization to strengthen communication and build alignment across all Hennessy stakeholders to deliver brand goals
  • Serve as a member of the Marketing Leadership Team (MLT) and collaborate with other Marketing leaders to set the roadmap for the organization, in compliance with the MHUSA 2030 vision

 

Education

Bachelor's degree required; MBA a plus

 

Professional Experience

  • 12+ years of strong, progressive international and aspirational brand marketing experience
  • Experience in the U.S. wines and spirits 3-tier system preferred

 

Practical/Technical Knowledge

  • Understanding of brand strategy development in a commercial context
  • Strong commercial orientation and a deep understanding of the marketing/sales relationship
  • Strong financial orientation and a deep understanding of levers such as depletions, sales, DOI and P&L management
  • Demonstrated success leading high-performing teams
  • Ability to successfully adapt to a variety of work styles and preferences
  • Demonstrated success influencing cross-functional key stakeholders, including senior leaders
  • Strong presentation skills
  • Strong analytical skills to support data-driven decision making

Additional information

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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