[CM-773] - Creative Content Manager Martell (m/f/d)

[CM-773] - Creative Content Manager Martell (m/f/d)

16 oct
|
Corby
|
Distrito Federal

16 oct

Corby

Distrito Federal

Job Purpose :



Martell is leader in Mexico w/ 50% market share, yet cognac market lacks dynamism and consumers are now choosing whisky and tequila. In the US, Martell accounts for 2% of the cognac market, and is gaining among AfAm Premium Spirits drinkers, but there is also an opportunity to open up the target to include all Premium Spirits drinkers – especially millennial Latinx males.



Primary objective is to work collaboratively with the markets, with a clear focus on Mexico and the US towards a strategic reset by redefining:



The consumer target, MOC, range focus, channel strategy, asset development plan that will land on consumer facing execution



In a second step, and based on business case,

the CCM will be providing locally relevant content tapping into consumer passion points (incl. local collaboration) and broadcast this content to relevant communities and geographies of North Latam and the US



These 2 steps will allow to build up Martell brand equity and rejuvenate its image to drive recruitment with the right assets to the right targets, MOCs and portfolio.



Hence, key missions will be to:



- Align stakeholders on a strategic reset co-created with the local market teams

- Develop superior creative content for the Drive Market as well as “look-alike” markets

- Enhance consumer centricity fueling creative development with strong local cultural insights

- Ensure global brand consistency with the communication platform, standards & guidelines



Accountabilities :



First step (from beginning to recommendation of business Case, target date May 2021):



Co-create and align brand and market on a strategic rebase : clarify recruitment consumer target, define portfolio strategy with clear roles for each quality (VS, VSOP, Blue Swift), set up long term sustainable pricing strategy.



Second Step: from validation of the business case



- Collect guidelines for creative content development from central Brand Teams in Brand-Co

- Gather requirements from Market Activation Managers (within Brand-Co) and local marketers (within Market-Co) regarding creative content needs and local consumer insights

- Lead lifestyle communication campaign fueled by local culture by developing local creative assets based on global brand strategy and big idea. Those assets can include:



- Local ATL Campaign (all media – on & offline)



- Priority touchpoints



- Strategic Limited editions (i.e. subsequent to lifestyle campaign) and related assets



- Lead secondary assets adaptation with local marketing teams for creation of secondary assets (e.g.: BTL, activation) linked to the communications campaign

- Lead the creative process and manage concept development and relationship with creative agencies and partners (legal & cost control): global agency and/or its local affiliate, local specialist agencies, local contact of global partner or local partners, Studio etc.

- Lead the assets production and is responsible for delivery of assets on time

- Liaise back with Martell Brand Teams to ensure developments are on-brand and on-strategy

- Share content created with Drive market teams and with Market Activation Managers for broadcast

- Is consulted on the brief for product led brand campaign to add key insights and drive market needs

- Participates to the global brand strategy elaboration



Job Posting End Date:



2020-12-30-08:00



Target Hire Date :



2020-10-06-07:00

El anuncio original lo puedes encontrar en Kit Empleo:
https://www.kitempleo.com.mx/empleo/13725512/cm-773-creative-content-manager-martell-d-distrito-federal/?utm_source=html

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