Position

The Brand Manager, Hennessy V.S supports the development of Hennessy V.S marketing strategy and oversees the execution of its marketing programming and activations across all markets and channels in the U.S, 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 Hennessy V.S core consumer – rooted in data-driven decision making, leveraging both business and consumer insights – and to develop programming that builds equity and drives profitability.

Strategic Business Planning:

• Work with Sr. Brand Director and Sr. Brand Manager to develop, create, plan, and execute consumer & shopper driven brand plans that maximize brand equity, revenue and profit for Hennessy V.S in the Us market.
• Develop programs that reach our target along their consumer journey to drive growth and build brand equity.
• Define strategic briefs for creative agencies – based on Regional feedback, market trends, consumer/shopper insights, and brand identity to develop exciting consumer and trade marketing programs.
• Create exciting and compelling presentation and tools to ensure internal and external buy-in.
• KPIs to track and measure program effectiveness, ensure positive ROI.
• Support brand completion of commercial analytics, including monthly reporting and diagnostic assessment of V.S
• Competitive Analysis and Implications: Assist with the development of the Competition Framework by analyzing category performance, opportunities, identifying key consumer targets, innovation opportunities, and activation strategies.

Brand Management & Marketing:

• As the ‘Official Spirit of the NBA’, the Brand Manager will play key role in successfully managing/executing Hennessy’s largest program, the Hennessy x NBA Partnership. Consisting of the development of ‘best in class’ comms, brand assets, elevated execution in On & Off Premise accounts in partnership with Trade Marketing, and support Experiential/PR efforts lead by the Consumer Engagement teams.
• Steward the execution of V.S brand programs, in collaboration with Strategy and Business Planning, Consumer Engagement, Commercial organization, CC&I, and Consumer Insights teams; and other key stakeholders
• Collaborate with the Trade Marketing team to design and develop elevated, luxury Pos materials and brand assets to drive brand strategy and leverage consumer engagement opportunities at the moment of choice.
• Support our CSR efforts to benefit the brand and drive relevancy with consumers.

Profitability

• Partner with Finance to define, track and deliver V.S brand profit goals
• Manage the A&P deployment strategy on V.S, ensuring A&P spend is prioritized against business & brand objectives and managed to budget
• Maintain brand A&P in Map and oversee phasing and pacing, ensuring alignment with all reporting targets throughout the year (Le1, Le2, Landing)
• Support the implementation of optimal allocation, pricing, mix, and channel strategies on V.S, in collaboration with Strategy and Business Planning team, Sales team and the Hennessy Maison to maximize profit and volume growth

Profile

Stakeholder Relationships

• Develop 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
• Build and maintain collaborative relationships with the Hennessy Maison to ensure ongoing alignment and prioritization of U.S. specific objectives
• 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; act as key point of contact for all third-party agencies
• Create strong working relationships with Regional Brand Managers, working in conjunction to deliver programs that meets the needs of their markets within agreed upon timelines
• Establish the V.S Brand Marketing team as a best-in-class, solutions-oriented collaborator within the MH USA organization
• Work closely with V.S.O.P, X.O and Rare Editions Brand Teams, ensuring alignment on portfolio marketing strategy, collaborating across Masterbrand and portfolio programs, and demonstrating a ‘one team’ ethos through communication and collaboration
• Foster innovation within the Brand and Commercial teams to build Hennessy salience within the competitive environment

Education

Bachelor’s degree required; MBA a plus

Professional Experience

• 5-7 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

Additional Information

Practical/Technical Knowledge

• Understanding of brand strategy development in a commercial context
• Strong expertise across all functions within the organization
• Experience managing agencies and third party vendors
• Ability to successfully adapt to a variety of work styles and preferences
• Demonstrated success influencing cross-functional key stakeholders, including senior leaders
• Highly refined communication and presentation skills
• Strong analytical skills to support data-driven decision making
• Proven ability to lead creative strategy, including campaign development and deployment

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.