Brand Marketing Director

ABOUT THE GROUP

From a small store in Turin to a large, internationally recognized group: we are present in 90 countries around the world, with over 4,000 employees and 30 companies, managed directly and indirectly by the Luigi Lavazza Spa parent company, which distribute and market our products and coffee machines. In addition to Lavazza, the following brands are also part of our Group: Carte Noire, Merrild, Kicking Horse, Eraclea and Whittington tea.

Joining Lavazza means doing business with passion, knowing that the impact of our work goes beyond the quality of the production chain. We are a big family and we are constantly looking for new talents who share our values and can enrich our team.  We combine competitiveness with social and environmental responsibility as we create superior quality products available for consumption both at home and out of home, and distributed through all channels: Retail, Foodservice, Office Coffee Service (OCS), and Vending. Our strong, diversified presence enables us to offer consumers and clients perfectly suited solutions, for any occasion and time of day.

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OVERVIEW

The Brand Marketing Director is responsible for Lavazza brand positioning, visibility, and relevance with the target consumer across North America, as well as Kicking Horse strategy and execution in the US. The Brand Director owns key relationships with HQ Brand, Content, Media, and Activation teams and directs the local Brand, PR and Activation teams to build and execute annual marketing plans that grow brand awareness, relevance and consideration leveraging and adapting the global positioning. This function is ultimately responsible for all core ATL marketing functions from content strategy to paid, owned, and earned media. 

RESPONSIBILITIES

• Responsible for understanding current coffee business and consumer trends, brand performance, competitive landscape, and consumer insights aimed at identifying Lavazza (both for USA and Canada) and Kicking Horse (for USA) target consumer.
• Responsible for building a consistent brand strategy to increase brand awareness, relevance, and consideration both for Lavazza in NA and Kicking Horse in Canada.
• Guarantee compliance between all online/offline channel execution to Lavazza/Kicking Horse brand identity, defining clear and consistent brand management activation guidelines.
• Own Lavazza brand positioning across channels, supporting trade functions (eCommerce, Food Service, Retail).
• Partner with Lavazza HQ team to develop content strategy and execute across channels.
• Responsible for media strategy setup (all media channels) and supervision over execution - media strategy setup, agency brief, campaign execution monitoring, tactical solution and change over the time. 
• Oversee PR and events team and strategy.
• Owner of local agency relationships, planning, and development of scope, and SOW.
• Direct responsibility of Brand marketing (full ATL) budget: forecast, “actuals monitoring”, tracking and tactical variations.
• Interact with Lavazza HQ counterparts related to sharing North American results, evidence, and insights. 
• Define and present the annual Marketing Plan related to Brand management to Lavazza Group CMO and his first reports.
• Direct responsibility over a team with different background and seniority levels: coaching, training and development support.

PROFESSIONAL QUALIFICATIONS

• BA required, MBA preferred
• 10+ years Brand/Marketing or related experience
• 5+ years of people management
• Familiarity with setup of consumer & shopper research, interacting with agencies and managing main research tools
• Ability understand and manipulate syndicated data such as Nielsen, Numerator, IRI, etc.
• Familiarity in working within international contexts
• Experience in dealing with sales teams & channel customers
• Previous experiences within coffee industry is a plus
• Strong communication skills
• Strong proficiency in PPT, Excel

TRAVEL REQUIREMENTS

• Ability to travel as needed up to 40% of time 

BENEFITS/PERKS

• Competitive Medical, Vision, Dental Benefits 
• 401K Package 
• Employee Assistance Program 
• Onsite Cafeteria and Gym (West Chester location)
• Hybrid Work Schedule 
• Ability to be barista certified
• Monthly Lunches provided by Lavazza
• Tuition Reimbursement
• Performance Development Plans 
• Employee Discounts 
• Flexible business casual dress code - jean friendly! 
• Free coffee, anytime!

 
Lavazza is an equal opportunity employer that is committed to diversity and inclusion in the workplace. Lavazza prohibits discrimination and harassment of any type and affords equal employment opportunities without regard to race, color, religion, sex, sexual orientation, gender identity or expression, pregnancy, age, national origin, disability status, genetic information, protected veteran status, or any other characteristic protected by law.