Customer Marketing Director

Customer Marketing Director - Moët Hennessy Brands

[Maternity leave coverage]

ABOUT US AND ABOUT YOU

About Charton Hobbs

Charton Hobbs Inc., in addition to being one of the longest standing wine and spirit agencies in Canada, is also one of the largest privately owned national agencies.

A family enterprise, Charton-Hobbs Inc. is dedicated to the advancement of the wine, spirit, and beer markets, through the representation of select producers, including Moët Hennessy across all provinces of Canada.

About Moët Hennessy

Our Maisons (Veuve Clicquot, Moët & Chandon, Dom Pérignon, Armand de Brignac, Ruinart, Krug, Estates & Wines, French Bloom, Hennessy, Glenmorangie, Ardbeg, Belvedere) have a rich heritage built on uncompromising perfection and unique savoir-faire handed down from generation to generation. Our people constantly reinvent the future of our industry & deliver memorable experiences to our consumers, living the 5 values of Moët Hennessy: sharing, elegance, epicureanism, integrity, and spirit of conquest.

About You

You are a passionate leader, eager to learn and go the extra mile, always putting your team and the brands first. You are excellent at leading people; both internal and external stakeholders. You have a growth mindset, a real drive for creativity, and a strong ambition to deliver excellence and lead by example. If so, please join us!

POSITION

Mission:

The Customer Marketing Director is accountable for translating Moët Hennessy Maison strategies into high-impact commercial activation plans across Canada. The role leads the national trade marketing agenda, sets the execution framework for the regions, and ensures that brand visibility, distribution support, customer engagement and sales performance are delivered consistently across the on-trade, off-trade and e-commerce channels. Acting as the critical link between National Marketing, Finance & Operations, CH Sales teams and Regional leadership, this position ensures that investments are focused, execution is elevated, and performance is measured against clear brand and commercial KPIs. This position is a maternity leave coverage role and is a key leadership within position CHMH. The position is based in the Charton Hobbs Montreal office in Quebec, reports to the EVP of Charton Hobbs, works closely with the Managing Director of Moët Hennessy Canada, and is a member of the CHMH Leadership Team. The role requires close partnership with the Marketing and Communication Director, Finance and Operations Director, Charton Hobbs General Manager, regional VPs and sales leadership to ensure one aligned national agenda and strong provincial execution.

Team and Structure

The Customer Marketing Director leads the regional marketing organization and provides national strategic direction, setting the operating rhythm, planning standards and performance expectations for the regional teams.

Direct Reports:

• Senior Market Manager, Quebec (portfolio)


• Senior Market Manager, Ontario (portfolio)


• Senior Regional Marketing Manager, West (portfolio)

These Senior Managers lead their respective regional teams covering market activation, regional marketing, analytics and coordination across Quebec, Ontario, British Columbia and Alberta. The Customer Marketing Director also provides functional leadership and direction to the broader regional marketing community, including RMMs, MAMs and Coordinators.

Responsibilities:

LEADERSHIP

• Lead the national trade marketing strategy and provide strategic direction to regional marketing and trade marketing execution plans for all Moët Hennessy brands across Canada, ensuring that Maison strategies are locally relevant in each province.


• Lead the Moët Hennessy regional marketing organisation. Act as a coach to the team and ensure the wider team is challenged, supported and developed in line with the Moët Hennessy values and Leadership Growth Capabilities.


• Build strong relationships with the Charton Hobbs VPs and sales teams to drive engagement, education, focus and reporting against brand and activation KPIs.


• Collaborate with the Marketing and Communication Director to ensure consistent, high-quality execution of the brand strategies across all provinces and a one-team mindset.


• As a member of the CHMH Leadership Team, contribute to setting the vision, developing the teams and driving the culture of the CHMH organisation.


• Champion the provinces within the National and Leadership teams, and facilitate sharing, communication and collaboration between the regional teams and the National Marketing, Communications, Digital, Supply and Operations teams.


• Encourage a “One Team” mindset across all CHMH and CH teams.

TRADE MARKETING STRATEGY

• Define the national trade marketing strategy for the Moët Hennessy portfolio and set the framework that the three regions execute against.


• Develop a national toolkit: activation guidelines, point-of-sale assets, brand education materials and channel playbooks that give the regions a consistent and elevated starting point.


• Set the trade marketing KPIs for the team and monitor execution quality across the on-trade, off-trade and e-commerce channels.


• Own the shopper and customer activation agenda, covering visibility, distribution-supporting programmes, trade education and the in-store and in-outlet experience.


• Lead a review of processes with the team to standardise briefing, planning and post-activation review across the regions, and to build efficiency and shared learning.


• Manage external agency partners where required, ensuring briefs are clear, budgets are controlled, execution meets Maison standards, and learnings are captured for future programmes.


• Partner with MHUSA to share best practices, adapt scalable activation platforms, and ensure cross-market learning is leveraged appropriately for the Canadian market.

BRAND AND PROGRAM PLANNING & EXECUTION

• Lead the regional teams to develop innovative, elevated and best-in-class brand activations across all consumer touchpoints, within the defined A&P budgets and against brand KPIs.


• Ensure that brand programming is executed to the required standard across the regional markets and in line with Maison guidelines and expectations.


• Collaborate with the Marketing and Communication Director and the National Brand Managers to deliver large-scale image-building programmes at provincial level.


• Develop and maintain a comprehensive programming calendar by channel in each region to track brand investments, activations and promotions across the on-trade, off-trade and liquor boards.


• Support and coach the regional teams to execute activations and events to the highest standard, aligned with Maison guidelines and with clear post-event evaluation.

MONITORING AND TRACKING

• Optimise planning, tracking and reporting processes using Charton Hobbs tools and systems, ensuring visibility of priorities, investments, execution status and results.


• Organise and co-lead provincial Quarterly Business Review meetings with the VPs and regional marketing teams, focused on performance, learnings, trade priorities and next actions.


• Lead the annual trade marketing planning cycle for the regions and consolidate the regional plans into a single national view for the Leadership Team.

BUDGET MANAGEMENT

• Own and oversee the regional commercial A&P budgets and make investment decisions behind brand and trade marketing programmes.


• Continually review and evaluate the effectiveness of major commercial A&P investments, and reallocate where activations are not delivering against brand objectives.


• Ensure that budget tracking and reporting are accurate and current across the three regions.

ON-PREMISE STRATEGY

• Lead the CHMH on-trade strategy and define the activation priorities by channel and by key city.


• Collaborate with the VPs and the Senior Managers to segment the market by key city, understand channel and account priorities, and build the programming that supports them.


• Develop and maintain senior-level relationships with key customers and strategic accounts and ensure that Moët Hennessy brands are presented and activated to the standard the Maisons expect.


• Build the activation guidelines that support the development of the on-trade channel.

Job Requirements:  

Please note that the position requires some domestic and international travel, as well as evening and weekend work as required.

Technical & management skills:

• Proven leadership experience, including coaching and developing teams and managing senior team members.


• Trade marketing and channel activation expertise across the on-trade and off-trade.


• Strong analytical, organisational and multi-tasking capabilities, able to meet tight deadlines.


• Ability to develop relationships and influence cross-functional internal and external stakeholders.


• Excellent communicator and team player.


• Project management skills.


• Ability to build, manage and evaluate an A&P budget.


• Advanced proficiency in Microsoft Office, particularly PowerPoint and Excel.


• Ability to thrive in a fast-paced, quick-turn work environment while demonstrating good judgment and professionalism under pressure.


• Strong sense of urgency and adaptability, always with a professional and positive demeanour.


• Financial knowledge and understanding of levers such as depletions, sales, DOI and P&L management.

Personal & interpersonal skills:

• Team spirit


• Entrepreneurial Mindset


• Solutions oriented & growth mindset


• Drive for Creativity / Innovation


• Consumer and Customer orientation


• Ambition to deliver excellence


• Dealing with ambiguity


• Strong presentation and negotiation skills for diverse audiences.


• Affinity with the wines and spirits category.

Others:

• Bachelor's degree or higher in Marketing, Commerce, Business Administration or a related field preferred.


• 10 years of marketing experience, preferably within a fast-moving CPG or luxury company.


• Established trade contacts across both on- and off-premise channels are a plus.


• Valid driver's license and access to a vehicle.


• Fluent in English and French.


• Able to travel domestically and internationally as required.


• Valid travel document is mandatory.

Benefits

• Medical, dental, RRSP and other benefits after a qualifying period.


• Car allowance, where applicable, for employees with access to a vehicle and a valid driver's license.


• Competitive salary and benefits package, plus performance-based bonus, commensurate with experience and qualifications.

The above information is representative of the work performed in this position; however it is not all-inclusive. The omission of a specific duty or responsibility does not exclude it from the position if the work is similar or related to the essential duties and responsibilities.

Join our team and contribute to the success of our renowned brands!