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About the Role

The Brand Manager is responsible for leading the growth of Campari Japan’s American Whiskey portfolio, driving 360° brand building with a focus on mass communication, digital, PR, and brand activation. The role architects the portfolio ladder connecting recruitment to Trademark and premium/super-premium tiers, requiring strong strategic judgment, high-quality execution, cross-functional leadership, and effective collaboration with Global and APAC Regional teams.

Responsibilities

Lead annual planning for Campari Japan’s American Whiskey portfolio (Wild Turkey + Russell’s Reserve).
Define portfolio roles, occasion maps, and consumer pathways (RTD → Trademark → Premium → Super‑Premium).
Establish brand positioning, communication priorities, and distinctive brand codes across all tiers.
Monitor brand performance, category trends, and competitive activity to guide strategic decisions.
Develop and execute integrated brand campaigns across ATL, digital, social, PR, and consumer activations (events, experiences, partnerships).
Lead creative, media, and PR agencies through briefing, concept development, localization, production, and evaluation.
Ensure world‑class local adaptation while protecting the global brand framework and distinctive brand codes.
Drive impactful brand experiences through consumer events, sponsorships, bartender/culture collaborations, and sampling where relevant.
Lead innovation and renovation across the American Whiskey portfolio, including packaging updates, NPD, and limited editions.
Localize artwork, packaging, and claims in alignment with global/regional guidelines and regulatory requirements.
Manage launch readiness, including forecast accuracy, supply coordination, and A&P phasing.
Conduct post-launch performance evaluations and recommend optimizations.
Ensure alignment with both Global and APAC Regional teams on brand strategy, innovation, and communication plans.
Work with appropriate global/regional counterparts to secure assets, adapt guidelines, and represent Japan’s needs during planning cycles.
Provide Japan market insights to influence global/regional innovation direction, communication development, and long‑term strategy.
Maintain proactive communication to ensure strong alignment between global/regional direction and Japan market execution.
Align with Sales and Channel & Customer Marketing on channel priorities and commercial focus areas for the American Whiskey portfolio.
Provide clear brand strategies, priorities, and assets to support translation into channel and customer plans.
Partner with Finance on business planning, A&P stewardship, pricing, and margin management.
Collaborate with SCM on forecasting, demand planning, and inventory risk management.
Collaborate with Legal/Regulatory on compliant claims and local adaptations.
Safeguard brand integrity across all touchpoints by ensuring adherence to global brand guidelines and local regulatory requirements.
Oversee accuracy of packaging, artwork, and product master data.

Requirements

4–8 years of experience in brand management within FMCG, beverages, lifestyle, or luxury categories.
Proven experience leading mass communication / ATL campaigns and fully integrated 360° brand programs.
Strong strategic thinking and ability to manage a multi-tiered brand portfolio.
Effective leadership of creative, media, and PR agencies.
Strong analytical skills with the ability to interpret data and translate into actionable plans.
Excellent cross-functional collaboration and communication skills.
Ability to manage multiple sub-brands and stakeholders in parallel.
Japanese: Native-level proficiency — essential for taglines, claims, copy judgment, and PR/article proofing.
English: Business level — required for collaboration with APAC and Global American Whiskey teams.

Skills

Brand Management
FMCG
Beverages
Lifestyle
Luxury Categories
Mass Communication
ATL Campaigns
360° Brand Programs
Strategic Thinking
Portfolio Management
Agency Leadership
Analytical Skills
Cross-functional Collaboration
Communication Skills
Stakeholder Management
Japanese Language Proficiency
English Language Proficiency

Location

Japan

Work Type

Full-time

Experience Level

4-8 years

About the Company

Campari Group is a major player in the global branded spirits industry with a portfolio of over 50 premium and super-premium brands sold and distributed in over 190 countries worldwide, leading markets in Europe and the Americas.
Headquartered in Milan, Italy, Campari Group owns 25 factories, operates dedicated sales networks in 26 countries, and employs approximately 4,700 people.
The parent company Davide Campari - Milano N.V. has been listed on the Italian Stock Exchange since 2001.
Campari Group is currently the 6th largest player in the premium spirits industry globally.

Equal Opportunity

Campari Group is committed to diversity and inclusion, viewing diversity in all its forms as a source of enrichment.
Our employment policies and practices are committed to providing equal employment opportunities in all aspects of employment, regardless of race, religion, creed, color, nationality, ancestry, physical or mental disability, medical condition, genetic information, marital status, gender, sexual orientation, gender identity or expression, political affiliation or activity, age, veteran status, citizenship, or any other characteristic protected by law.
Campari Group believes fair pay and equal opportunities are crucial for employee well-being, empowerment, and engagement.
We strive to ensure fair compensation and have achieved Fair Pay Workplace certification, an independent organization dedicated to eliminating wage disparities based on gender, race, and their intersections.