Reference code: JR130411
At Richemont Americas, we are proud to employ talent from many different backgrounds, experiences, and identities. We believe that when diversity and inclusion are fully embraced and empowered, creativity and knowledge emerge to deliver excellence. We continue to work towards creating a workforce that represents the diversity of our clients and our communities.
Media & Digital Manager
Cartier | Coral Gables, FL
MAIN PURPOSE
As the Media and Digital Manager, you will play a pivotal role in shaping the Cartier LAC (Latin America and Caribbean) and Brazil paid media strategy through an innovative, performance-driven approach. In this role, you will lead the development, negotiation, implementation, and optimization of comprehensive paid media campaigns designed to achieve core business objectives and elevate brand equity. Serving as a key collaborative partner, you will work closely with PR, Marketing, Client, and Commercial teams, alongside our external agency partners, to drive cohesive brand growth.
KEY RESPONSIBILITIES
MEDIA PLANNING & EXECUTION
Strategic Planning & HQ Alignment:
- Adapt and implement Cartier International Media Guidelines locally, successfully aligning HQ recommendations with LAC and Brazil business and communication objectives.
- Maintain fluid communication and consistent alignment with the HQ Media team for strategy approvals and reporting.
- Manage and control the annual Media budget for both the LAC and Brazil regions.
Strategic Planning & HQ Alignment:
- Adapt and implement Cartier International Media Guidelines locally, successfully aligning HQ recommendations with LAC and Brazil business and communication objectives.
- Maintain fluid communication and consistent alignment with the HQ Media team for strategy approvals and reporting.
- Manage and control the annual Media budget for both the LAC and Brazil regions.
Campaign Execution & Agency Management:
- Collaborate closely with AVP to define overall Media budget for LAC and Brazil, in alignment with the Maison strategy and local business objectives in order to guarantee the best possible allocation of media budget.
- Track monthly the Media budget to guarantee a good landing at the end of every FY.
- Lead and monitor the planning and execution of all paid media campaigns (online and offline) across both markets.
- Partner with the Advertising Agency to coordinate, implement, and optimize the LAC & Brazil media strategy.
- Oversee Bumblebee platform management for media buys, tracking, and invoice payments.
- Coordinate the seamless delivery of all creative assets (social, digital, and traditional) in collaboration with PICTO.
Performance, Negotiation & Collaboration:
- Analyse campaign KPIs and performance metrics to identify best practices, optimize ROI, and drive future strategy.
- Collaborate closely with the PR department to build robust negotiation strategies with media partners, maximizing editorial ratios and ROI.
- Provide expert media-driven insights and recommendations to support the development of local content proposals.
MEDIA BUDGET MANAGEMENT
Budget Control & Strategic Flow:
- Optimize, monitor, and adhere to the allocated overall media budget, while ensuring efficient allocation of resources in alignment with the global media strategy and regional objectives
- Develop reports on media spending, providing data-driven insights and recommendations to be discussed with AVP.
- Support AVP on tracking overall A&P budget and consolidation with Finance Department.
Financial Tracking & Reporting:
- Ensure all media invoicing is accurately booked within internal systems and tools to maintain payments and budget monitoring.
- Coordinate the media financial flow with Richemont counterparts
- Conduct monthly analyses and reconciliations between A&P (Advertising & Promotion) spend, accounting ledgers, and internal tracking tables.
- Collaborate with AVP to manage quarterly financial forecasting by accurately completing and updating LE.
AGENCY COORDINATION
Relationship Management:
- Coordinate media and creative agencies to ensure timely delivery of campaigns
Serve as the primary lead for media and creative agencies, ensuring clear communication, alignment of goals, and the seamless, timely delivery of materials and campaigns
COOP
Program Strategy & Partner Management:
- Implement and oversee the Co-op Advertising program for both Retail and Wholesale dealers.
- Partner with the Commercial Team to coordinate and implement the fiscal year’s co-op media strategy.
- Analyse individual partners request in alignment with overall Cartier Media strategy and HQ Guidelines
- Serve as the main point of contact for all partner-led advertising initiatives.
Asset Delivery:
Coordinate delivery of all multi-channel media materials in collaboration with the creative agency, Pitco
Performance Analysis & Budgeting:
- Collaborate closely with the AVP, to analyse COOP campaigns, extracting key insights and best practices to optimize future performance.
Manage and report on the Co-op advertising budget, ensuring financial alignment
ATHENA
Assist in coordinating areas for a cohesive report of Communication budget in Athena
DATA & TOOLS & COMPETITIVE INTELLIGENCE
Data-Driven Insights:
- Proactively monitor and analyse performance data across internal and external platforms (including EMC reports, Google Analytics, and the Global Media Dashboard) to deepen market and client understanding.
Management Reporting:
- Transform data into actionable insights, regularly reporting performance metrics and strategic recommendations to local management.
Market Intelligence:
Maintain a pulse on the competitive landscape—specifically tracking digital innovations and movements in the market—to actively identify, share, and discuss future growth opportunities with local management.
ECRM STRATEGY & CAMPAIGN ACTIVATION
Strategic Planning & Budgeting:
- Define and drive e-CRM strategy (1 to many) following HQ guidance
- Align the yearly local e-CRM plan with global guidelines, partnering closely with the Communications and Marketing teams, Clients Team, HQ and Deloitte to synchronize campaigns with strategic launches, product deliveries and local priorities.
- Oversee and efficiently manage e-CRM budget throughout the year.
Campaign Execution & Lifecycle Journeys:
- Lead the end-to-end management of CRM campaign activations with Deloitte
- Collaborate with Mexico team in order to split the workload on campaign executions
- When relevant, launch localized e-CRM initiatives (such as new Boutique openings) tailored to market nuances.
Agency Coordination, Compliance & Analytics:
- Partner with Deloitte to manage campaign mapping, coordinate deployment schedules, and ensure flawless execution.
- Oversights local adaptations—including translations and assets adaptations
- Track, analyze, and report on e-CRM campaign performance, translating data into strategic insights to be discussed with AVP for continuous campaign optimization.
The preceding Key Responsibilities statements are intended to describe the general nature and level of work performed by the people assigned to this job. They are not intended to be an exhaustive list of all responsibilities, duties and skills required of personnel assigned to this position.
DIMENSION
Geographical area under responsibility: LAC (Latin America and Caribbean) and Brazil
Budget Responsibility: $5 Mi USD
JOB PROFILE
Education:
- Master's degree from a University/Business School or equivalent with a specialisation in Marketing/Business
Required experience:
- Strong previous media and digital experience and strategic planning (experience in luxury sector would be a plus but not mandatory)
Technical skills / abilities:
- Full proficiency in MS Excel, PowerPoint, SAP is a plus
- Strong communication skills in English and Spanish required, Portuguese would be a plus
Personal skills
The successful candidate will have the following personal qualities:
- Strong product affinity and interest in the world of luxury goods
- Strong analytical and problem-solving skills, and affinity with numbers
- Organized, pragmatic, able to manage and build from scratch new projects and to lead cross-functional partnerships
- Pro-active and result oriented behaviour
- Dynamism, organisation, rigour, and management of priorities
- Good communication and interpersonal skills
- Client-centric mindset
- Must be detail oriented and have a passion for thoroughness and accuracy
- Available to travel Brazil and key countries in LAC
Richemont offers a generous compensation and benefits package for eligible employees. Only candidates selected for further consideration will be contacted.
We Offer
We care about our associates’ health and wellbeing and offer a comprehensive benefits program to support you and your loved ones. Our core benefits include medical, dental, and vision programs. Health savings and flexible spending accounts are available to support your financial needs, along with access to the employee assistance program for you and your household members. The company offers income protection solutions including life insurance, disability benefits, and 401(k) with employer match. Understanding the importance of wellness and work-life-balance, our package includes a wellness reimbursement benefit and paid time off. We also encourage associates to give back to their local community by using their volunteer time off days to support important initiatives that drive change.
At Richemont, We Craft the Future!
Salary will be negotiated based on relevant skills and experience.
