Andrea Sengara Email and Phone Number
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Across my career as a global marketing leader for luxury CPG brands, I have had the opportunity to apply my passion for culturally relevant, purpose-led work and obsession with leveraging consumer insights, to identify opportunities, implement innovative strategies, and ignite unprecedented results for brands like Don Julio Tequila, Cîroc Ultra-Premium Vodka, Johnnie Walker Scotch, Veuve Clicquot Champagne, Hennessy Cognac, Bombay Sapphire, Smirnoff Vodkas, Aperol, Campari, Espolòn Tequila and Grand Marnier. My curious, creative, and committed mindset has allowed me the opportunity to push boundaries and launch first-to-market, innovative marketing strategies that overdeliver on growth goals, increase market share, and turn underperforming brands into nationwide award-winners. Because of my passion for marketing, innovation, people development & digital transformation, I serve as an active industry volunteer to share and learn best practices & emerging trends. This work includes serving as a member of the Masters Circle for the Chief Marketing Officer Growth Council for the Association of National Advertisers (ANA). I am also involved with AdWeek as a mentor for their Executive Mentorship Program, and an industry thought leader as a member of Adweek’s CMO Moves and Innovator groups. As a globally-minded leader who enjoys experiencing world cultures, I have had the opportunity to work on four different continents and speak English, Spanish, French, and basic Italian. I completed my Bachelor of Commerce in Marketing & International Business from McGill University in Montreal, Canada and Postgraduate in Digital Business from Columbia Business School and MIT Sloan School of Management, where I was awarded the honors of Emeritus Scholar. Key skills: Disruptive Marketing Strategies | Brand Development | Team Leadership & Development | Brand Architecture & Positioning | Integrated/Omnichannel Strategy | Digital Marketing Best Practices | Entertainment Marketing | Innovative New Product Launches | Purpose-led Branding | Consumer Insights | General Management
Campari Group
View- Website:
- camparigroup.com
- Employees:
- 5514
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Managing Director, House Of Tequila And Mexican SpiritsCampari GroupUnited States
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Head Of Marketing, U.S.Campari Group Jul 2020 - PresentSesto San Giovanni, Milan, It
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Council MemberGlg Apr 2020 - PresentNew York, Ny, UsAdvisor on brand management, brand positioning, marketing strategy, organizational structure, new product development & digital transformation for CPG and premium/luxury companies. -
Senior Vice President, Consumer Planning & Innovation, Moët HennessyLvmh Jul 2018 - Apr 2020Paris, FrI joined LVMH Moët Hennessy to build-out centralized, marketing centers of excellence across digital, media, entertainment marketing, innovation, multicultural marketing, and e-retail to support 15+ brands across the $2B portfolio. During this time, I focused on creating a high performing team to drive digital transformation and innovation via data-driven, customer-first, and digitally optimized strategies, working collaboratively with numerous global and local stakeholders, including brands, agencies, & distributors. ► Doubled e-retail business revenues to elevate Moët Hennessy USA to 2nd largest digital sales market through development of holistic e-commerce channel strategy, new tools, activations & organizational upskilling► Overhauled and modernized the media strategy in collaboration with new agency partner, transitioning to a customer-centric, data-driven approach with rigorous analytics practice and a consistent measurement framework for increased efficiencies. ► Achieved a 2x increase in media engagement after creating immersive, interactive content. ► Oversaw omnichannel strategy & CRM operational model, delivering first consumer journey framework, growing consumer database over 40% and corresponding engagement & conversion metrics. ► Pioneered entertainment marketing strategy adopted by Moët Hennessy for global roll-out. Tripled value of media integrations after securing new strategic partnerships and collaborations. -
Senior Vice President, MarketingCombs Enterprises Jan 2016 - Jun 2018New York, Ny, UsGeneral Manager of Sean “Diddy” Combs’ wine & spirits portfolio. Led marketing team at Combs Wine & Spirits and The Blue Flame Agency, inclusive of strategic planning, innovation, digital, public relations, media, creative, integrated marketing & trade marketing to consistently deliver innovative business strategies, creative campaigns & marketing plans while executive culturally relevant omnichannel programs that recruited millennials and led to sustainable growth. ►Led Combs Enterprises first-ever company wide strategic planning process, bringing together C-level leaders from all business units ( Aquahydrate, Revolt, Bad Boy Entertainment, Combs Wine & Spirits, Blue Flame Agency & philanthropic efforts) that improved foresight into annual resourcing and financial projections. ► Reinvigorated stagnating performance for Cîroc Vodka by repositioning the brand with a new brand purpose, "Let's Get It" creative campaign and new product innovation roadmap. Cîroc Apple earned best-selling new vodka of 2016 and Summer Colada earned best-selling limited edition of 2017. -
Vice President, TequilaCombs Enterprises Aug 2015 - Jan 2016New York, Ny, UsSpearheaded DeLeón Tequila Joint Venture, overseeing all aspects of general business management, including marketing, supply, finance & sales for Combs Enterprises. Led marketing team at Combs Wine & Spirits and The Blue Flame Agency in brand re-positioning, strategic planning, digital, public relations, media, creative, experiential, integrated marketing and trade marketing. ► Reached 133% growth nationwide after repositioning brand, refocusing marketing mix with #DeLeonNights in key markets, and implementing a revised strategic price positioning strategy.
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Marketing Director, TequilaDiageo Jan 2014 - Aug 2015London, GbIn 2014, I was tapped to increase momentum for this high-growth category by integrating and launching two newly acquired tequila brands. In this role, I managed a cross-functional team across innovation, marketing, commercial, supply, joint venture partners and agencies. ► Delivered exponential growth (7X over the prior year) for Peligroso in the first five months of launch after developing new brand purpose positioning, a purpose-led campaign, establishing growth drivers, refreshing agency partners and executing through-the-line plans. ► Successfully managed Joint Venture between Diageo & Combs Enterprises, aligning multiple cross- functional parties (supply operations in Mexico & US, joint venture board members, agencies & sales partners) behind critical requirements to deliver high quality and true luxury across all product & marketing elements. -
Global Head Of Marketing, Tequila Don JulioDiageo Sep 2011 - Jan 2014London, GbAppointed to lead the Global and North American team to step change Tequila Don Julio performance and consumer perceptions. ►Leveraged brand founder’s compelling story to develop differentiated positioning connected to a deep consumer insight that "If You have Passion, You have Everything". ►Led development of new purpose-led creative campaign "Make Your Move", multiple omnichannel seasonal campaigns & 5 year trademark vision, architecture and strategy that led to Don Julio’s tipping point in the United States, catapulting brand to reach +26% growth. This made Don Julio a top spirits share gainer on premise in 2013 after eight years of just 5-8% YOY growth, and initiated sustained +26% growth over the next seven years, resulting in multiple Impact "Hot Brand" Awards. ►Overdelivered on global sales goal by 29% (+39% YOY) after developing global strategy & growth driver playbook, and collaborating closely with key markets to implement comprehensive strategy.
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Global Head Of Marketing, Jose Cuervo TequilaDiageo Nov 2010 - Oct 2011London, GbI was promoted to rebuild the strained relationship between our Jose Cuervo International partners, local Diageo teams, and our global Diageo colleagues, partnering to repositioning the brand develop new marketing strategies, while aligning performance targets and GTM strategies to drive growth. ►Grew revenue and over-delivered on annual targets; achieved 70% YOY growth for European Global Travel and reached 110% to goal for Global Travel & Middle East after creating a new business planning process, devising a comprehensive global strategy & brand positioning, and embedding collaboration across all three teams. ►Led creation of TV & Radio Advertising for USA Jose Cuervo Ready-to- Serve Light Margaritas, which drove awareness, engagement & trial in #1 Tequila market worldwide.
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Senior Brand Manager, Ciroc VodkaDiageo Feb 2008 - Nov 2010London, GbLed ground-breaking business partnership with Sean “Diddy” Combs to create the fastest growing vodka in the United States. Led cross functional team to deliver +98% CAGR through innovative marketing, exceptional internal and third-party stakeholder management, strong leadership skills & marketing judgement. Turned around the relationship between Diageo NA and the Combs team by establishing trust and fostering collaboration. ►Delivered 2,700%+ revenue growth (from $14M to $400M) in just two years, yielded 98%+CAGR and earned recognition as the #2 Ultra -Premium Vodka brand and the fastest growing vodka in the US. Named Spirits Brand of The Year by MarketWatch for unprecedented growth and subsequently earned multiple Impact "Hot Brand" awards. ► Launching disruptive, industry-first marketing campaigns and growth drivers that became industry-wide tactics including a DJ Ambassador Program, grassroots event activation takeovers, celebrity influencer engagement, and limited release new product launches.► Consistently led development of through-the-line campaigns that delivered double-digit sales and brand equity growth, creating the #2 ultra-premium “image” vodka brand in under 2 years. ► Overdelivered on new product launch targets by more than 200%+ after redefining the flavor innovation and launch strategy in ultra-premium spirits. The Cîroc Flavors launch model was adopted by Diageo corporate as a best-in-class, disruptive approach. ► Drove multiple stakeholders with disparate agendas to align behind initiatives for exponential growth, including significant COGS reduction, increased production capacity, and effective ways of working amongst supply, marketing, sales & Combs Enterprises.► Appointed to improve Diageo understanding of how to win in the on premise, delivering a 5 year Diageo vodka category on premise vision and strategy to double market share, NSV and gross profit, including proposed market roll out tools.
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Category Brand Manager, Vodka (Smirnoff, Smirnoff Flavours, Silent Sam, Troika, Popov)Diageo Feb 2006 - Jan 2008London, GbAppointed to stabilize and grow Diageo’s flagship portfolio, #1 spirit category in the nation, Vodka, and #1 spirit brand, Smirnoff Vodkas. ►While in this role, I turned around Smirnoff Vodka performance to reach 26% growth and .5+ share gains in its #1 battleground. ►During this time, I also devised the brand’s long-term flavored vodka vision and strategy that sparked development of the Smirnoff Trademark Brand Strategy and Consumer Journey Planning across RTDs (Ready-To Drink), Flavored Vodkas, Unflavored Vodkas and premiumization opportunities. ►I launched multiple Smirnoff Flavors, including Smirnoff Black Cherry and Smirnoff Lime that overdelivered vs plan, developing advertising ideas and creative executions that become global growth drivers. ►Led first - ever Canadian incubator test for Diageo on vodka premiumization opportunities, managed jointly with North American counterparts in the US.
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Category Brand Manager, Scotch & Irish Whiskies (Johnnie Walker, Bushmills,J&B, Bell'S,Single Malts)Diageo Nov 2003 - Jan 2006London, GbWhile managing Scotch and Irish whiskeys, I created a best-in-class category strategy that outperformed the competition by 1.7 share points and 6%+ volume growth. This included delivering the strongest revenue growth for Johnnie Walker brand in recent history, through integrated programming across advertising, public relations, CRM, digital, sponsorship (Formula 1) & customer plans that delivered +300% reach & dramatically improving key mentorship growth driver ROI.Successfully launched multiple new products (Johnnie Walker Green Label, Bushmills Irish Whiskies, and Super Premium Malts) that overdelivered ~$2M profit versus plan annually.
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Brand Manager, Premium SpiritsBacardi 2001 - 2003Pembroke, BmAccelerated long-term growth through consumer insight-based plans & exceeded ROI expectations for two of Bacardi’s fastest growing brands, Bombay Sapphire & Dewar’s Scotch. Appointed to lead integration and nationwide launch of Ketel One Vodka into Bacardi Canada, working closely with Nolet Spirits. Developed margin enhancing pack redesign, while delivering brand value & share growth through collaborative commercial plan development across Bacardi Rums. Appointed to lead Executive cross-functional task force that re-engineered performance intelligence. -
Merchandising ManagerAdidas 1999 - 2000Herzogenaurach, Bavaria, DeDeveloped & executed “Signature Athletes” national retail merchandising campaign. Planned & implemented customized programs for over 60 retailers, training each in techniques to drive incremental sales while building sales team capabilities. -
Media And Communications ManagerAiesec 1999 - 1999Montreal, Quebec, CaMedia Relations and Communications for AIESEC International Conference 1999 in Durban, South Africa -
Product ManagerDhl Worldwide Express 1998 - 1998Bonn, DeIdentified & implemented margin enhancing improvements to deliver increased market competitiveness.
Andrea Sengara Skills
Andrea Sengara Education Details
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Columbia Business SchoolDigital Business -
Mcgill UniversityInternational Business
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Universidad Pontificia ComillasMarketing
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Centro Linguistico Italiano: Dante Alighieri, Florence, ItalyItalian Language Diploma
Frequently Asked Questions about Andrea Sengara
What company does Andrea Sengara work for?
Andrea Sengara works for Campari Group
What is Andrea Sengara's role at the current company?
Andrea Sengara's current role is Managing Director, House of Tequila and Mexican Spirits.
What is Andrea Sengara's email address?
Andrea Sengara's email address is an****@****ail.com
What is Andrea Sengara's direct phone number?
Andrea Sengara's direct phone number is +191744*****
What schools did Andrea Sengara attend?
Andrea Sengara attended Columbia Business School, Mcgill University, Universidad Pontificia Comillas, Centro Linguistico Italiano: Dante Alighieri, Florence, Italy.
What skills is Andrea Sengara known for?
Andrea Sengara has skills like Brand Management, Brand Development, Marketing Strategy, Strategy, Integrated Marketing, Customer Insight, Marketing, Management, Advertising, Competitive Analysis, Brand Architecture, Cross Functional Team Leadership.
Who are Andrea Sengara's colleagues?
Andrea Sengara's colleagues are Oscar Campari, Kim Yarde, Msc., Gphr, Gms, Rosa Gallegos, Angie Poirier, Guri Verma, Ani Amarachi, Luciano Domato.
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