Media & Digital Manager
Main Purpose
The Media and Digital Manager will shape the Cartier LAC (Latin America and Caribbean) and Brazil paid media strategy through an innovative, performance-driven approach. This role involves leading the development, negotiation, implementation, and optimization of comprehensive paid media campaigns designed to achieve core business objectives and elevate brand equity.
Key Responsibilities
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.
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.
Budget Management - 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 - 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.
Co-op 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' requests in alignment with overall Cartier Media strategy and HQ Guidelines. Serve as the main point of contact for all partner-led advertising initiatives.
Data & Tools & Competitive Intelligence - 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. Manage and report on the Co-op advertising budget, ensuring financial alignment.
E-Commerce & CRM Strategy & Campaign Activation - 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.
Qualifications
Education: Master's degree from a University/Business School or equivalent with a specialisation in Marketing/Business
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
Personal Skills: Strong product affinity and interest in the world of luxury goods, strong analytical and problem-solving skills, organized, pragmatic, able to manage and build from scratch new projects and to lead cross-functional partnerships, pro-active and result-oriented behavior, dynamic, organised, rigorous, 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