Brand & Marketing Manager H/F

Overview

The US Brand & Marketing Manager serves as the operational lead for Amorino’s brand in the United States. Acting as the central hub for the US market, this role ensures seamless coordination between:

• Headquarters (France): Cross-functional collaboration with Brand, Product, Communication, Studio, and Digital Operations teams.
• US Ops & Supply: Close partnership to form a strong triad ensuring alignment between marketing strategy, field performance, and operational execution.
• Franchise Network: Primary point of contact for US franchisees and the lead franchisee regarding technology and marketing tools.
• External Partners: Oversight of local agencies and freelancers (Social Media, PR, Influencer Marketing, Production).

The mission: adapt, orchestrate, and deploy the global strategy locally while safeguarding brand integrity, driving business performance, and ensuring cultural relevance within the US market.

KEY RESPONSIBILITIES

Strategic Alignment & HQ Interface (HQ ↔ USA)

• Deployment & Localization: Lead execution of the Commercial Activation Plan (CAP) in the US, incorporating local cultural, seasonal, and business dynamics.
• Market Intelligence: Provide HQ with regular insights on consumer behavior, competitive landscape, and emerging trends.
• Franchise Advisory: Serve as the primary marketing contact for franchisees on Brand, Product, and Activation initiatives (online and offline).
• Brand Stewardship: Ensure all local initiatives remain aligned with Amorino’s premium positioning and global brand standards.
• Content Strategy: Adapt the global social media strategy and implement a US-specific approach (TikTok, Reels) aligned with American market dynamics.
• Agency Management: Oversee US-based agencies for community management, content production (photo/video), and paid media campaigns (store openings, product launches, activations).
• Performance Management: Track and analyze KPIs (engagement, traffic, conversion), and optimize strategies in collaboration with franchisees during business reviews.
• Reporting: Deliver structured and regular performance updates to HQ.

PR, Influencer & Partnerships

• Public Relations: select and manage local PR and influencer agencies.
• Partnership Development: identify and activate relevant collaborations (events, brand partnerships, sponsorships).
• Events & Store Launches: lead local event strategy and store opening activations to maximize visibility and ROI.

Field Marketing & Store Openings

• Franchise Support: Provide 360° activation plans for new store openings (digital, influencer, PR) and offer on-site support when needed.
• Asset Management: Centralize local marketing requests and ensure proper use of HQ creative assets.
• Strategic Arbitration: Balance global brand guidelines with practical local business needs.

Product & CRM Interface

• Product Localization: Support adaptation of product launches (seasonality, packaging, merchandising) and analyze US sales performance.
• CRM Strategy: Develop and execute the US CRM calendar, manage newsletter configuration, and assess impact on traffic and conversion.

PROFILE REQUIREMENTS

• Experience: Minimum 5 years in marketing and communication, ideally within Retail, Franchise, or Food & Beverage environments.
• Market Expertise: Proven experience within the US market is required.
• Skills: Strong command of digital marketing channels (Social Media, Paid Ads, CRM), ROI-driven mindset, and ability to manage cross-functional projects.
• Soft Skills: Autonomous, operationally rigorous, diplomatic, and capable of building strong relationships within a franchise network.
• Languages: Fluent or bilingual English required.