ROLE OVERVIEW

The Digital 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

1. 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.

2. Social Media & Digital Leadership (USA)

• 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.

3. 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.

4. 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.

5. 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.

Amorino

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Digital Marketing Manager