Global Brand & Communications Manager

Global Brand & Communications Manager

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We are seeking a highly skilled Global Brand & Communications manager to drive the brand licensing and extension activities for a portfolio of travel, gastronomy, lifestyle, and mobility brands within Michelin Lifestyle. 

Michelin Lifestyle:

Michelin Lifestyle business is a key contributor to Michelin Group’s growth ambitions and its activities ranges from Travel, Gastronomy, Wine, Mobility, & Lifestyle products and services, through a portfolio of world-renowned brands such as The Michelin Guide, Robert Parker Wine Advocates, Tablet Hotels, Via-Michelin, LeFooding, Michelin, & BF Goodrich.   

This position is within the Licensing vertical of Michelin Lifestyle business. The Licensing business has been active within Michelin Group for over 20 years and helps enrich and extend Michelin brands through rigorously-selected products & services. From essential vehicle accessories and mobility products to high-quality footwear, apparel, and lifestyle products, MLL offers global consumers a seamless and enjoyable experience with Michelin Brands in their daily lives. As of 2024, Michelin Licensing operations were represented by over 50 Licensees globally, accounting for sales of over 38 million products in over 150 countries, placing Michelin among the top 50 global brand licensors in the world.

KEY EXPECTED ACHIEVEMENTS:

Brand Licensing & Category Planning

• Engage with Brand Managers to define brand aligned profitable category extensions and licensing opportunities.

• Develop and maintain  ‘style guides’, brand content, policies, and product & service guidelines to enable brand extension through licensed products & services.

• Support regional teams & external partners in assessing & approving the brand extension and licensing opportunities.

• Supervise, coordinate, and ensure consistent deployment of the Licensing guidelines and toolkits by internal teams and external Licensees and Partners.

Global Marketing & Communications Planning

• Define the global licensed product marketing and communication approach ensuring alignment with the Group, Regions, and external partners / licensees

• Structuring marketing & communication campaigns (e.g. events, collaborations, media activations, etc.) for licensed products with external partners & licensees

• Support regional teams & external partners in the deployment of the marketing and communications plan

• Define and manage the global Marketing & Communications budget for the Licensing business

• Develop & maintain strategic communications packages & presentations for Licensing business (Corporate presentations, PR content, Communication guidelines, etc.)

• Identify and implement synergies for combined marketing communications across Group, Regions, and Licensees.

• Evaluate and report on the performance and effectiveness of the communications plan.

Management

• Animate the Licensing Marcomms global network, with participants in the US, Europe, China, SE Asia, etc. to prepare and deploy the content plan.

• Manage relations with external agencies and ensure they provide high-quality, efficient services.

• Ensure ongoing and active watch on trends and evolution; identify opportunities, risks, synergies and potential optimization for Licensing opportunities & extensions.

• Drive & accompany change in the organization through brand licensing best practices

• Contribute to internal communication activities within the Group, Regions, & business line

• Work closely with the Corporate Brands teams to reach an efficient cross-functional collaboration get to the best efficiency and consistency

Education and professional Skills:

•   Master’s degree in Business, Marketing, Communication or a related field 
•  Previous experience (minimum 5 years) in brand licensing and brand extensions 
•   5 years’ experience of developing and deploying communication strategy & campaigns
•   Hands-on knowledge of digital communication practices and tools (e.g. Social Media, Influencer Campaigns, PR, Retail & Channel partnerships)
 

Behavioural Skills:

• Ability to collaborate with & influence multiple stakeholders (internal and external)

• Ability to take initiative on projects and drive them to completion

• Ability to organize and facilitate a network of internal & external Marketing and Communication resources

Languages:

• English (Fluency in reading, writing, and speaking)

• French is a plus

Recruitment process: 

If your CV is accepted, you can join us after 2 phases:
An initial distance interview. 
A full day of recruitment, so that you can fully express your personality and skills.
You will then receive detailed feedback within a few days.

Salary and benefits: 

- Fixed salary from €80,000 depending on profile and experience.
- Variable remuneration, profit-sharing, company savings plan, employee share ownership plan, health insurance

Location: Boulogne-Billancourt
 

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