Commercial Community & Activations Coordinator

OVERVIEW OF LA MARZOCCO

Since our founding in Florence, Italy, in 1927, it has been our mission to persevere in the manufacture of finest in class specialty coffee equipment, while encompassing people, heritage, technology and design, to further the coffee industry’s evolution and success.

We are looking for people who believe in our values of Integrity, Impact, Curiosity, Courage, Celebration and will uphold them in all communications, decisions and actions.

Our purpose is to build relationships to enrich the lives of others.

At La Marzocco, we embrace differences in gender, age, ethnicity, race cultural background, disability, religion and sexual orientation. We believe that diversity and inclusion helps us to attract, recruit, engage and retain of talented people whilst we are building an amazing workplace environment and positive culture.

Purpose of Role

The Commercial Community & Activations Coordinator is responsible for creating experiences, relationships and interactions that share the La Marzocco brand, culture and products within the coffee community and beyond (both digitally & physically) around Australia.  This is an exciting opportunity for a coffee professional to take the next step in their career and make a lasting impact on the specialty coffee community.

KEY ACCOUNTABILITIES  

Marketing Campaign Management & Customer Journey Effectiveness

• Manage comprehensive and effective digital marketing responsibilities for the La Marzocco Commercial brands - including website, social media, META accounts and Hubspot (EDM) communications.
• Create methods to engage with the emerging barista community and find ways to help improve their experience in the Specialty Coffee Industry and make them raving fans of La Marzocco.
• Confidently communicate features and benefits of the Commercial products and services, so that customers have a professional and supported experience.
• Work closely with the Commercial team to ensure marketing collateral is available, up to date and inspiring; participate in the development of online training videos.
• Manage comprehensive and effective digital marketing initiatives and communications for the La Marzocco Commercial brands and end-to-end customer journey - including website, social media, META accounts and Hubspot (EDM) communications. 
• Tell great stories, educate & inspire our community, maintaining a unified brand voice across channels.
• Merchandise ordering, communications and stock management.
• Attend activations and produce live social media content when needed.

Partnerships & Events Focus

• Collaborate and ideate with the Commercial Brand Marketing Manager and sales team on event and activation strategies.
• Plan and execute on strategic events to engage with target Commercial audiences, specifically the specialty coffee community.
• Work directly with brand partner marketing teams alongside Brand Marketing Manager to ensure for smooth and efficient communication and collaboration with brand partners.
• Develop new customer relationships for La Marzocco Commercial brands through attending networking & industry events
• Grow relationships within the specialty coffee community through on road café and venue visits with partners and their teams. Understand from the inside out what makes their businesses tick and how we can best support them as a brand.
• Develop understanding of channels for technical customer feedback and ensure loop is completed between customers, technical team & Italy so our customers can see the R&D process in action & feel heard.
• Identify new sales opportunities and support existing brand partners through engaging with partner sales teams and taste makers/industry influencers on product knowledge and training.
• Facilitate Loan Machinery requests and manage loan machinery fleet to ensure support is provided for brand partner requests and activations.

Strategic Contribution

• Develop event metrics with the Brand Marketing Manager to measure the effectiveness of event strategies and adjust improve events incrementally.
• Collect digital & social media data monthly and monitor social media channels for industry trends working with the Brand Marketing Manager to assist in analysis and suggested improvements to increase following and engagement.
• Engage, support & collaborate with the global & international La Marzocco Commercial teams on shared initiatives and best practice. 

KEY SELECTION CRITERIA

To competently perform in this position, the person should possess the following knowledge, skills, and experience:

Qualifications:

• Bachelor’s degree in business, marketing or related fields preferred but not mandatory

Skills and Experience:

• Minimum 3 years barista and hospitality industry work experience
• Minimum 2 years experience in content creation/management for social media
• Experience managing multiple external stakeholders/partners
• Experience partnering with internal stakeholders to collaborate and execute on projects.
• Experience in and a passion for, managing and organising events
• Ability to host events and comfortable speaking in front of crowds
• Brand Familiarity – Already confident and knowledgeable about La Marzocco products preferred
• Experience working with CRM and planning software an advantage (ideally Salesforce, Asan, Hubspot & SAP)
• Adobe Creative Suite experience an advantage
• Strong problem-solving skills to apply critical thinking, explain root causes and evaluate solutions
• Excellent communication and copywriting skills
• Strong computer skills
• Strong organisational and time management skills
• Drivers Licence essential

Attributes:

• Love coffee like we do!
• Excited about getting out and about with our customers, our team and the coffee community.
• Have a passion for building and growing relationships
• Resilient with a positive and proactive attitude towards change
• Ability to adapt and flex with changing priorities
• Demonstrate our company values – Integrity, Curiosity, Impact, Courage, Celebration
• Ability to work collaboratively within a team, and support other team members when needed
• Willingness to learn and adapt to a growth environment