FEATURED FORKER – MOET

ANDREA


SENGARA

Meet Andrea Sengara.

Andrea’s time at Moët Hennessy USA began in July 2018, when she was appointed as Senior Vice President of Consumer Planning & Innovation. She is responsible for leading the Marketing Centers of Excellence across the portfolio, including digital marketing, innovation and CRM, e-commerce, entertainment and multicultural marketing to deliver against brand goals across all touch points that aligns with global brand marketing strategies.

Moët Hennessy USA’s world-class portfolio includes Champagnes Moët & Chandon, Veuve Clicquot, Dom Pérignon, Krug, and Ruinart, Spirits Hennessy, Belvedere, Glenmorangie, Ardbeg, Volcan de mi Tierra and Woodinville Whiskey, and Estates & Wines Chandon, Newton, Numanthia, Cloudy Bay, Cape Mentelle, Smoke Tree, Terrazas de los Andes, and Ao Yun.

Andrea brings over 18 years of Wines & Spirits experience across multiple categories and regions to the role. She began her career in Wines & Spirits with Bacardi Canada as Brand Manager, before joining Diageo Canada where she developed and executed best-in-class category strategies that delivered significant share gains and incremental profit for brands such as Johnnie Walker, Bushmills and Smirnoff in her roles overseeing the Scotch, Irish Whiskey, and Vodka portfolios.

In 2008, she moved to Diageo NA to lead the groundbreaking partnership with Sean “Diddy” Combs, creating the fastest growing vodka in the US with Cîroc and redefining innovation in the ultra-premium segment. She then managed Diageo’s global tequila agenda, developing new strategies, consumer positioning and drivers for Jose Cuervo and Don Julio tequila that delivered long term step-changing performance, in addition to integrating new acquisitions into the organization.

Most recently, Andrea served as the SVP of Marketing at Combs Enterprises, overseeing Sean Combs’ Wines & Spirits portfolio and leading the marketing teams at the Blue Flame Agency, inclusive of strategic planning, innovation, digital, PR, media, creative, and integrated & trade marketing.

1. What’s the biggest challenge you’re trying to solve?

Ensuring that we have the right content, with the right personalized message, at the right time, in the right place, in front of the right consumer in the right format. Today’s consumer and customer journeys are more sophisticated than ever before and we must connect the dots across marketing disciplines in an omnichannel fashion, to deliver the most relevant, tailored communications at any given time.

2. How do you see the industry evolving and what can brands do to stay ahead of the curve?

The industry and our consumers are evolving faster than they ever have – brands needs to be culturally connected and curious about consumers to stay relevant. It is essential to have a consumer-centric, mobile-first, digital-first mindset today – conceptualize and create content and ideas that are digitally led to ensure engagement and reach at scale.

3. What was your favorite marketing campaign in recent memory, and why?

There are so many amazing campaigns that come to mind- We were so incredibly lucky to have the one and only Ridley Scott direct our most recent introduction to the new Hennessy X.O., in his wild and beautiful masterpiece entitled, “The Seven Worlds.” It is the perfect example of how a brand that’s over 200 years old can connect with today’s consumer in a new and innovative way. Truly worth every second of the four minute video!

I am also a big fan of Nike taking a stand culturally with the Colin Kaepernick work. I think it’s brave, powerful and hugely impactful when a company can genuinely stand up for what they believe is right in this world. It’s very much in line with insights around millennial consumers wanting to associate with brands who act in line with a relevant purpose, helping to create the world they want to live in.

4. When was your first Digital Fork, and what was your experience?

I went to my first Digital Fork dinner at the end of January (1/24) and had an amazing experience. The food was fantastic and the company was even better! I have never had as much fun and interesting conversation at a networking event – very well done and I look forward to the next one!

5. Would you recommend the Digital Fork?

1000%! A wonderful experience, filled with talented people to learn from while also having a fabulous time and a delicious meal.

7. What's your favorite recipe?

A glass of Veuve Clicquot La Grande Dame with cheese, crackers, and blackberries.

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