Vice President Marketing, GRUPPO CAMPARI
Many marketers understand risk in a fast-changing media world, but the most successful ones figure out how to harness that risk to a brand’s advantage. Gruppo Campari’s Melanie Batchelor took a big bet on the dusty Wild Turkey brand by bringing on Matthew McConaughey in 2016. Plus, she added to that gamble by allowing Matthew to be the actual Creative Director on the campaign-- leading the creative from start to finish. It was a bold move that has netted outstanding results; Wild Turkey's awareness and relevance are sky-rocketing.
Mel was also savvy enough to assure that the Wild Turkey ads were on-brand, while continuing to give Mr. McConaughey control of the campaign—at a time when the actor was lending his presence to other brands like Lincoln.
Part of being a responsible brand builder is knowing when to take a chance and doing something to catapult a brand into the consumer conversation. Melanie recognized the turning point for Wild Turkey, and carefully guided the implementation by enabling Matthew McConaughey’s country charm and sophistication to shine through simultaneously. While the actor’s screen appeal in undeniable, the digital campaign was compelling for both Wild Turkey’s existing audience and new, aspirational one. Melanie Batchelor’s marketing skills insured that the campaign felt authentic to both groups.
Melanie Batchelor has lived and worked on three continents, and has grown in marketing roles since starting as a marketing services manager for the Pepsi bottler in her native Sydney, Australia. She moved to PepsiCo with international marketing director roles within the beverage division in Asia-Pacific, Europe and New York. Her Campari career began in the Asia-Pacific region in 2011, then she moved with the company to Dallas, Texas where she headed Global Strategic Marketing for the Spirits Brands.
Today she is Head of Marketing for Campari America and responsible for a portfolio of 26 premium spirits brands, including SKYY Vodka, Campari, Aperol, Wild Turkey, American Honey, Appleton Estate Rum, Espolon Tequila and Grand Marnier. She leads a passionate team of 30 marketing executives to deliver memorable brand campaigns. The Campari Group was founded in 1860, and is now the sixth-largest player worldwide in the premium spirits industry.