One conversation with Andrea Sengara and you’ll know that she’s a passionate marketer. With a desire to always learn something new to the notion that “anything is possible, together,” Andrea dreams big while keeping herself grounded in delivering results. From early roles with Bacardi and Diageo to going to work for Sean “Diddy” Combs himself, Andrea’s built an expertise in both spirits and authentic relationships. Today, see how’s she’s taking that experience to innovate across e-commerce, omnichannel and entertainment for Moët Hennessy’s portfolio of brands.
How did you get to where you are today?
There are many contributing factors to how I got where I am today. The first is a fearlessness to pursue my dreams and a willingness to take risks, coupled with a desire to learn. I seek out opportunities that will push me in different ways, forcing me to continue to grow.
"No one achieves anything alone in our business."
Secondly, a focus on building trusting relationships as the foundation for high-performing teams, creating a tight group united in achieving a common vision together. My leadership purpose is that I believe anything is possible, together. No one achieves anything alone in our business. A third key factor is delivering results. In marketing, our “to do” list is endless, but we must prioritize the key initiatives that will deliver the step-change results to our agendas.
What’s currently happening in marketing that most excites you and how is it changing the future of the industry?
I'm excited about the possibilities that a more data-driven environment can unleash in connecting consumer experiences across channels, taking the concept of omnichannel to the next level: channel-less.
As a purpose-led brand builder at heart, I’m also excited to see many more brands embracing this approach, standing for something much larger than their immediate benefits, a broader purpose in consumers’ lives to create deeper, more lasting emotional connections. I’m especially motivated when I see brands taking it a step further, becoming activists—standing in the truth for their brand purpose like Nike has done with their “Dream Crazy” campaign, unafraid to potentially turn people off their brand by bringing attention towards a cause in line with their purpose.
What's one of the biggest marketing challenges you’re facing right now?
"We have a big focus on internal up-skilling and demystifying complex areas that are rapidly evolving..."
Driving change and transformation is a significant undertaking. While it’s exciting to inspire the organization behind big new ideas that could be critical future drivers, in leading the marketing centers of excellence at Moët Hennessy, we ensure everything we propose enhances brand and business value while minimizing risk. We have a big focus on internal up-skilling and demystifying complex areas that are rapidly evolving due to shifting consumer behaviors. We're proving new opportunities for growth through smaller-scale test and learns.
What are you working on now that's innovative?
Moët Hennessy is about crafting experiences, as such, we are constantly looking for new and unique ways to provide extraordinary experiences for our consumers across all touchpoints. Our goal is to leverage technology to better bring to life the unique brand purposes across our portfolio, including Veuve Clicquot, Hennessy, Moët & Chandon and Belvedere, to name a few. We have been exploring how augmented reality can enhance consumer and customer events, as well as how immersive and interactive digital content can drive increases in consumer engagement.
What outside innovations are you most excited about right now?
I'm excited about the changing face of entertainment and content with consumer consumption habits evolving significantly… For example, soon Jeffery Katzenburg and Meg Whitman will launch their new mobile-first entertainment streaming video service Quibi that is an excellent example of a truly consumer-first innovation. It’s entertainment meant to be viewed on your phone told in short intervals with minimal interruptions. I think we will continue to see many innovations emerge in this space as content creators and media providers test different formats with consumers and brands.
How do you continuously develop the talent on your team?
"I have an “always-on” approach to coaching and talent development..."
I have an “always-on” approach to coaching and talent development and work to create an open and trusting space for my team to grow. In my experience, people are interested in receiving more frequent feedback. … While I have extremely high expectations and push my team beyond what is comfortable, I have also received feedback that this has been genuinely appreciated, as it has forced them to honestly assess their priorities and key areas of strengthens and development, leading to a step-change in performance.
What’s the best advice you’ve ever received?
"Build trust. You cannot achieve anything without trust.” It’s simple, but powerful and has shaped how I approach my business relationships. I have seen business partnerships thrive when they have it, and be exceptionally challenging to navigate at all levels when they don't. At the end of the day, we work with people and how you choose to engage and interact with them will have a direct impact on the quality of the work, the team and the results.