Brand Manager Bacardi West Cluster

YOUR OPPORTUNITY

YOUR CHALLENGE

Bacardí is a key brand in Europe and for the West Europe Cluster as it supports Bacardi-Martini BEST10 vision to be the world’s leading premium spirit’s house. Distributed widely in both the On- & the Off-, Bacardí is the #1 spirits brand in The Netherlands and intends to reinforce its positions in the next years.

As Brand Manager Bacardí West Cluster , you will be responsible for delivering the brand performance targets in the Cluster.

The Netherlands will be a key focus for you (must-win market), with strategic project responsibilities that will help accelerate the growth in years to come, including a focus on leading RTD (ready to drink) strategy & execution to grow this innovation into a corner stone of our portfolio. You will be responsible for the brand building and commercial execution across The Netherlands, Belgium and potentially other countries in the future, building a mix of Cultural, Occasional, and Functional relevance while acting as a key leader for the detailed AVQPAP delivery of the brand.

You will act as the "General Manager" of the brand, being accountable for driving equity, crafting & executing portfolio & channel strategy, delivering profitable financial performance, and ensuring we win market share across key markets in the cluster. You will work in close collaboration with Market/Cluster, Regional, and Global teams.

Joining the European Bacardí Team, you will be part of a strong team that shares both successes & failures, with a continuous improvement positive mindset. In the West Cluster, you will be working hand in hand with the Bacardí Brand Director, Customer Marketing Managers for your respective markets, this partnership will be key to secure best-in-class execution in the on- and off-trade channels.

The role is based in Rotterdam.

ABOUT YOU

You are a passionate marketer with an entrepreneurial mindset excited by driving breakthrough performance. You have a strong bias for action and know how to balance a sense of urgency with an eye on the long term in a way that enables you to demonstrate a relentless focus on enabling the delivery of business results.

You are a great team player; you inspire those around you while building strong relationships across all levels of the organization. Open to new ideas, you challenge conventions and navigate ambiguity with ease.

You are a compelling storyteller, have a strong public presence and interpersonal skills that promote positive relationships with agencies, customers, and internal stakeholders.

You have strong business acumen, a results-driven approach, and the ability to understand short and long-term business needs.

KEY ACCOUNTABILITIES AND RESPONSIBILITIES

Consumer, shopper and customer understanding

• Builds deep understanding of target consumer and shopper groups to inform Brands strategic & operational planning and optimize the deployment of brand assets
• Develops, in partnership with Insights team, a robust situation assessment for the brand in the assigned markets as input into the annual integrated activity planning process
• Supports the regional Innovation Strategy to identify consumer, shopper or customer opportunities in the assigned markets which can be addressed through new product innovation.
• Build strong data driven relationships via audience precision targeting, personalized, adapted content and experiences to effectively address consumer needs, driving point of differentiation and value for the brand.

Brands strategy and activity planning

• Actively consults on and guides European strategic planning on portfolio and geographic participation strategy and A&P budget allocation
• Defines Brand Jobs To Be Done for Bacardí and participates in the prioritization of overall European Jobs to Be Done at the start of the annual Integrated Activity Planning (IAP) process
• Define short-mid-long-term growth plans, strategic priorities, implement global pricing strategy and methods for measuring and evaluating A&P spend effectively
• Recommends and secures alignment on how to allocate assigned Brands A&P by activity in order to optimize returns and achieve the Jobs To Be Done
• Plans & builds consumer centric brand experiences in line with the approved IAP (Integrated Activity Planning) that deliver seamless consumer & shopper journeys using the available ecosystem: creating & execution BTL platforms & activities, supporting markets to execute at scale. 

Integrated brand communication

• Works in close partnership with the regional team, partnering to deliver projects and ensuring the Cluster’s voice is heard and considered in the strategic ATL development.
• Lead the local execution of selected global brand assets, briefing and managing execution via local agencies
• Ensures that brand assets adhere to global brand guidelines and local social responsibility policies and regulations.
• Provides brand input and partners closely with Regional & Local Customer Marketing on execution of all shopper-facing activities developed in the region, including all advocacy programs.
• Manages directly the execution of brand campaigns in the countries.

Brand Performance & Commercial Execution Management:

• Accountable for delivery of Brands performance targets in the assigned markets (revenue, EFO, profitability, share, equity). Accountability for the markets Brands P&L
• Responsible for day-to-day analysis of Bacardí business performance in key markets partnering with the local Sales, Customer Marketing and Operations teams in owning and providing recommendations.
• Defines, establishes and monitors specific channel & individual SKU targets against the AVQPAP fundamentals in collaboration with sales leadership.
• Ensure clear M&E for 80% of total investment, identify & prove-out growth drivers to scale in service of the roadmap
• Works closely with finance and RGM teams to optimize the value chain and provide guidance to the sales teams on commercial agreements.

SKILLS – THE SKILLS AND EXPERIENCE NEEDED TO CREATE YOUR LEGACY

TO BE SUCCESSFUL IN THIS ROLE YOU WILL HAVE/BE:

• Minimum of 3 years’ experience in marketing (ideally in the spirits industry), required within the Benelux market (Netherlands preferred).
• Proven track record in developing and executing annual brand and channel strategies.
• Solutions-oriented, with a strong passion for driving and delivering results.
• Strong analytical skills, with a demonstrated ability to turn data and insights into actionable strategies.
• Excellent communicator with a talent for motivating cross-functional teams, vendors, and agencies to deliver.
• Consistent track record of executional excellence in previous roles.
• Proven success in managing complex projects involving multiple stakeholders.
• Comfortable navigating ambiguity and change in a dynamic environment.
• Languages – Fluency in English and Dutch is a must.

KEY RELATIONSHIPS AND INTERDEPENDENCIES

• Your ability to operate and orchestrate seamlessly within the matrix will be critical for your success in this role and in the function.
• Convey strategy and actions to inspire all functions across the business.
• Ability to work in close collaboration with Customer Marketing, Finance, Commercial teams
• Adapt and Exchange (reach agreement with): Sales Leadership and Marketing Leadership.
• Influence (affect change) & negotiate with: Commercial Teams, Channel Marketing, RGM & Finance, Global Brand Team.

PERSONAL QUALITIES

• Belonging: You have a strong capacity to create a culture of ‘Belonging’, where people feel appreciated for who they are, what they do, and who they can become.
• Self-Awareness: You have high levels of self-awareness, are reflective and know yourself well, understanding both your own strengths and weaknesses and your impact on others.
• People Agility: You bring a deep ability to understand and relate to people and navigate through tough situations to harness and multiply collective performance.
• Results Agility: You demonstrate consistent delivery of results in first-time situations by inspiring teams, exhibiting a presence that builds confidence in yourself and others.
• Mental Agility: You can think critically to penetrate complex problems and expand the possibilities by making fresh connections. You think strategically whilst being execution focused and bring creativity to the challenges you’re presented with.

Change Agility: You have a deep natural curiosity, desire to experiment and ability to effectively deal with the heat of change. You have a growth and learning mindset: ready to test, stumble, learn and apply from experience.

leadership agility

At Bacardi we care deeply about finding brilliant talent who can bring the following personal attributes to help elevate our 3Fs: Fearless, Family, Founder culture to the next level.

• Belonging: You have a strong capacity to create a culture of ‘Belonging’, where people feel appreciated for who they are, what they do, and who they can become
• Self-Awareness: You have high levels of self-awareness, are reflective and know yourself well, understanding both your own strengths and weaknesses and your impact on others
• People Agility: You bring a deep ability to understand and relate to people and navigate through tough situations to harness and multiply collective performance
• Results Agility: You demonstrate consistent delivery of results in first-time situations by inspiring teams, exhibiting a presence that builds confidence in yourself and others.
• Mental Agility:  You can think critically to penetrate complex problems and expand the possibilities by making fresh connections. You think strategically whilst being execution focused and bring creativity to the challenges you’re presented with
• Change Agility: You have a deep natural curiosity, desire to experiment and ability to effectively deal with the heat of change. You have a growth and learning mindset: ready to test, stumble, learn and apply from experience

Disclaimer: Bacardi seeks talent from all backgrounds to bring diversity of thought, agility and capability to our organization across the globe. We promote a working environment where all employees are treated and rewarded fairly. We do not tolerate any form of discrimination that adversely affects individuals or groups on the basis of national origin, race, color, religion, sex, gender, sexual orientation, marital status, disability, age, and any other legally protected aspect of a person's identity.