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Careers at Bacardi

Advocacy Team Leader, INDIA

Job Name

Advocacy Team Leader, INDIA







Reporting Line:

Advocacy Manager AMEA

Job type:

Full time

Lead recruiter:

Reshma Bara

About the role

Your Opportunity

As Trade Ambassador, you will be the visible image and face of your brand through consumer, trade partners and digital channels. Working in collaboration with the brand marketing and sales team, you will play a critical role in spreading the brand message and developing long lasting relationships with consumers, on-trade personnel, and distributor partners. With a solid understanding of bar business operations, you will have credibility in your region and coach on ways of winning. You should be extremely passionate about Bacardi brands and instilling the same passion to on-premise mixologists through various advocacy sessions.


With our Consumer at the heart, your key focus will be:

Roll Out Global Assets:
  • Adapt and translate global Advocacy assets and roll them out to our ambassadors across the region; this will include training them to deliver these assets.
  • Advocacy Planning: Assist in the setting of market’s Advocacy KPIs, including discussions on where to play and ambassadorial resource allocation.
Measurement & Evaluation:
  • Manage the monthly and quarterly measurement and evaluation through the Advocacy KPIs reporting process, including Ambassadors Social Media KPI reporting.
  • Assist the Regional AMEA Advocacy Manager/Director with key Advocacy platforms such as Primo Advocacy
  • Develop new Advocacy programs and processes for our brands, in line with trade and market needs – among these is the development of a digital Advocacy KPI measurement app.
  • Assist markets and Local Ambassadors with Advocacy related issues, including advocacy planning, trade shows, masterclasses and seminars, market visits, sharing of Advocacy best practice, etc.
  • Develop strong relationships with key influential trade leaders helping to drive recommendations for our brands amongst the Trade.
  • Support markets where BACARDI Brands are a core BMC as a Regional Ambassador (approximately 10% of role)

Skills and Experience

The Skills & Experience needed to create your legacy:

Bartending & Education Skills:
  • To share Advocacy programs with Ambassadors are ensure they execute them with excellence & to activate internal & external advocacy programs such as Primo Advocacy, Trade Show Seminars, etc.
Project Management:
  • Developing new Advocacy programs from idea to implementation and then to conduct an efficient measurement & Evaluation (M&E) to understand learnings that can be reapplied or rolled out.
Connected To The Industry:
  • To identify trends, opportunities and best practices from the industry or other market that can be adapted and applied to LAC to make our Advocacy programming stronger.
Commercial Skills:
  • To help the development of Advocacy Plans across the markets and consult with markets to help drive their business forward.
  • A sufficient level is required to understanding global communications / materials

Personal Qualities
  • Truly Understand Advocacy: Recognize the value of Advocacy as a brand desire building function, rather than a transaction generating tool.
  • Passion: Not only is it necessary to be passionate about our great portfolio of brands but to be able to inspire that passion in Primos and external stakeholders across the region
  • Story Building and Telling: Developing Advocacy assets is about understanding how to build and tell stories in the most engaging way for your audience, adapting your story as your audience changes.
  • Proactivity: The onus must be on you to identify the best opportunities to develop the advocacy function and come up with advocacy programs to cut through the clutter and make the trade fall in love with our brands. 
  • 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 are 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

Our culture

We share the passion and entrepreneurial flair of our founder and are guided by our three culture pillars - Fearless, Family and Founders, they inspire our Primos to be the best they can be and drive us forward in all we do. But what does this mean?

·       Being Fearless; means adopting an agile mindset, being comfortable trying new things and taking risks. We are empowered to question, challenge and innovate.

·       Family; We treat each other, and our communities, like Family. Always.

·       Founders; The spirit of entrepreneurship is at the heart of everything we do. We see the business as if it’s our own. We do the right thing for the business and we all take accountability for our work.

When you join Bacardi, you become part of our family and gain more than just a job.

Disclaimer: Bacardi is an equal opportunity employer that values workforce diversity. Diversity is core to our business: by embedding diversity into all aspects of our culture, we maximize the opportunity to achieve sustainable business success and growth. The duties and responsibilities described in the role profile might not be a comprehensive list.