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Careers at Bacardi

Angel's Envy Regional Field Marketing Manager – Northeast USA

Job Name

Angel's Envy Regional Field Marketing Manager – Northeast USA


United States of America


New York, NY


Marketing - Communication - PR

Reporting Line:

Director of Field Marketing – Angels Envy  

Job type:

Full time

Lead recruiter:

Kimberly Lowery

About the role

Your Opportunity

Responsible for leading the long-term development of the brand within the East region, by ensuring the execution of the brand’s commercial goals and optimizing the impact of the brand's advocacy strategy.

In this role you will be the Brand Expert for your region by facilitating the execution of the Brand Plan with BUSA and Distributor counterparts.  You will be driving the brands strategic performance within your region through commercial engagement with both BUSA and Distributor sales teams in local markets.
  • Responsible to deliver key sales and brand targets for your region.
  • Execute brand programming outlined in the Integrated Activity Plan (IAP).
  • Work with distributor and BUSA commercial teams to develop plans that will deliver annual goals and execution of tactical priorities.
  • Lead and mentor Whiskey Guardian advocacy team for the region. 
  • Expected to manage multiple tasks across functions simultaneously. Strength in communication across channels is crucial in order to ensure the short and long-term brand strategy is executed across the region.
  • Aid in the creation of new activations and programs by having a founder’s mindset continually focused on ways to improve existing platforms and create new methods were needed.
  • Consistently coordinate and plan with state field teams regarding brand strategy, operations, programming, and advocacy activity.
  • Develop tactical plans driven by industry insights and analytics. Think strategically and know your business.
  • Oversight, tracking and review of local market budgets and establish Whiskey Guardian budgets and expectations by individual monthly
  • A strong sense of accountability and “attention to detail” is essential.
This role is varied and while based in a home office, a large percentage of your time will be interacting with the local market team members as well as key Customers.  As a result, you can expect to be travelling extensively to stay connected to all stakeholders.


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

Drive results & excellence in execution
  • Ensure proper execution for the allocation model is adhered to across regions/channels. 
  • Execute “narrow and deep” strategy to create long-term Brand relationship with consumers.
  • Work with commercial teams to understand Whiskey Guardian Program goals and any other marketing execution priorities (i.e. Advertising plan tactics).
  • Ensure distributor partners are aware of the local advocacy activations via bi-monthly communication (recent successes, planned activities, updates).
  • Develop prioritized key account and target account plan to include trainings and promotional events (menus always).
  • Lead and organize blitzes in markets once agreed upon with commercial teams. Ensure plans are aligned with Angel’s Envy strategic initiatives.
Lead & mentor the whiskey guardian advocacy team
  • On-Board and train all new Whiskey Guardians and follow up with a full work plan with within 60 days.
  • Get Whiskey Guardian acquainted with Sales team, distributor reps, prioritized key and target account lists, etc.
  • Review Whiskey Guardian activity reports against distributor reports (depletions, placement etc.) to ensure funds are being used effectively over a period of time.
  • Ensure Whiskey Guardians are fully capable of presenting all brand USPs and vision as well as category training in a consistent and effective manner with or without supervision.
  • Provide ongoing and consistent identification of candidates for Whiskey Guardian and promotion reps.
  • Keep close track of depletions against specific accounts, monitor business before, during, and after investment.
Market Execution
  • Regularly assess & analyze budget spends and quickly course correct bad investment decisions.
  • Be present to your markets and with the field sales teams at BUSA and distributor level. Conduct regular “work-withs” alongside both supplier and distributor personnel.
  • Hold monthly and quarterly meetings to evaluate territory and channel programming and ensure resources are leveraged against the right opportunities.
  • Ensure tight collaboration with key distributor personnel, to leverage promotional activity for incremental sales.
  • Review local programming - understand distributor incentives and local funding – be sure the Whiskey Guardian teams are clear on distributor programs and priorities.
  • Maintain local market knowledge through communication and in market visits
Proactively provide actionable market feedback
  • Build both monthly and quarterly business reports 
  • Track and monitor retail pricing both internally and within the category
  • Collaborate with other Region Marketing Managers to develop a system for sharing best practices and key learnings across markets
  • Program impact and effectiveness – pros, cons and opportunities
  • Our Competitors – best examples and opportunities

Skills and Experience

The Skills & Experience needed to create your legacy
  • 3-5+ years sales experience in a leading FMCG company at a state or channel level within the beverage industry
  • Bachelor’s Degree in Business or equivalent
  • Demonstrated capacity to communicate and work effectively across functional groups/departments
  • Experience of developing and mentoring direct reports
  • Proficiency with MS Excel, PowerPoint, and related applications
  • Ability to apply business experiences across multiple product lines and/or channels 
  • Aptitude to think creatively and strategically and translate strategy into operational tactics.  
  • An independent mindset, valuing collaborative decision making, capable of championing ideas with confidence
  • Excellent presentation, organizational, analytical, interpersonal and written/oral communication skills
  • Proficiency with Diver software, MS office and related applications.
  • Must have a valid driver’s license with a satisfactory driving record.
  • Proven track record of creating compelling and successful sales presentations tailored to customers as well as the ability to effectively communicate programs to Field Sales team
The following experiences are preferred:
  • Experience in the Spirits Industry (Whiskey is a distinct advantage) 
  • Experience in distributor sales or management
  • Experience in on premise advocacy

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.