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Careers at Bacardi

BLT Program Manager - Bombay, Grey Goose and Patron

Job Name

BLT Program Manager - Bombay, Grey Goose and Patron






Marketing - Communication - PR

Reporting Line:

BD Bombay

Job type:

Full time

Lead recruiter:

Janine Meinema

About the role

Your Opportunity

This role will take leadership of Bombay, Grey Goose and Patron BTL programs, but work hand in hand within the wider team to create truly integrated plans and executions.

In this role you will be responsible for leading the regional Integrated Activity Planning (IAP) for Bombay, Grey Goose and Patron and developing leading purchaser marketing programs and toolkits that serve customer and consumer needs to ensure we win at the point of purchase/consumption. Together with your Regional Brand Director you will deliver integrated customer and consumer programs that consistently deliver brand growth in short and long term. 

You will focus on resetting the BTL investments, reducing local workload through big bets identification & increased communalities,  diversifying channel opportunities, digitalization, beating competition in new occasions and taking maximum advantage from new product innovations. 

You will play a critical role in aligning senior regional & market stakeholders behind your plans ensuring we have a cohesive approach to planning, execution & evaluation.

You will drive strategic alignment of your BTL plans across all markets working alongside the local Head of Commercial Planning & Activation (CPA) and CPA Managers to ensure local considerations are incorporated ensuring effective delivery of “one IAP” that gets executed at scale.

You will build a strong collaboration with your Operation Centre(s), our Regional Channel Marketing, Insights, Finance, Procurement, RGM, Supply & Operations, Legal, Advocacy, Digital Transformation, Category-, Business and Commercial Development teams. Simultaneously you will partner with local market teams to develop BTL activity programs, assets, and sell-in documents ready in full and on time. 


With our Consumer at the heart, your key focus will be to:
  • Work with Global Brand to understand ambition, strategy, and roadmap, to turn into compelling programs for markets to scale. 
  • Leads and owns the BTL side of Regional Integrated Activity Plan (IAP) as part of Regional Vision To Action (VTA) 
  • Consults key regional stakeholders on brand/category level plans & activities.
  • Defines Regional Channel Strategy, Picture of Success guidelines and sell-in master documents for seamless field execution. o Develops purchaser marketing programs and activation toolkits including innovation launch campaigns.
  • Defines Regional Point of Sales Materials (POSM) assortment in collaboration with various suppliers & supervises local initiatives.
  • Produces activity below the line comms in collaboration with the global Creative Excellence team.
  • BTL Creative Agency management & briefing responsibility.
  • Builds a culture of Accountability through M&E and knowledge-based decision making. Aims to maximize commonalities & ROI. 
Create a winning team
  • Actively support effective matrix working Nationwide as well as coach, nurture and develop local CPA managers.
  • Helps local CPA teams to become business partners on top of delivering excellent BTL Program execution.
  • Drives effective collaboration with various Regional Expert Teams whilst learning from all other Regional BTL Programming Peers.
Measures of success
  • Make an impact… less PowerPoint slides, more stuff that serves the consumer/shopper
  • Delivery of ‘healthy’ brand growth, resetting the channel and occasion mix
  • Demonstrate understanding of the challenges in each market to create plans to deliver growth for the future
  • Lead the market execution of ‘cocktail to table’ strategy to deliver new sources of growth in partnership with cross functional CPA, commercial and advocacy teams
  • All markets clear on the tools, timings and executional details at all times, and fully supported by you. 

Skills and Experience

The Skills & Experience needed to create your legacy
  • University degree
  • 5 – 10 years relevant experience (brand management, CPA, agency side)
  • Experience of developing and creating marketing platforms
  • Proficiency in English
  • Proven track record in stakeholder management
  • Convey strategy and actions to inspire all functions across the business
  • Advanced in leading IAP process and managing cascade to the local markets.
  • Experienced in providing input and developing purchaser programs and supporting customer sell-in. Fully understands and applies
  • On- and Off-Trade channel understanding to action.
  • Advanced in engaging and motivating others to communicate plans effectively.
  • Advanced in leveraging deep understanding of consumers and customers to develop winning plans that drive brand growth. 
  • Advanced in taking strategic decisions based on knowledge of the brand, markets, industry and is able to demonstrate and engage customers with assets to deliver category proposition.
  • Remains abreast of legal regulations in the industry for the Country
  • Ability to work hand in hand with CPA and commercial teams
  • Adapt and Exchange (reach agreement with): Sales Leadership, Marketing Leadership
  • Influence (affect change): Insights, Marketing, Commercial Performance and Analysis, Sales 
  • Inspire and lead agencies to deliver world class work
  • Down to earth go getter mentality, fearless and committed to leave a legacy, always thinking 2 steps ahead 
  • Tech savvy and eager to digitally transform the craft of shopper marketing at scale 
Key Relationships and Interdependencies
  • Your ability to operate & orchestrate seamlessly within the matrix will be critical for your success in this role:
    • Regional Bombay Brand Directors
    • Regional Channel Marketing, Insights, Finance, Procurement, RGM, S&OP, Legal, Advocacy, Digital Transformation team 
    • Regional Category-, Business- and Commercial Development team. External BTL creative agency partners & international suppliers
    • Local Head of CPA and his/her local CPA Brand Managers 
    • Operation Centre
    • Global brand teams
Personal Qualities

You are passionate and self-motivated to make a positive impact on brands, markets, and teams, always having fun along the way.  People gravitate to your positive, motivating and caring personality, helping you to carve out excellent relationships, winning teams with people who want to work with/for you, and enables you to influence and deliver via others regardless of reporting line.

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.