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Careers at Bacardi

Brand Manager, Bacardi France

Job Name

Brand Manager, Bacardi France




St.-Denis, Île-de-France, France


Marketing - Communication - PR

Reporting Line:

Marketing Manager BACARDI FIG

Job type:

Full time

Lead recruiter:

Geraldine Lefaux

About the role

Your Opportunity

Get ready to become the new “Rum Guru” for France and join the dynamic BACARDÍ team!

As a country brand manager, you will be accountable for delivering BACARDI plans in order to drive BACARDÍ equity, financial performance, winning market share, as well as generating local best practices on how to win in one of the World’s biggest rum markets. You will serve as an extension of the FIG cluster and wider EUROC Brand Team, leading all Brand management activities in France. You will develop, execute & evaluate the BACARDÍ annual marketing plan that hold integrated customer and consumer programs to drive effective, local activation on your brand.

As voice of FRANCE to the FIG Cluster, European business and at a Global Marketing level, you will be part of the FIG cluster led by the FIG MARKETING MANAGER and the wider EUROC Brand Team, led by the Regional Brand Director.

About You 

You are a born Marketing Leader who places the consumer at the heart of your work. Using penetrating insights, you inspire others to execute innovative brand campaigns that push the boundaries, with your strong share hunter mentality you focus on solutions rather than hurdles to deliver commercial growth and nurture long term brand equity. Strong relationships define you and you demonstrate strong gravitas in building close partnerships across the Matrix – both within and outside our Company.


With our Consumer at the heart your key focus will be to:
  • Take, Translate, and Execute FRANCE strategy to drive Market share performance across the BACARDÍ portfolio. 
  • You will lead the in-market delivery of all consumer-facing Brand activities and partner with Customer Marketing on all trade-facing activities, as defined in the IAP, ensuring executional excellence. 
  • You will coordinate with your local Customer Marketing team and cooperating with sales to deliver maximum impact in-market and deliver annual Brand financial and AVQPAP targets and actively and provide guidance on corrective action to achieve agreed objectives (revenue, profitability, share, equity).
  • Collaborate, inspire and indirectly lead a multidisciplinary group of Customer Marketing, Experiential, Advocacy & Category Development experts to execute innovative brand campaigns that push the boundaries, inspire change and impact consumer behavior. As FRANCE representative within the FIG cluster, you drive an “All-In” culture that is based on collaboration across the matrix.
  • Contribute to building the Integrated Activity Planning (IAP) and the allocation of your brand A&P, as assigned to you by the FIG Marketing Manager in order to minimize costs and optimize returns on investments.
  • You will work with Insights to ensure we measure and evaluate the performance of all Brand activities in your Country to optimize A&P spend, ensuring clear M&E for 80% of total investment, identify & prove-out growth drivers to scale in service of the roadmap.

Skills and Experience

The Skills & Experience needed to create your legacy
  • Proven (3-5y) Marketing experience with strong brand building skills. Familiar with local & international marketing.
  • Great analytical & commercial acumen/execution skills with the ability to translate brand strategies into a tangible commercial advantage. With strong understanding of channel, price, promotional activity and through-the-line activation.
  • Share hunter mentality and focused on finding solutions
  • Gravitas to influence and manage multiple stakeholders in a complex matrix environment. Comfortable working with ambiguity & change
  • Inspire and lead agencies to deliver world class work.
  • Digitally savvy with the ability to connect people and systems in the delivery of results. Early adopter of technology.
  • Relevant experience working with OFF-trade, On-Trade, Digital Commerce and/or CRM is advantageous.
  • Languages – French & English essential
Personal Qualities
  • Authentic inclusive leader who acts with purpose and has an approachable, empathetic, open leadership style. Street smart attitude dismantling complexity, being solution oriented & strong straightforward communication skills.
  • Passionate, trustworthy & open minded forming great relationships with new customers, consumers, and stakeholders.
  • Able to balance creativity with business performance.
  • Addicted to winning, resilient, credible, able to collaborate and manage ambiguity within the matrix, calm under pressure and able to keep their team inspired and motivated.
  • Enjoy life along the way. Savor drinks & hospitality. Highly rate sustainable business initiatives

Chez Bacardi-Martini France, nous favorisons la diversité au sein de nos équipes et sommes fiers de promouvoir l’inclusion et l’égalité des chances. Chaque collaborateur(-trice) doit pouvoir se sentir à sa place, quels que soient son origine, son parcours, son orientation sexuelle, sa personnalité… La diversité de nos collaborateurs(-trices) est notre plus grande richesse. Toutes nos offres d'emploi sont ouvertes aux personnes en situation de handicap.

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.