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Careers at Bacardi

Brand Manager

Job Name

Brand Manager






Marketing - Communication - PR

Reporting Line:

Marketing Manager

Job type:

Full time

About the role

Your Opportunity

This high-profile role offers an exciting career opportunity in the strongly growth Gin category market. 

This role will be responsible for the whole marketing activities, from strategic planning through to execution and delivery of portfolio growth. You will be expecting to expand the responsibility to other premium white spirit brands in the future.

About You 

As brand manager, you will be responsible for Bombay Sapphire Gin, working closely with Japan Marketing team, Japan multi-function team (e.g., Commercial,  Strategy Insight & Analysis, Finance, and Logistics), and the key stakeholder in region in this role. Also working closely with distributor through Commercial team to plan and execute the marketing communication of the brand you have been assigned to. Your ability to manage multiple projects at any given time, and work with a diverse team in the international organization will be the key.

You are self-starter, can collaborate with multiple internal teams and stakeholders as well as have learning agility to timely update marketing & digital area. You will contribute to a strong and innovative our culture pillars (“3F”) as we grow at a rapid pace.


With our Consumer at the heart, your key focus will be to:
  • Manage brand P/L for responsible brand working with finance team.
  • You will lead strategic brand planning process for Bombay Sapphire Gin brand and create the Action Plan for the next fiscal year and long-term strategy.
  • You will lead the development of brand positioning, marketing themes, communication strategies, and new product launches, to grow the brand you are looking after.
  • You will lead planning and execute consumer communication and advertisement activities to drive brand equity.
  • You will be monitoring / reporting the brand marketing activities based on “3E” [Execution, Effectiveness, Efficiency perspective to make sure if the investments are bringing back appropriate return to the organization.
  • You will lead projects to activate brand content programs or partnerships to enhance our marketing capabilities.
  • You will be overseeing the development and the distribution of marketing materials.
  • You will be working closely with sales, trade marketing and distribution partner to execute the marketing plan with creativities / uniqueness.
  • You will be conducting research with research analyst to define targeted customer segments and determine the key insights that drive purchasing behavior for today’s consumers.
Measures of success:
  • Annual plan and long-term brand strategy approved by key stakeholders.
  • Achievement of key execution targets and key measures of digital activation for responsible brand.
  • Delivery of target consumer awareness & familiarity increase for responsible brand.
  • The success will be measured by brand P/L, brand equity growth and other relevant business performance

Skills and Experience

The Skills & Experience needed to create your legacy
  • Learning agility to timely update marketing skill and business skill.
  • 5+ years of experience in the brand marketing or consumer marketing in FMCG, luxury industry. Most lately, the experience of all aspects of brand management (from consumer content to in-store execution).
  • Excellent ability to develop marketing vision and drive value adding insights.
  • Organized and determined persistent person.
  • Good coordination and communication skills.
  • Native in Japanese and fluent in English (Business Level) as necessity.
The following experiences are preferred:
  • Strong at numbers, e.g., Consumer data, Financial, Market data, and etc.
  • Experience in working with global team.
  • Trade / customer marketing experience in on-trade / off-trade.
  • Experience in developing and executing marketing plans with sales to scale the brand business.
  • Bachelor’s degree or equivalent
Functional Excellence
  • Fearlessly perseveres in overcoming obstacles and setbacks by taking swift and efficient action and share best practices.
  • You are a motivator and continuously challenge yourself and your teams to achieve the best results possible.
  • Demonstrate the drive, initiative and tenacity required to define winning at Bacardi.
  • An independent mindset, valuing collaborative decision making, capable of championing ideas with confidence.
  • You are the self-starter, having the growth behaviour, and enthusiastic to your role.
  • A natural relationship builder with the capacity to engage diverse stakeholders.
Leadership Excellence

Living our Values and demonstrating high Learning Agility will be fundamental not only for success in this role, but also for potential growth to other roles across Bacardi in the future. We have a clearly defined Leadership Excellence framework, and you will be expected to be a role model of all 6 elements:
  • Focus Externally to Win 
  • Drive Execution & Results
  • Lead Strategically & Know your Business
  • Make the Matrix Work
  • Lead by Example and 
  • Develop and Inspire Talent

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.