Skip to content


Careers at Bacardi

CPA Premium- Temporal

Job Name

CPA Premium- Temporal






Marketing - Communication - PR

Reporting Line:

Customer Marketing Manager

Job type:

Full time

Lead recruiter:

Irene Castro

About the role

As CPA Premium you will be accountable for delivering Brand performance targets in Portugal and driving value creation for our Company. You will be part of the Customer Marketing team in Portugal and will be responsible for the local Integrated Activity Planning (IAP) process for Bombay, Grey Goose, Patrón and Incubation Brands ensuring that excellent execution is
at the forefront of all our consumer & customer facing activity, in order to deliver the Brand performance targets.

You will be responsible for planning in alignment with Sales team, and the execution of Consumer & Customer programs and assets to drive effective, local activation. In this specific role, you will be both responsible for the Consumer and Customer part of the brands involved, ensuring that all Above – and Below The Line activities will be carried out as specified in the brand plans.

You will develop the plans according with local market needs and will work closely with Iberia assuring the alignment on Consumer and Customer Marketing plans, in order to have a cohesive approach to planning & execution and also coordinating internally with Finance, Sales, Supply and Advocacy to ensure consistent, effective & efficient execution.


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

Full Consumer and Customer Marketing accountability for these brands:
For these assigned brands,

Consumer, shopper and customer understanding
  • • Partner with Consumer & Commercial team to build deep understanding of the target consumer and shopper for the brands in order to tailor local execution of Brand activities effectively
Category & brand strategy and activity planning
  • Provide Country input into the definition of the “Core Consumer Challenge” and “Jobs To Be Done” in the Cluster Integrated Activity Plan (IAP)
  • Manage IAP process and accountable for the overall execution, assuring effective deployment of Brand A&P by activity & channel in-market
  • Work closely with Cluster Category team and Local Sales teams to extend the Cluster IAP into a Country brand plan, with appropriate tailoring of Cluster assets and programmes to local activation needs
  • Define the whole activity plan with effective deployment of Brand A&P by activity & channel in-market, based on global guidelines and existing assets
  • Work closely with Sales teams to make sure you cover the right activation needs and implement efficiently
  • Assist Sales Managers to develop strong customer partnerships that drive bespoke Brand Activation
  • Participate to the Picture of Success vision of your brands to define how we show up at the Point of Purchase and support implementation of the POS including measurement of impact and value driven by the program
  • Assure local implementation in line with IAP and according with Brands toolkits, of a variety of customer-focused materials and programs to ensure we win at Point of Purchase (POP)
Integrated brand communication
  • Leads in-market execution and implementation of all consumer and trade facing elements of the Country brand plan
  • Work with Cluster Category teams to ensure Brand assets are appropriately tailored for local activation in-market
  • Work with Cluster Experience and Engagement team to ensure that all brand content programmes and partnerships they develop are activated and commercialized effectively in-market
  • Executes experiential events, PR event, press office, social media and influences Marketing and advocacy activities consistent with the plan in collaboration with the Cluster Brand Ambassador.
  • Leads localization of brand communications plan, including local planning & buying of media with agency partner
  • Ensure that all brand assets developed in the Country adhere to Global Brand guidelines and local social responsibility policies and regulations and always follow the Bacardi Marketing Way best practice
Business performance management
  • Accountable for delivery of Brand performance targets in Country (revenue, profitability, share, equity)
  • Apply Cluster Channel Strategies to the Country that optimize channel mix and through the IAP process are converted into winning value propositions that unlock customer support in On- and Off-Trade
  • Embed the Picture of Success framework as the way to bring to life our Category & Brand visions and define how we “show up” at the Point of Purchase; deploy the Picture of Success to customer teams
  • Ensure measurement and evaluation (M&E) plan in place on all brand activities in Country
  • Rigorously manage brand A&P budget, as assigned to you by your Cluster Category Director, in order to minimize costs and optimize returns on investment
  • Actively monitor Brand KPIs and provide guidance on corrective action to achieve agreed objectives
Creating a winning team
  • Work with Customer Marketing Manager to build a sense of Community across the team
  • Support and facilitate effective matrix working across Cluster and Country
  • Align the team behind challenging targets that create a culture of executional excellence

Skills and Experience

The Skills & Experience needed to create your legacy
  • Brand management experience in progressive roles, leading different Marketing projects with at least 5 years of experience
  • Experience multiple specialty areas: digital, innovation, promotions, events, media, etc.
  • Verbal/written skills at all levels in an organization; ability to generate meaningful presentations
  • Degree and/or professional Marketing qualifications
  • Fluent command in English and in the Country spoken language
  • Strong analytical and organizational skills
  • Excellent communication and teamwork skills
  • Results-driven attitude
The following experiences are preferred:
  • Experience in Spirits and/ or Beverage Industry is a distinct advantage
  • Experience in additional functions beyond the ones listed above
  • Commercial and/or Customer Marketing experience
Functional Excellence

Additional skills:
  • Ability to work under pressure and to deal with ambiguity
  • Comprehension of competitive market for brand and Category in the Hub and how to use available data to develop initiatives to grow the brand
  • Remains abreast of legal regulations in the industry for the Country

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.