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Careers at Bacardi

Category (Marketing) Director, MARTINI, Eastern Europe & East Asia-EEURA Region

Job Name

Category (Marketing) Director, MARTINI, Eastern Europe & East Asia-EEURA Region






Marketing - Communication - PR

Reporting Line:

Marketing Director, EEURA

Job type:

Full time

Lead recruiter:

Diane Alexis Mueller

About the role

Your Opportunity 

As the Category (Marketing) Director, MARTINI for EEURA, you are responsible for leading (direct and indirect) a team of nine Primos to deliver Category performance targets in the region, driving value creation for our company. You will be creating the legacy of the Bacardi company and driving critical decisions that will significantly impact the presence, positioning, and performance of the brands in your Category. You will contribute to the strategy, planning, and execution of communication, platforms, and activations for the brands in your Category in the region in partnership with the Global brand team & Regional Marketing Director.

About You 

As a senior marketing leader in the region, you will   role model on the following competencies and capabilities: Making the Matrix Work / Managing Vision & Purpose / Strategic & Commercial Acumen/ Strategy / Cross-functional Collaboration / Leadership Presence / Inspire & Develop Talent / Building Effective Teams / Influencing Skills / Communication Skills / Authenticity & Interpersonal Savvy / Striving for Excellence.  


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

  • Consumer, shopper, and customer understanding
    • Build a deep understanding of target consumer & shopper occasions 
    • Ensure a ‘consumer at the heart’ approach in designing & deploying brand communication, platforms and activations across markets
    • Identify relevant product innovation opportunities, inspired by a  ‘consumer at the heart’ thinking, working in close collaboration with the global brand team and markets, translating it into a long-term innovation pipeline
  • Category & brand strategy and integrated activity planning
    • Actively consult on and guide the global brand strategic plan on portfolio choices, geographic choices, A&P allocation and Innovation pipeline to secure the needs & opportunities of the Region
    • Actively consult on and guide the global consumer driven strategy for brands (positioning, strategic imperatives, communication assets and brand platforms) 
    • Define and communicate the strategic imperatives for their Category/Brands in the Region, in line with global strategy, at the start of the annual Integrated Activity Planning (IAP) process
    • Support the markets in defining portfolio choices & investment levels
    • Support the market in building their annual plans including their brand ‘vision to action’ comprising of the core consumer growth challenge, jobs to be done, and activities
    • Lead the development of regional brand toolkit providing markets with BTL assets and solutions on how to bring the brand idea and campaign to life within the channel. Also lead development of other toolkits like Experiential if relevant & required by markets.
    • Support the markets in optimising A&P investments, through rigorous M&E, and sharing of best practices, ensuring adequate investments into brand desire building activities
    • Ensure regional consistency and global compliance on how the brand is built across markets (e.g., BVI)
  • Brand idea, campaign & communication assets, and platforms
    • Actively consult on and guide the global campaign and communication assets development
    • Actively consult on and guide the global brand platforms development including global partnerships
    • Ensure the successful adaptation and translation of global brand idea, campaign, assets, and platforms into key markets
    • Ensure the creation of local digital communication assets are compliant with global brand positioning framework
    • Ensure all BTL assets and solutions as provided in the regional brand toolkit are in compliance with global brand positioning framework
  • Business performance management
    • Accountable for delivery of Category performance targets in the Region (revenue, profitability, share, equity)
    • Shares accountability for the Category P&L with the Global Brand VPs and Country Managers
    • Monitors Category monthly performance and takes corrective action as required
    • Monitors execution of the annual plan monthly and takes corrective action as required
    • Ensures M&E for minimum 80% of the brand activities to identify, codify, accelerate & share proven growth drivers
  • Creating a winning team 
    • Orchestrate effective ways of working within and between the Global, Region and Country marketing teams
    • Work with the Region and Country Category team to build a shared sense of vision & priorities
    • Ensure close collaboration with other functions both in the Region and in the Countries
  • Developing talent & capability
    • Take responsibility for career growth and progression of the team
    • Lead primo performance reviews and ensures development plan in place
    • Input into regional talent discussions & decisions related to the team 
    • Lead primo engagement and belonging @ Bacardi
    • Drive functional capability development of the team 

Skills and Experience

The Skills & Experience needed to create your legacy
  • Proven experience in building global brands, delivering outstanding performance, growth and equity in a matrixed environment  
  • Deep knowledge of consumer and markets in Eastern Europe and East Asia countries; multicultural and multi geographic experience preferred
  • Demonstrated ‘thought leadership’ in the field of marketing with proven experience on new tools for brand building, e.g., Digital
  • Skills required - Making the Matrix Work / Managing Vision & Purpose / Strategic & Commercial Acumen / Strategy/ Cross-functional Collaboration / Leadership Presence/ Inspire & Develop Talent / Building Effective Teams/ Influencing Skills / Communication Skills / Authenticity & Interpersonal Savvy / Striving for Excellence.  
  • Fluent in English 
Personal Qualities

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, as a senior leader to be a role model of Bacardi culture.

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.