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Careers at Bacardi

Commercial Capability Manager (Dubai)

Job Name

Commercial Capability Manager (Dubai)


United Arab Emirates





Reporting Line:

Commercial Devlpt Director AMEA 

Job type:

Full time

Lead recruiter:

Kelly Scarfe

About the role

As the AMEA Commercial Capability  Manager, you will be accountable for creating value through building Bacardi’s commercial capability to execute with excellence across core markets within  AMEA 

  • You will be an integral part of the AMEA  Commercial and Customer Marketing TEAM  and work closely with them and  3rd parties to identify, prioritize and build  the Commercial capability agenda to support delivery of the  Commercial strategy in our core markets .
  • You will lead the development and delivery of commercial capability building programs .  You will embed best in class capabilities by delivering an effective, sustainable approach.
  • You will be responsible for implementing the Global sales tools that will equip our sales teams  and selected 3rd party distributors to win in the marketplace.
  • You will coach and enable  commercial line managers to take accountability of the commercial capability program with their teams ,and with the teams of their distributors 
  • You will be accountable for achieving measurable improvement in market level Commercial capabilities and performance as measured by KPIs  scorecard and Commercial capabilities assessment for the markets you support.  
  • You will deliver measurable value through excellent execution of specific Commercial Way programs in your market (e.g.,universe mapping and segmentation, Pictures of Success, Winning in the On-Premise, Route-to-Market (RTM), Winning with Retail Customers, Advocacy effectiveness ,  and Bacardi Distributor Way).
  • You will support implementation of RTMs changes and optimization , through well adapted commercial capability programs 
  • You will support key new commercial projects development, such as  Future Ready projects , in order for AMEA to achieve its 2030 vision   
  • You will behave as a challenging commercial  partner to the commercial team and the Area Manager , in order to  achieve their business objectives 

This role is varied and while based in the Dubai office, a large percentage of your time will be interacting with the local market teams.  As a result, you can expect to be travelling to stay connected to all stakeholders.


Commercial Development tools management 
  • IAP : work with customer marketing team and markets to optimize KPIs relevance per activity – monitor IAP execution and KPI achievement – Organize quarterly IAP execution meeting with markets and Customer Mkg  and report progress 
  • Channel Planning 
  • Picture of Success : Support the markets in producing their tool – Drive reporting and dashboard - 
  • Distibutor Connect  advanced and light versions 
  • IWSR  Categories / markets monitoring and analysis
  • Advocacy M&E drive and  dashboard 
  • Share and steal any tools from other clusters in the Group , adapting to deliver effective commercial tools supporting our front line teams in reaching their IAP and strategic objectives 

Future Ready project management  & implementation 
  • Martini 0.0
  • Maestro & Incubation 
  • Advanced RTM  
  • Winning in On Trade 
Develop talent and Capability 
  • Support the annual assessment of the Cluster Commercial capability and 3rd party distributors for action planning 
  • Deliver quality training to local sales, customer marketing teams and distributor partners  ( special focus on PoS, RTM, WOT, WOFT, Maestro,) 
  • Ensure assets available and appropriate for the commercial & customer Marketing teams
  • Establish and own local market tracking to monitor  success and impact of local training interventions 
  • Knowledge sharing of commercial best practices  
  • Supports effective matrix working as a single Bacardi team
  • Drive One Bacardi commercial advanced induction 

Skills and Experience

To be successful in this role you will have/be: 
  • Background of commercial and trade marketing in FMCG company, with track record of performance  
  • Field Sales management experience 
  • Solid On-Trade experience and understanding
  • Experience in driving channel planning 
  • Exposure to best in class  Capability programs  in an organization where commercial capability and understanding of what great looks like was a key strength
  • Experience in  an industry  with strong 3rd party distribution channel (e.g. drinks, confectionary, snacks) 
  • Proficiency in English   
The following experiences are preferred:
  • Experience in Spirits and/or Beverage industry 
  • Experience in customer marketing

Be self-motivated, focused and persistent
Entrepreneurial Spirit & sense of ownership
Strong communication and influencing skills 
Dealing with people with a positive, patient and assertive approach
Proactive and fast – Can do attitude
Organised and confident. 
Well-structured problem analysis & approach
Able to communicate well across different cultures and develop relationships. 
Comfortable working with figures.
Team-working skills are vital.
Transparency & Trust
Factual and analytical reporting way 
Learning on the Fly -- Should be able to learn and employ new skills quickly. 
Able to multi-task.

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.

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.