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Careers at Bacardi

Commercial Planning and Activation (CPA) Brand Manager Eristoff, William Lawson's, Dewar's & Malts Benelux

Job Name

Commercial Planning and Activation (CPA) Brand Manager Eristoff, William Lawson's, Dewar's & Malts Benelux






Marketing - Communication - PR

Reporting Line:

CPA Director Benelux & Nordics

Job type:

Full time

Lead recruiter:

Maria Gorczynska

About the role

In this role you will be responsible for delivering excellent Integrated Activity Plans (IAP) and for delivering perfect execution of those plans for your respective brand for both the on & off trade channels. 

You will play a crucial role in working with the European Commercial Planning & Activation (CPA) Brand Manager & external agencies to develop game changing purchaser marketing programs and activities to ensure we win across the on & the off trade. 
As part of this process you will be expected to input to the Region on local needs for the Below The Line (BTL) activation playbooks they will develop, to lead agency briefings both creative & production to localise the playbook developed regionally and deliver best in class local IAP activations. 

You will be the go to person for the local commercial teams for all aspects relating to execution of the IAP activations for your brands and you will be responsible for keeping them informed & updated through the activity communications process. 

You will be a key member of the yearly plan process ensuring effective KPI setting and tracking of your brand related IAP activities and work with the Brand Manager to advise on course corrective actions if required.

You will be responsible for the local management of brand related Point Of Sale Materials (POSM) ensuring we have the right tools to deliver against the local market commercial Key Performance Indicators (KPI) , that these are used effectively and stock is managed efficiently. 

Within this role, you will be the Hard Discounters Single Point of Contact (SPOC) for CPA, responsible to ensure coordination and maximisation of all brands plan at Lidl and Aldi, in charge of build, with the support of the the Key Account Manager, the best plan to leverage at its maximum potential and to win in this winning channel. 

You will be responsible for the overall budget management of your brands. This involves a continuous follow up through Business Intelligence (BI), Supplier Relationship Management (SRM), budget phasing, Last Estimate (LE) updates.

You will ensure our focus internal selling platforms (Sales Map, Picture of Success) are updated on a regular basis providing sales with the best tools to deliver against their KPI’s.
The nature of the role will mean the majority of your time will be spent within the local market. Minimum 1 day/week will need to be spent in the other Country (NL) you are responsible for and travel to Luxembourg will be required. Off trade visits/support and customers visits will be essential part of the role.


For assigned brand house: 
  • Be the #1 business partner for commercial teams 
  • Responsible for building and executing best in class local IAP 
  • Consults and advise key local stakeholders on brand/category level plans & activities 
  • Localises BTL activation toolkits and produces materials and services incl POSM 
  • Input and assists European CPA Brand Manager in the development of playooks 
  • Maintains channel activity grids and local activity comms 
  • BTL agency management & briefing responsibility 
  • Member of local cycle planning team 
  • Management, selection & optimization of local POS 
  • Deliver breakthrough commercial sell in propositions 
  • Be the Hard Discounters Single Point of Contact for CPA, leading the consolidation and maximisation of all brands plans for these customers with the responsible KAM

Skills and Experience

To be successful in this role you will have/be
  • University degree or higher commercial education 
  • 2-4 years relevant experience (customer marketing - preferred, brand management, sales, agency side) 
  • Off trade experience is considered a must have for this role. 
  • Proficiency in English, fluent in Dutch or French (ideally both)
  • Experienced in working with stakeholders to develop and implement clear agendas and longer term execution plans 
  • Experienced in balancing long and short term priorities to create efficiencies 
  • Experienced in managing stakeholders to ensure timely delivery of best in class IAP plans. Actively builds and leads interactions between the functions to ensure plans are implemented with high standards and goals are met. 
  • Experienced in developing and actively influencing internal and external networks of influential contacts and decision makers 
  • Ability to work under pressure and to deal with ambiguity 
  • Comprehension of competitive market for brand and Category in the Cluster 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.