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Careers at Bacardi

Consumer Marketing Manager Central America & Caribbean Export Markets

Job Name

Consumer Marketing Manager Central America & Caribbean Export Markets






Marketing - Communication - PR

Reporting Line:

Marketing Director CARICAM

Job type:

Full time

Lead recruiter:

Javier Marín Armas

About the role

What does a Consumer Marketing Manager do?

As a Consumer Marketing Manager, you will be accountable for delivering Brand performance targets in Central America and Export Markets in the Caribbean and driving value creation for our Company.

You will be leading all brand management in the region for the Bacardi’s portfolio, from brand strategy & activations to innovation agenda. You will be responsible for planning, in alignment with distributor sales and marketing team, and the execution of all consumer marketing programs and assets to drive effective, local activation on your brands and channel.


With our Consumer at the heart, your key focus will be to:
  • You will manage the execution of the Cluster´s digital content, programs, and partnerships, in close collaboration with the Customer Marketing team.
  • Successfully lead the consumer marketing team for CACEM region, behind able to develop their talent.
  • Input to the assessment of our portfolio in the digital channels, contributing to define the brand´s “Jobs to be Done” each year as part of the annual Integrated Activity Planning (IAP) process.
  • Manage the deployment of global digital content as part of the brand building agenda, in collaboration with consumer marketing and distributor marketing team. 
  • Partner closely with market teams to drive digital programs and content, to achieve deeper consumer engagement with our brands.
  • Align the right KPIs and measurement tools to measure results, ensuring continuous improvement of performance. 
  • Manage all marketing channels and lead the innovation processes including the IAP integration either by launching new or managed existing products in our portfolio.
  • Identify the right partners to associate with and build the plan to play with them, in alignment with our strategy of gaining in digital commerce.
This role is based in Panama City, Panama and will require travelling to Central America and the Caribbean as well as domestic travelling in Panama to meet with customers and third parties.

Consumer, Shopper and Customer Understanding
  • Actively consult on the situation assessment for the Brand in your region to develop local consumer, shopper and customer learnings on triggers and barriers to Brand growth.
  • Build deep understanding of digital behaviours of target consumers on key brands across different countries in the hub to identify digital engagement opportunities for our brands to exploit.
  • Provide guidance on digital consumers digital media consumption dynamics to the agency and marketing team.
Category & Brand Strategy and Activity Planning
  • Supports the development of brands “Jobs to be Done” in the Hub and participate in activity ideation & development in the Integrated Activity Planning (IAP) process.
  • Provide guidance to Customer Marketing on effective deployment of Brand A&P by activity & channel in-market.
  • Work closely with distributor’s marketing team, to manage extension of the Regional IAP into country activations plans with responsibility for adapting consumer-facing assets and programmes.
Integrated Brand Communication
  • Ensures fully integrated communication solutions are developed and delivered partnering with consumer marketing and global platforms.
  • Provides feedback to the agencies about the localization of brand communications plan, including local planning & buying of media.
  • Manages, in alignment with the Marketing team, the delivery of digital content programs or partnerships (e.g. social media partnership). 
  • Works with distributor team to ensure that all brand content programs and partnerships developed at country level are activated effectively in market, including execution of PR, digital and experiential programs.
  • 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 practices.
Business Performance Management
  • Accountable for delivery of portfolio performance targets for the cluster (revenue, profitability, share, equity) as agreed with the Marketing Director.
  • Ensures measurement & evaluation (M&E) of all planned activities are in place and helps to identify and codify rollout of successful brand growth drivers.
  • Take part of the conversations behind the financial strategy of each brand (P&L, pricing, among others.)
  • Actively monitor Brand KPIs and provide guidance on corrective action to achieve agreed objectives.
  • Rigorously manage assigned A&P budget, in order to minimize costs and optimize returns on investment
  • Manages assigned region A&P in order to optimizing executional, effectiveness and efficiency KPIs as well as guaranteeing budget compliance.

Skills and Experience

The Skills & Experience needed to create your legacy
  • 5+ years of marketing management experience in the consumption industry.
  • Solid experience in Digital Marketing/e-commerce. Media background from key media agency or major advertiser is a plus.
  • Storytelling capabilities.
  • Passion for achievement, integrity, and drive with strong desire to make things happen.
  • Ability to play at different leadership levels and good team player.
  • High level of intellect with a “roll-up-your-sleeves” mentality.
  • Adaptable and resilient to changes.
  • Fluent both Spanish and English. 
The following experiences are preferred
  • Ability to work under pressure and to deal with ambiguity.
  • Managing innovation projects.
  • Experience in the Caribbean market is highly desirable.
  • Understanding of complexity of diverse local consumer’s landscape.
  • Awareness of current trends and players in the digital environment
Personal Qualities
  • Love to interact with several different cultures in Central America and the Caribbean.
  • Resilient and recursive.
  • Planning and Organising: sense of urgency, excellent agenda, and time management.
  • Autonomous and collaborative team player.
  • Entrepreneurial mindset: make things happen, risk taker, comfortable out of the comfort zone.
  • Able to follow up on several different markets/projects.
  • We are looking for people who are globally mobile and aspire to experience different cultures.

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.