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Careers at Bacardi

Controller Brand, India Domestic Brown Spirits

Job Name

Controller Brand, India Domestic Brown Spirits






Marketing - Communication - PR

Reporting Line:

Marketing Director -India

Job type:

Full time

Lead recruiter:

Reshma Bara

About the role

Your Opportunity

Get ready to lead the two new-to-world IMFL brands (Whisky and Brandy) in the India and  Neighboring countries cluster! You will be accountable for driving value creation and brand equity, financial performance, market share, as well as leading and developing a talent.

You will develop, execute & evaluate the annual marketing plan. As the marketing and consumer champion, you will be a key member of the India Marketing Team. In addition, you will be a key representative of the brand to the commercial team and also the AMEA regional team.

About You 

You are a born Marketing Leader who places the consumer at the heart of your work. Using insights, you inspire others to execute innovative brand experiences that push the boundaries, delivers commercial growth and nurtures long term brand equity. Strong relationships define you; you demonstrate strong gravitas in building close partnerships across the Matrix – both within and outside our Company. You have a keen understanding of the India market landscape and the IMFL category.


With our Consumer at the heart, your key focus will be to:
  • Consumer, shopper and customer understanding. Partner with the customer marketing and commercial team to build a deep understanding of the target consumer and shopper for IMFL Whisky and Brandy
  • Define short-long-term growth plans, strategic priorities, and brand building KPI’s ensure clear measuring and evaluation culture is in place to identify growth drivers for the brand and provide constant guidance on corrective action
  • Be accountable for your Brand(s) P&L incl. budget management & road mapping long-term sustainable growth
  • Lead Annual brand plans and the allocation of your brand A&P, working closely with the customer marketing manager, regional state heads and finance teams
  • Plan and build consumer centric brand experiences that deliver seamless consumer journeys and drive revenue and market share for your brand - making use of the available media ecosystem – a focus on BTL activations but with a clear integration and creative execution in digital channels
  • Analyze and activate first party data to build strong data driven relationships via audience precision targeting, personalized, adapted content and experiences to effectively address consumer needs, driving point of differentiation for the brand and create deeper value. Champion and guide cross functional teams to ensure data capture is naturally embedded in all offline brand initiatives
  • Use effective research (qualitative and quantitative) as well as direct consumer behavioral data and analytics (for example TalkWalker, Social Baker, Sprout Social, Google Trends etc.) to identify insights that will unlock profitable opportunities for your brand
  • Ensure a culture of KPI tracking and M&E is put in place for all activities and all learnings pay it forward
  • Create a learning culture and coach, inspire & develop the team (direct reports) providing opportunities for them to grow, be curious about the world and want to learn more

Skills and Experience

The Skills & Experience needed to create your legacy
  • Strong (10 years+) consumer brands marketing experience with exceptional strategic and critical thinking as well as proven brand building skills. A track record of providing business savviness & long-term value creation
  • The ability to translate brand strategies into a tangible commercial advantage with strong understanding of channel, price, promotional activity and through-the-line activation
  • Experience in the IMFL category understanding key category drivers and market landscape variables
  • Rigorous management of brand A&P budget in order to minimize costs and optimize returns on investment
  • Effective analytical skills to evaluate internal and external trends creating appropriate solutions
Personal Qualities
  • Belonging: You have a strong capacity to create a culture of ‘Belonging’, where people feel appreciated for who they are, what they do, and who they can become. You’re an authentic leader who acts with purpose and has an approachable, empathetic, open communication style.
  • Mental Agility: You can think critically to penetrate complex problems and expand the possibilities by making fresh connections. You think strategically whilst being execution focused and bring creativity to the challenges you’re presented with. You will have an attitude of constant learning and improving. Inquisitiveness/ curiosity around new media, digital, technology and social trends and possessing an attitude to experiment or innovate in these areas.
  • People Agility: You bring a deep ability to understand and relate to people and navigate through tough situations to harness and multiply collective performance. You create strong positive first impressions and build those into great relationships.
  • Self-Awareness: You have high levels of self-awareness, are reflective and know yourself well, understanding both your own strengths and weaknesses and your impact on others.
  • Results Agility: You demonstrate consistent delivery of results in first-time situations by inspiring teams, exhibiting a presence that builds confidence in yourself and others. You operate at pace and are able to multi-skill effectively and are at ease leading projects. You will be highly performance driven, commercially and financially astute.
  • Change Agility: You have a deep natural curiosity, desire to experiment and ability to effectively deal with the heat of change. You have a growth and learning mindset that you instill and yourself and your team: ready to test, stumble, learn and apply from experience. Comfortable with change and ambiguity.

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.