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Careers at Bacardi

Customer Marketing Manager

Job Name

Customer Marketing Manager




São Paulo, São Paulo



Reporting Line:

Diretor de Marketing, BUP

Job type:

Full time

Lead recruiter:

Javier Marín Armas

About the role

Your Opportunity

In this role, you will primarily be based in the Local office where you will be working with multifunctional team colleagues. However, you will be part of the broader CPA Community across LAC and as such there will be some travel to other markets or to the Regional Headquarters for the purposes of training, inspiration, input and alignment.

About You 

In this role you will be accountable to tailor Brazil IAP programs and execute them. Your ability to manage multiple projects at any given time will be key, as will be your comfort in working seamlessly within the matrix, in particular with the Consumer Marketing, Finance and Commercial teams.
  • You will build and develop best in class CPA capabilities that will enable us to win in the marketplace
  • You will influence the development of Channel Strategies that through the Integrated Activity Plan (IAP) process are converted into winning value propositions that drive value growth.
  • You will apply the frameworks to translate our Category and Point of Purchase Visions into a Picture of Success by channel that drives value share growth.
  • You will lead the development and implementation of a variety of customer-focused materials and programs to ensure we win at Point of Purchase (POP)
  • You will be responsible for the sellout across channels as well as the commercial Budget


With our Consumer at the heart, your key focus will be to:
  • Drive results & excellence in execution while developing talent and capabilities
  • Create an implement Building Blocks aligned with the commercial strategy in a profitable and sustainable way
  • Support delivery of Brazil, year on year growth NSV and NSV/case, GP and GP/case, sellout & DOH  by inputting to the Activity Plan (IAP) development
  • Apply Channel Strategies that optimize channel mix and through the IAP process are converted into winning value propositions that unlock customer support
  • Ensure that the IAP process equips the commercial team, in full with the assets and tools to win in the market place
  • Customize IAP as necessary for Sales Teams to create customer-specific plans and apply frameworks to develop powerful customer propositions
  • Build capabilities across the organization to understand and drive profitability by channel enabling customer marketing and commercial teams to effectively allocate resources and maximize ROI
  • Embed the Picture of Success framework as the way to bring to life our Category and POP visions and defines how we “show up” at the Point of Purchase; deploy the Picture of Success to customer teams; support implementation of Regional / Global PoS initiatives including measurement of impact and value driven by the program 
  • Lead the market merchandising strategy and execution to maximize distribution, turnover and contribute to sales performance KPIS at the POS.
  • Build a learning organization by creating a “share, steal and reapply” culture that systematically builds a database of CPA best practices
  • Work with the Commercial and Marketing teams to build capabilities and sustained ways of working
  • Build a sense of community across the Global, Regional and Country Customer Marketing teams
  • Set an inspiring vision and align the team behind challenging targets while creating a passion for winning
  • Create a culture of excellence in execution that recognizes and rewards high performance
  • Lead a winning team, that ensure all employees have a knowledge of Bacardi company history and culture

Skills and Experience

The Skills & Experience needed to create your legacy
  • Experience in multiple specialty areas: planning & execution of activations, leveraging new/emerging channels for recruitments, promotions, events, agency management etc. 
  • Commercial or trade marketing experience preferably with a Beverages/ FMCG / alco- beverage industry. Drinks and Lifestyle Category experience is an advantage 
  • Great commercial acumen and the ability to translate great brand strategies into a tangible commercial advantage with a strong understanding of promotional activity and through-the-line activation
  • Ability to interpret marketing vision and drive value adding insights to increase market share or drive volumes
  • Strong analytical & financial skills and budget management experience
  • Excellent presentation skills with strong interpersonal leadership and team management skills
  • Ability to communicate at different organization levels
Personal Qualities
  • Performance: Achieve Country Net Sales Value (NSV) targets vs. budget and NSV per case target ahead of plan. Achieve Sellout targets & DOH by channel
  • Value share: Deliver target value share growth
  • IAP scorecard: Deliver IAP targets in all Channels, ensuring customer timelines are met
  • Strategy: Full participation in the development, delivery, and ownership of the Customer Marketing Strategy
  • Employee Engagement: Achieve sustained improvement in engagement and enablement 

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.