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Careers at Bacardi

Customer Marketing Manager Nordics

Job Name

Customer Marketing Manager Nordics






Marketing - Communication - PR

Reporting Line:

CPA Director Benelux & Nordics

Job type:

Full time

Lead recruiter:

Djamilla Mulders

About the role

Your Opportunity

As a Nordics Customer Marketing Manager you will be accountable for delivering Brand performance targets in your Cluster, and driving value creation for our Company. You will serve as an extension of the Cluster and Global Category team, leading all Brand management activities in the Cluster. In this specific role, you will be both responsible for the consumer and customer part of the brands involved, ensuring that all Above – and Below the line activities will be carried out as specified in the brand plans.
  • You will input to the situation assessment of your Brands in the Country, contributing to defining the Cluster “Jobs to be Done” each year as part of the annual Integrated Activity Planning (IAP) process
  • You will extend the Cluster IAP into a robust Country brand plan to deliver maximum impact in-market and deliver annual Brand financial and commercial targets
  • You will manage an A&P budget for your brands as assigned to you by the Cluster Brand Director
  • You will lead the in-market delivery of all consumer-facing Brand activities and all trade-facing activities, as defined in the IAP, ensuring executional excellence
  • You will handle the administrative tasks involved in making the brand plan come to life
Brands involved in this role are:
  3. TAILS
This role is based in Stockholm (preferably), and may require some travelling in order to connect with your Cluster team as well as some domestic travelling and travelling throughout the Nordics to meet with customers and third parties. 

Next to that, for these brands, the On Trade is an important channel, so from time to time, On Trade presence is required and customers visits are obviously part of the role.


With our Consumer at the heart, your key focus will be:

Consumer, shopper and customer understanding
  • Partner with your Cluster Consumer Insights Manager to build deep understanding of the target consumer and shopper for your Brands in your Cluster in order to tailor local execution of Brand activities effectively
  • Actively consult on the situation assessment for the Brand in your Cluster, partnering with Cluster Consumer Insights Manager to develop local consumer, shopper and customer learnings on triggers and barriers to Brand growth
Category & brand strategy and activity planning
  • Provide Cluster Brand input into the definition of “Jobs To Be Done” in the Cluster Integrated Activity Plan (IAP), under the overall co-ordination of the Customer Marketing team at Cluster level
  • Provide guidance to Cluster Brand Director on effective deployment of Brand A&P by activity & channel inmarket
  • Work closely with Cluster Category team to extend the Cluster IAP into a optimal Nordics brand plan, with responsibility for adapting consumer- and trade facing assets and programs when required to do so by the Cluster Brand Director
Integrated brand communication
  • Leads best in class in-market planning and execution and implementation of all consumer- and trade facing elements of the Cluster brand plan
  • Leads localization of brand communications plan, including local planning & buying of media with agency partner
  • Works with Cluster Brand Manager, Category Director or European/Global team to ensure that all brand content programmes and partnerships developed at Cluster level are activated and commercialized effectively in-market, including execution of PR, digital and experiential programmes and partnering with Customer Marketing on advocacy programmes as required
  • Ensure that all brand assets developed in the Cluster adhere to Global Brand guidelines and local social responsibility policies and regulations and always follow the Bacardi Marketing Way best practice
Business performance management
  • Accountable for delivery of Brand performance targets in Cluster (revenue, profitability, share, equity) as agreed with Cluster Brand Director in your Cluster brand plan
  • Work with Insights to ensure measurement & evaluation (M&E) plan in place on all brand activities in your Cluster
  • Rigorously manage brand A&P budget, as assigned to you by your Category Director, in order to minimize costs and optimize returns on investment
  • Actively monitor Brand KPIs and provide guidance on corrective action to achieve agreed objectives
Create a Winning Team
  • Actively support effective matrix working across Cluster and Europe/Global team
  • Developing talent & capability
  • Participate in functional capability development as required by Cluster Category team
Developing talent & capability
  • Participate in functional capability development as required by Cluster Category team

Skills and Experience

The Skills & Experience needed to create your legacy
  • Brand management experience in progressive roles, leading different Marketing projects
  • Experience multiple specialty areas: digital, innovation, promotions, events, media, etc.
  • Verbal/written skills at all levels in an organization; ability to generate meaningful presentations
  • Degree and/or professional Marketing qualifications
  • Fluent command in English and in the Country spoken language
The following experiences are preferred:
  • Drinks and Luxury Category experience is an advantage
  • Experience in additional functions beyond the ones listed above
  • Ability to work under pressure and to deal with ambiguity
  • International Nordics experience (Sweden, Nordics, Finland, Denmark, Iceland)
  • Experience with external distributors a plus
  • Remains abreast of legal regulations in the industry for the Country
Functional Excellence:
  • Ethical Practice : Experienced
  • Insights for Action : Experienced
  • Strategy and Brand : Experienced
  • Commercial Activation : Experienced
  • Brand Ideas and Connections : Experienced
  • Agency Partnership : Experienced

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.