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Bacardi

Careers at Bacardi

Customer Marketing Manager - Vietnam

Job Name

Customer Marketing Manager - Vietnam

Country:

Vietnam

City:

Ho Chi Minh City

Function:

Marketing - Communication - PR

Reporting Line:

Area Manager - Indochina

Job type:

Full time

Lead recruiter:

Adriana Betancourt

About the role

Your Opportunity

The opportunity for a fearless candidate to make the national marketing strategy and execution for this dynamic market their own.
Tailoring global brand positioning and regional strategy to culturally relevant local activations. You will be responsible for delivering world class execution of brand activation across both the On & Off Trade. You will be a crucial part of one our key strategic focuses ensuring that we develop game changing purchaser marketing programs.

About You 

You are a bi-lingual entrepreneur that embraces the Bacardi family culture, establishing a marketing strategy and its implementation, that can be the compass for our portfolios digital and physical activation. You are fearlessly pushing the boundaries of the norm within a result orientated framework. Your entrepreneurial style means that you will thrive on being the key contact for customers, driving new business, distribution and maintaining sustainable relationships.

Responsibilities

In this role you will be responsible for executing the customer marketing strategy for our Brands in the On/Off Trade category: 
  • Lead the Integrated Activity Planning (IAP) Strategic Planning & Budget process for Vietnam. This is the commercial planning process for Bacardi.  The process ensures all members of the commercial organization understand key jobs to be done and are aligned to the key marketing, promotion, pricing, shopper, point of purchase, Retail/On Premise, and events to be activated to deliver the yearly budget commitments. The role is also responsible for ensuring communication of the Vietnam Activity Plan in time to plan and activate with ALL customers in Vietnam.
  • Lead the Implementation of the through the line Activation Plan in Vietnam: Ensures the national activation plans are imbedded in the Regional sales plans, customer plans and field priorities.  Also, ensures that the activation plan is adjusted and enhanced where necessary to offset any gaps in the yearly financial plan (S&OP). Given this the role is a key member of the Commercial consensus meeting process and the Demand review meetings (with Marketing team and Sales Directors).
  • Identifies Shopper or Consumer Insights that are relevant to the Channel success and ensures that plans incorporate key learnings that drive value. 
  • Lead the Advocacy team in driving our portfolio and drink strategy depletions with benchmark execution.
  • Develop the Channel Planning and Activation for Retail and On Premise which bring channel strategies which bring the brands strategies to life in market and maximize Bacardi sales above target.   The Customer Marketing Director ensures creation and excellent execution of purchaser and trade programs to maximize purchaser conversion, channel standards (frequency/depth), KPIs, and other support for the channel that ensures growth for Bacardi Vietnam brands and enhancement of AVQPAP in off-trade.  
  • Execution of Brand strategic pillars & support commercialization of Innovation:  
    • Define execution of the key Brand strategic pillars in channel & Customer plans.  
    • Partner with Innovation from Marketing to develop commercialization plan for new products and provide channel perspective for all ongoing continuous improvement efforts to portfolio management process.   
  • Lead the 3rd party relationship with our distributors and their operations team, to ensure activation is executed and objectives are achieved.
  • Works closely with Commercial Planning and our Insights team to ensure the commercial activity is aligned to the needs of the business on a monthly cycle and equipped with value added consumer insights relevant to our category growth.
  • Tracks KPI’s and monthly scorecard
  • Takes on strategic projects to support the overall Vietnamese Commercial Agenda.

Skills and Experience

The Skills & Experience needed to create your legacy
  • Proven experience in establishing and managing a national customer/trade marketing organization.
  • Skilled in leading execution of brand strategies and developing Shopper Marketing programs
  • Skilled in launching marketing initiatives within a corporate environment.
  • Proficiency with Microsoft Office Suite applications
  • 5+ years’ experience in developing and executing to marketing strategy in a consumer goods environment, preferably in a company recognized for its successful product leadership and execution of marketing programs.
  • Highly skilled in complex negotiations, influencing, conflict resolution. 
  • Proven P&L/analytical diagnostics capability
  • Knowledge of the beverage alcohol industry and experience in a liquor-controlled environment is a distinct benefit
  • Ability to manage modern retail and consumer insight experience
Personal Qualities
  • You can communicate and work effectively across functional groups/departments.
  • You think creatively and strategically and translate strategy into operational tactics.  An independent mindset, valuing collaborative decision making, capable of championing ideas with confidence.
  • You are Pro-active, Goal-oriented, and Passionate about delivering results and constantly seek to improve.
  • Ability to lead, influence and motivate others at all levels.
  • You love the consumer. You create strong positive first impressions and easily build those into great relationships with customers.
  • You find it easy to understand the needs of others and build those into innovative solutions that delight consumers and customers and deliver bottom line results.
  • You demonstrate Resilience by overcoming challenges and staying calm under pressure. 

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.