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Careers at Bacardi

Customer Marketing On-Trade (Maternity Cover 1 Year)

Job Name

Customer Marketing On-Trade (Maternity Cover 1 Year)






Marketing - Communication - PR

Reporting Line:

Customer Marketing Manager

Job type:

Full time

Lead recruiter:

Irene Castro

About the role

What does a CPA On-Trade do?

As Customer Marketing (CPA) On-Trade you will be accountable for delivering On-Trade Channel Trade Activities performance targets in Portugal and driving value creation for our Company. You will be part of the Customer Marketing team in Portugal and will be responsible for the local Integrated Activity Planning (IAP) process for all the brands for On-Trade channel (with higher focus in Wholesalers programmes) ensuring that excellent execution is at the forefront of all our consumer & customer facing activity, in order to deliver the Brand performance targets.

You will be responsible for planning in alignment with Sales team, and the execution aligned with Consumer & Customer programs and assets to drive effective, local activation. In this specific role, you will be responsible for Customer part related to On-Trade channel, working all the brands, ensuring fully alignment with Regional, Cluster and Local teams.

You will develop the plans according with local market needs and will work closely with Iberia and Regional Teams assuring the alignment Customer Marketing plans – On-Trade, in order to have a cohesive approach to planning & execution and also coordinating internally with Finance, Sales, Supply and Advocacy to ensure consistent, effective & efficient execution.


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

Customer Marketing with focus on On-Trade Channel with accountability for the full portfolio, considering the market priorities.

Consumer, shopper and customer understanding
  • Partner with Consumer & Commercial team to build deep understanding of the target consumer and shopper for the brands in order to tailor local execution of Brand activities effectively.
Category & brand strategy and activity planning
  • Provide Country input into the “Jobs To Be Done” in the Integrated Activity Plan (IAP) in what concerns the On-Trade channel, in line with the strategy for each brand and also integrated in remaining Customer Marketing plan.
  • Integrated in IAP process and accountable for the Activities planned for On-Trade channel (higher focus for Wholesalers Programs), securing execution, and assuring effective deployment of Brand A&P by activity.
  • Work closely with the Consumer and Customer Marketing teams, Regional teams, Cluster teams and local Sales teams to develop the channel activity plan, following the brands strategy and securing relevant programmes to market needs.
Customer Marketing / CPA
  • Define the whole activity plan with effective deployment of Brand A&P by activity & channel in-market, based on global guidelines and existing assets
  • Work closely with Sales teams to make sure you cover the right activation needs and implement them efficiently
  • Assist Sales Managers to develop strong customer partnerships that drive bespoke Brand Activation
  • Participate to the Picture of Success vision of your brands to define how we show up at the Point of Purchase and support implementation of the POS including measurement of impact and value driven by the program
  • Assure local implementation in line with IAP and according with Brands toolkits, of a variety of customer-focused materials and programs to ensure we win at Point of Purchase (POP)
  • Work with Sales team to support on Business plan presentations with key Customers
Integrated brand communication
  • Leads in-market execution and implementation of all trade facing elements of the Country brand plan 
  • Work with Regional teams to ensure Brand assets are appropriately tailored for local activation in-market
  • Work with Regional Teams to ensure that all brand content programmes and partnerships they develop are activated and commercialized effectively in-market
  • Executes trade events and coordinate with advocacy activities consistent with the plan in collaboration with the Cluster Head of Advocacy.
  • 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 practice
Business performance management
  • Accountable for delivery Brand channel performance targets of the planned activities (ROI, share)
  • Apply Regional Channel Strategies to the Country that optimize channel mix and through the IAP process are converted into winning value propositions that unlock customer support in On-Trade
  • Ensure measurement and evaluation (M&E) plan in place on all channel brand activities in Country
  • Rigorously manage brand A&P budget, as assigned to you by your Customer Marketing Manager, in order to minimize costs and optimize returns on investment
  • Actively monitor Brand KPIs and provide guidance on corrective action to achieve agreed objectives
Creating a winning team
  • Work with Customer Marketing Manager to build a sense of Community across the team
  • Support and facilitate effective matrix working across Country, Cluster and Region
  • Align the team behind challenging targets that create a culture of executional excellence

Skills and Experience

The Skills & Experience needed to create your legacy
  • Brand management or Customer Marketing experience in progressive roles, leading different Marketing projects with at least 5 years of experience
  • Experience multiple specialty areas: promotions, activations, events, digital, innovation
  • 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
  • Strong analytical and organizational skills
  • Excellent communication and teamwork skills
  • Results-driven attitude
  • Availability to travel for meetings and regular field visits
The following experiences are preferred:
  • Experience in Spirits and/ or Beverage Industry is a distinct advantage
  • Experience in additional functions beyond the ones listed above
  • Commercial and/or Customer Marketing experience
Personal Qualities
  • Ability to work under pressure and to deal with ambiguity
  • Comprehension of competitive market for brand and Category and how to use available data to develop initiatives to grow the brand
  • Remains abreast of legal regulations in the industry for the Country

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. 

U.S. applicants have rights under Federal Employment Laws.