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Careers at Bacardi

Director, Off-Trade Sales

Job Name

Director, Off-Trade Sales







Reporting Line:

Managing Director, Iberia & Greece

Job type:

Full time

Lead recruiter:

Diane Alexis Mueller

About the role

Your Opportunity

As the Director of Off-Trade Sales, you will be accountable for creating & executing the off trade business strategy coordinating with the overall Best 10 strategy and working in partnership with the Iberia leadership team to build sustainable business growth.

You will lead the Off-Trade to ensure excellence in its execution & performance. You will be accountable for establishing and building long term strategic relationships with our Retail Partners as well as leading and developing a high performing diverse team.

About You

With a Founder’s mentality approach, you are the owner and leader of the Off-Trade growth and success. You will inspire, lead and developing your team and finds ways to deliver against our strategy and annual plan.

You will be a role model of the Bacardi culture and build long standing progressive partnerships internally and externally building a legacy of diversity, empowerment and performance.


With our Consumer at the heart, your key focus will be to:
  • Build strategic long-term relationships with key customers partners to drive financial impact and deliver value and growth from customer and consumer programs.
  • Lead the off-trade sales teams (National Accounts and Independents), nationally, by creating a common understanding of the strategy, objectives, timeframes, deliverables and expected level of team performance and celebrating the team’s achievements, both large and small.
  • Assess current and future talent needs with clear succession plans based on Bacardi Commercial Way for each key role and guiding Primos in achieving their career goals through open and engaging Let’s Talk discussions based on specific performance feedback.
  • Building on our family culture you will collaborate cross-functionally across the organization (e.g., Marketing, CP&A Finance, Commercial Operations, HR, etc.) to ensure aligned strategies and plans that deliver against our business goals.
  • With a Founder’s mentality, analyse business trends (e.g., share gaps, category trends, channel performance, pricing dynamics) and available data (e.g., Nielsen) to identify opportunities for revenue growth for Bacardi.
  • With a Founder’s mentality and entrepreneurial spirit, you have ownership and accountability of your channel P&L, setting appropriate  budgets based on potential return on investments, finding the most cost-effective methods to achieve maximum performance and profitability.
  • Analyse the off-trade performance and forecasting (e.g. NSV, gross margin, ROI, trade spend, profitability) utilizing an expert understanding of profit/loss drivers and value chain economics to drive strategic business discussions and decisions.
  • Lead, develop, and delivers the off trade commercial sales plans, address short- and long-term business goals, challenges and opportunities through sales programs that are aligned to Bacardi vision and brands.
  • Ensure commercial plans are aligned to Customer strategic goals and priorities that drive sustainable growth for both Bacardi and the customer.
  • Partner with Marketing Leadership, Category Development and CP&A to develop programs and ensure excellence in execution.
  • Develop standardized KPIs, ROS and ROI in partnership with RGM and Commercial Operations to measure and track off-premise performance.

Skills and Experience

The Skills & Experience needed to create your legacy
  • Ideally 8-10+ years sales experience in a leading FMCG company preferably within the beverage industry and ideally the spirits industry.
  • Proven ability to build a relevant network and hold strong relationships with Key Customers at a Senior Level
  • Bachelor’s degree in business or equivalent, master’s degree preferred
  • You must have high level of financial acumen and P&L and budget management experience.
  • You demonstrated capacity to communicate, influence and work effectively across functional groups/departments.
  • A proven record of developing a diverse team to deliver high performance.     
  • Proven track record of Defining Strategy and translating into commercial programs and driving excellence in execution for multiple product lines and/or channels
  • You have the aptitude to think creatively, challenge the status quo and drive continuous improvement.
  • An independent mindset, valuing collaborative decision making, capable of championing ideas with confidence.
  • Extensive experience/expertise in launching marketing initiatives within a commercial/customer environment.
  • You are influential and excellent communicator with strong interpersonal skills. You will have opportunities to display excellent written and  verbal communication skills while also being relaxed giving presentations in front of groups of people including executives, customer partners, Bacardi Primos, vendors and customers (both internal and external) at all levels of an organization.
Personal Qualities
  • Fearlessly perseveres in overcoming obstacles and setbacks by taking swift and efficient action and share best practices.
  • You are a motivator and continuously challenge yourself and your teams to achieve the best results possible.
  • Demonstrate the drive, initiative and tenacity required to define winning at Bacardi.
  • An independent mindset, valuing collaborative decision making, capable of championing ideas with confidence.
  • 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
  • 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
  • People Agility: You bring a deep ability to understand and relate to people and navigate through tough situations to harness and multiply collective performance
  • 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. 
  • 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
  • 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: ready to test, stumble, learn and apply from experience
Our Benefits

We understand that life is More Than Work and want to ensure you live your Best Life- by offering a full range of benefits to help you provide for yourself and your family at all stages, including:

  • Competitive Salary
  • Bonus Scheme
  • Pension Plan
  • Medical Health Insurance for employees and family
  • Life Insurance Scheme
  • Flexible work arrangements based on role and business needs
  • Career Development Programs 
  • My Inspirit Day for volunteering and various other allowances.

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.