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Careers at Bacardi

France Brand Homes Business Development Manager

Job Name

France Brand Homes Business Development Manager







Reporting Line:

Brand Home Manager

Job type:

Full time

Lead recruiter:


About the role

Your Opportunity

Our brand homes are the physical embodiment of our brands, offering visitors memorable and engaging experiences to create deep and long-lasting brand relationships. They will leave feeling our brand is special, having experienced something unique, that they want to share.

The role of the FR Brand Homes Sales Manager is to lead the sales strategy across the French brand homes – Château Royal de Cognac, Maison Noilly Prat & Palais Bénédictine.
The FR Brand Homes Sales Manager will be responsible for driving footfall to each respective brand home through both ticket sales and MICE business. This role is responsible for creating new global partnership to develop sales & profitability. The role involves the line management of each local Sales coordinator, to deliver the strategy. 
The FR Brand Homes Sales Manager will work with key internal stakeholders and manage external agencies / partners to deliver projects across the 3 brand homes.  

You will have strong experience of leading sales strategies and delivering against ambitious targets. You will have worked across tourism partnerships and will have a strong sales background with experience conducting client meetings, attending trade shows and field sales. You will have experience of working within a matrix organization and delivering projects with multiple stakeholders. As a line manager, you understand what is needed to set up your direct reports for success.  You will represent the brand externally and internally and be prepared to liaise with the wider business to work on global initiatives. You will be a team player with an understanding of visitor center operations, and the impact of marketing campaigns on the operation. You will be based in one of the 3 french brand Homes (Cognac, Marseillan or Fécamp) and report into the FR Brand Homes General Manager. 


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

Field Sales
  • Drive group travel operators to sites to help fulfill footfall targets and manage relationships. 
  • Drive event bookers to sites to market the events businesses, and be responsible for the collateral to market the events businesses with profitable ideas (afterwork, dj set, oyster nights…)
  • Represent the FR Brand Homes at external events including trade fairs and offsite events. 
  • Organize meetings with local tourism partners such as hotels, restaurants, and tourism bodies and optimize our visibility 
  • Develop partnerships, both site local and national including promotional partnerships, online third-party sales and online travel agencies 
  • Drive sales plan for the 3 french eshops, and drive Winning In Fecamp/Cognac/Marseillan plans.
Marketing and Promotions Management 
  • Market and promote the FR Brand Homes to achieve the yearly agreed budget by attracting individuals, groups and events. 
  • Creation and implementation of a fully integrated marketing, PR and sales strategy for the 3 French brand homes Centre, leveraging A&P platforms to drive footfall to site and follow ROIs. Coordinate the local execution with the 3 sale coordinators.
  • Responsible for overseeing media buying for the 3 BH. 
  • Proactive field sales activity to maximize commercial potential through partners, including tour operators, and accommodation providers. 
  • Work with tourism connections in Normandie, Occitanie, Aquitaine but also Atout France to position us as a MUST DO. 
  • Look for new commercial opportunities to expand the bottom line.
  • Strategically drive business and revenue through digital communication with the Digital Manager (e.g. website, and third-party online presence, social networks, TripAdvisor, SEO)
  • Innovate new promotional activities to drive footfall through the Visitor Centre and raise awareness. 
  • Work within the wider Bacardi business when launching new content to ensure compliance, social responsibility, legal and brand approval. 
  • Work in partnership with local tourism bodies to coordinate marketing activity & PR. 
  • Keeping the distilleries front of mind within the Tourism Industry. 
  • Represent FR brand homes at external events including trade fairs and offsite events.
Line Management 
  • Line manage the Junior Sales team (CDC/MNP/PBE)
  • Lead, motivate and set objectives to drive direct reports to deliver the sales strategy across both FR Brand Homes 
  • Ensure business expectations of direct reports are clear, with open communication between all.
  • Carry out staff timely performance appraisals and encourage the personal development of direct reports
Budget management 
  • Financial management of A&P budget, including tracking and monitoring and reporting to the business as required. 
  • Ensure effectiveness of A&P expenditure, monitoring visibility and ROI relating to advertising and promotional activity. 
  • Provide support to the FR Brand Homes General Manager in budget creation for visitor numbers, A&P, spend per head etc. 
  • Provide reports and feedback to the business on visitor numbers, trends, and profiling. 
Other Duties 
  • Have a fundamental understanding, and interest in the production process and wider business operations. 
  • Work with the respective teams to ensure all marketing activity is operationally effective 
  • Act as a representative for CDC/PB/MNP at all times, when communicating with both internal and external contacts 
  • Be willing to manage your workload effectively to support other areas of the business. 
  • Be a team player and willing to help others when needed, including in other departments
  • Must be prepared to work flexible hours according to the business requirements, including evenings, weekends and public holidays. 
  • Any other duty reasonably requested by the FR Brand Homes Manager

Skills and Experience

The Skills & Experience needed to create your legacy
  • Extensive sales experience from within the leisure, tourism or hospitality industry. 
  • Experience of working with a premium and craft brands  
  • Marketing qualification or equivalent experience. 
  • Experience of media buying and working with agencies. 
  • Budget Management experience. 
  • Event / PR Management. 
  • Team management responsibility

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.