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Careers at Bacardi

Brand Manager, Dark Spirits

Job Name

Brand Manager, Dark Spirits


United Kingdom




Marketing - Communication - PR

Reporting Line:

Senior Brand Manager, GTR, Dewars

Job type:

Full time

Lead recruiter:

Laura Hattar

About the role

Your Opportunity

This is an amazing opportunity to be part of the GTR marketing team as a Brand Manager for Dark Spirits across all global travel retail channels. Your main role will be to help create a legacy for the brands and to contribute to key decisions that will significantly impact our brand presence and category positioning in GTR. You will be based in London and expected to travel across our markets.

About You 
  • You will be a ‘FEARLESS’ Primo/a with an entrepreneurial mindset, constantly looking for opportunities to be creative & identify growth opportunities.
  • You will be ‘FOUNDER’ who will execute innovative brand campaigns that will enable the category to reach greater heights.
  • You will champion our ‘FAMILY’ culture pillar with the ability to understand different cultures and work collaboratively across the matrix


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

Drive results & excellence in execution
  • Focused on increasing the scale, impact, and quality of marketing activations across GTR for your brand(s).
  • Works to step change the consumer experience & impact of GTR activations for your brand(s); identifying and implementing ways to increase shopper engagement and brand building impact in all that we do.
  • Support the development of the 12Q innovation plan for Whisky/Cognac in line with financial and brand building targets.
  • Develops compelling Activation Toolkits that translate Global Consumer Brand strategies into high quality executional activations in GTR (specifically enabling high quality merchandising and omni-channel activations).
  • Feeds into the adaptation of Global Consumer Brand strategies into compelling GTR Channel Strategies.
  • Toolkit maintenance & development for Dewar’s & Aberfeldy, with support from the Senior Brand Manager.
  • Builds Bacardi Value Propositions for GTR that unlock customer support and define how we ‘show up’ to customers.
  • Partners with the Regional Managers to assist in planning and delivering their marketing activities with key Customers.
  • Integrates Consumer, Purchaser & Category propositions into compelling GTR channel propositions.
  • Maximizes the value generated in GTR and leverages the Picture of Success initiative to deliver measurable improvements in quality of execution, P&L performance uplifts and positive ROI.
  • Campaign Management – ad hoc throughout the year (i.e. Diwali/Chinese New Year).
  • Helps drive the Revenue Growth Management agenda in GTR by completing robust analysis and supporting the process of setting pricing and promotional guidelines for your brand(s).
  • Supports commercialization of innovation initiatives – as part of a cross-functional team, bringing both Global and Local Innovation ideas to market through the development of a winning toolkit for NPD sell in to customers.
  • Works cross-functionally to monitor the execution of the IAP, ensuring that markets receive assets in a timely manner. 
Business performance management
  • Focused on delivering Global Travel Retail Brand performance targets (revenue, profitability, share, equity, return on investment). Shares accountability with Commercial teams for delivery of Global Travel Retail Brand performance targets (revenue, profitability, share, equity, return on investment).
  • Encourages and supports the measurement and evaluation of over 80% of Gold-Silver-Bronze outlet brand investments in order to identify, codify and roll-out successful Brand growth drivers.
  • Monthly performance analysis, providing performance driving ideas to the Commercial team.
  • Builds & manages GTR global brand marketing spend vs plan to ensure budgets are appropriate and sufficient to deliver strategic goals.
Traveler, shopper and customer understanding
  • Builds a deep understanding of target consumer/shopper groups across key geographies globally.
  • Builds a deep understanding of key GTR customers, in order to understand how we can support customer strategies and how we can develop relevant brand propositions.
Create a winning team
  • Shares and demonstrates best practice across GTR.
  • Demonstrates a strong collaboration between the teams in Global Brand Marketing, GTR Regional Trade Marketing and GTR Regional Commercial/Sales.
  • Always operates with a shared sense of purpose between employees in the GTR global and regional teams.
  • Ensures that learnings across our Global brands is brought into the GTR team and vice versa.
  • Manages agencies to ensure optimum spend effectiveness & the highest quality of work.
  • Drives customer marketing capability and the know-how across the GTR team.

Skills and Experience

The Skills & Experience needed to create your legacy
  • 3-5 years of experience in Marketing (e.g. in roles in covering Strategic Category Management, Consumer Marketing, Purchaser/Shopper Marketing, Sales and Channel Strategy, Integrated Business Planning, Revenue Growth Management, Brand/Product Innovation).
  • Experience in delivering Innovation.
  • Experience in roles related to understanding customer and channel dynamics.
  • Experience in an international environment in FMCG.
  • Experience/understanding of handling P&L accountabilities (e.g. as a customer/key account manager) .
  • Experience managing external agency relationships.
  • Highly organized.
  • Strong Commercial Acumen.
  • Numerical/Analytical Skills.
  • Digital Marketing / E-comm experience.
  • Ability to effectively manage a cross-functional team.
  • Able to contribute to the development of a media plan for assigned brands.
  • Structured thinking.
  • Excellence in execution.
  • Proficiency in English language skills.
  • 2.1 or above at a leading University, Masters in Marketing an advantage.
Personal Qualities
  • Constantly curious and eager to experiment.
  • Highly enthusiastic and motivated.
  • 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 and 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 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.