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Careers at Bacardi

Gerente de On-Trade & Eventos

Job Name

Gerente de On-Trade & Eventos




Rio de Janeiro, São Paulo, São Paulo



Reporting Line:

Gerente de Nacional de Vendas Sênior

Job type:

Full time

Lead recruiter:

Javier Marín Armas

About the role

In this role you will be accountable for creating value through driving revenue and developing strategic relationships with key customers in the On trade channel . You will create the legacy of Bacardi and drive key decisions that will significantly affect Bacardi’s presence in the market . Your deep commercial knowledge and ability to develop strategic relationships and coach an On trade   team will be key to your success in this role.

  • To build up the long and short term Strategy for the On Trade Channel through a deep understanding of channel and customer dynamics, trends and needs.
  • Commercial responsibility for the delivery of the On Trade channel activity plan including creation, delivery & execution of all brand programmes.
  • Inspire, coach, train and develop a team of on-trade & event sales representatives
  • Aligng and set clear priorities for brand activation and commercial activities while managing assigned budget. 
  • Develop and Measure and Evaluation (M&E) culture within the Team.
  • Become role model in terms of Compliance and Responsible Drinking.
  • Act as ambassador for all Bacardi brands anytime.
  • Participate in the Comercial Cycle planning process.



Deliver results & excellence in execution
  • Deliver on key revenue targets (NSV, Gross Margin, Overheads, Profitability, ROI, Value Share)
  • Deliver on Pictures of Success targets
  • Deliver impact from channel and shopper marketing programs agreed in the Country IAP
  • Understand customer strategy and how to leverage the Bacardi value proposition to grow mutual business
  • Drive, agree, and execute customer Joint Business Plans that deliver “win-win” value to Bacardi and customers
  • Execute occasion based price pack architecture to deliver imporved mix
  • Optimize promotional plans through the year through implementation of the ROI strategy and goals
  • Input into the shaping of the channel & portfolio strategy of the Country
  • Input into the country IAP process to ensure local channel and customer needs are captured
  • Build effective long-term relationships with Key Customers 
  • Relentlessy drive a pay for performance based approach with Customers

Develop talent and capability
  • Implement learning  and development plans for your team based on Bacardi Commercial Way 
  • Implement standardized Commercial best practices
  • Ensure that your team has resources needed to deliver desired results 
  • Demonstrate expertise in channel, category and shopper insights; serve as an advisor to Customers to drive mutual growth
  • Input into decisions related to key people in your  team

Create a winning team
  • Work with the Country Commercial leadership team to build a shared sense of purpose among your sales teams
  • Align all employees behind the targets and create a passion for winning in the organization
  • Recognize accomplishments and behaviors in a timely manner
  • Ensure all employees have a knowledge of Bacardi history and culture

  • Performance: Achieve financial targets(revenue, profitability) vs. budget for Key Customers in the country; Achieve Pictures of Success targets for Key Customers in the Country
  • Value share: Drive Value share growth of key Bacardi brands in Key Accounts
  • Commercial scorecard: Achieve goals defined in Commercial Scorecard and Country Capability Action Plan
  • Customer: Achieve target customer satisfaction measures
  • Strategy: Participate fully in the development, delivery, and ownership of the Country Commercial Strategy
  • Employee engagement: Drive sustained improvement in engagement and enablement
  • Talent: Deliver against talent management objectives

Skills and Experience


 To be successful in this role you will have/be: 
  • Experience managing Key Accounts / Customers in a leading FMCG company at national level
  • People management experience including proven coaching abilities and leadership abilities to create a collaborative high performing team
  • Srong track record of delivery with Customers 
  • Strong negotiation and communication skills
  • First hand field sales experience
  • Working knowledge of sales effectiveness tools processes and category management
  • Demonstrable track record of performance in Commercial
  • Proficiency in English and fluent in Spanish

The following experiences are preferred:

  • Experience within the On-Trade Channel for Spirits is a distinct advantage 
  • Experience in additional functions beyond the ones listed above 

Your ability to operate and orchestrate seamlessly within the matrix will be critical for your success in this role and of the function.

  • Convey information to: None 
  • Adapt and Exchange (reach agreement with): Marketing, Customer Marketing, Finance and Regional Functions (Marketing & Cappabilities)
  • Influence (effect change): Same as above
  • Negotiate with: Marketing and Trade Marketing

  • Convey information to: None 
  • Adapt and Exchange (reach agreement with):, None
  • Influence (affect change): None
  • Negotiate with: Key Customers

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.