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Careers at Bacardi

Head – Customer Marketing India & NC

Job Name

Head – Customer Marketing India & NC






Marketing - Communication - PR

Reporting Line:

Marketing Director, AMEA

Job type:

Full time

Lead recruiter:

Neha Malik

About the role

Your Opportunity

As a Customer Marketing Manager, you will be responsible for developing and executing marketing strategies that drive customer engagement and increase brand visibility. You will work closely with cross-functional teams to develop and implement effective marketing campaigns and initiatives that align with our business objectives.

About You 

Your ability to manage multiple projects at any given time will be key, as will be your comfort in working seamlessly within the matrix, with the Regional Consumer Marketing and India Commercial teams.

You will build best in class customer marketing capabilities at a Country level that will enable us to win in the marketplace.
As a member of the Commercial Leadership team, you will align the Consumer Marketing, Customer Marketing and Commercial teams on the “Where to Play” and “How to Win” brand/channel strategies and plans.


With our Consumer at the heart, your key focus will be to:
  • Deliver on key Country financial targets (NSV, NSV per case, gross profit, gross profit per case, overheads, profitability, ROI and value share) versus budget.
  • Apply the Category Growth framework that embeds an occasion-based approach which informs the “Where to Play” strategy and the “How to Win” execution through the IAP process.
  • Campaign Management: Plan, implement, and manage marketing campaigns that target specific customer segments. Monitor and optimize campaigns to maximize ROI.
  • Implement Channel Strategies that through the Integrated Activity Planning (IAP) process are converted into winning value propositions.
  • Lead the Country IAP process influencing our strategic plans and ensuring your market has the assets and tools to win in the marketplace.
  • Monitoring and evaluation(M&E) the performance of marketing campaigns, using data-driven insights to optimize future strategies (Sonar)  
  • Build a learning organization by creating a “share, steal and reapply” culture that systematically identifies and rolls-out best practices and creates synergies. 
  • Work with the Commercial leadership team to build and resource, capabilities and sustained ways of working in Customer Marketing
  • Lead and develop a winning Advocacy team, which will ensure our brands are prevalent across all influential accounts
  • Foster strong relationships with key stakeholders, including distributors, retailers, and partners, to ensure effective collaboration and alignment with company objectives.
  • Ensure implementation of learning and development plans and sustained learning for everyone in your team
  • Build a sense of community across your Country Customer Marketing team.
  • Set an inspiring vision and align the team behind challenging targets while creating a passion for winning.
  • Create a culture of excellence in execution that recognizes and rewards high performance.

Skills and Experience

The Skills & Experience needed to create your legacy
  • Experience in Customer Marketing (e.g. Purchaser/Shopper Marketing, Category Management Sales and Channel Strategy)
  • Organizational skills gained through project management roles.
  • Commercial skills gained through hands on Commercial roles. 
  • Experience in roles related to understanding customer and channel dynamics.
  • Marketing & Sales experience 
  • Experience within one or more companies that have an established reputation for category management excellence. 
  • Experience in the Spirits and/or overall beverage Industry is a distinct advantage.
Personal Qualities
  • You are Pro-active, Goal-oriented, and Passionate about delivering results and constantly seek to improve.
  • You love the consumer. You create strong positive first impressions and easily build those into great relationships with customers.
  • You demonstrate resilience by overcoming challenges and staying calm under pressure.
  • You demonstrate entrepreneurial thinking, looking for new ways to achieve better results

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.