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Careers at Bacardi

Head of Off Trade CPA (Commercial Planning and Activation) Benelux

Job Name

Head of Off Trade CPA (Commercial Planning and Activation) Benelux


Belgium, Netherlands


Brussels, Rotterdam



Reporting Line:

CPA Director Benelux & Nordics

Job type:

Full time

Lead recruiter:

Djamilla Mulders

About the role

In this role you will be responsible for delivering excellent Integrated Activity Plans (IAP) and for delivering perfect execution of those plans in off trade channels. Leading through a team of four Customer Planning & Activation Managers (CPA Managers).

Central to this role will be working cross functionally to ensure the Customer Marketing strategy is aligned to both the needs of our customers and the final consumer. In the process being a leading voice in connecting Sales, Consumer Marketing and Customer Marketing to deliver the overall business objective in the Off Trade.

Working in partnership with your team of four CPA Managers, you will be responsible for translating the BNL brand strategy to develop best in class customer facing solutions and manage investment to maximize return. You will lead all off trade multibrand activities across BNL (including Multibrand, occasion based promotions, gifting), ensuring maximizing effectiveness and efficiency, as well as synergies across countries.

You will be a key member of the yearly plan process ensuring effective KPI setting and tracking of off trade related IAP activities and work with the team to advise on course corrective actions if required.

You will be responsible for the local management of off trade Point Of Sale Materials (POSM) ensuring we have the right tools to deliver against the local market commercial Key Performance Indicators (KPI) , that these are used effectively and stock is managed efficiently.

Within this role, you will be the Liqueur Stores BNL (SPOC) for CPA, responsible, with the support of the the Key Account Manager, to ensure coordination and maximization of all brands plan the best plan to leverage at its maximum potential and to win in this crucial channel for us.

You will be responsible for the overall budget management of off trade initiatives. This involves a continuous follow up through Business Intelligence (BI), Supplier Relationship Management (SRM), budget phasing, Last Estimate (LE) updates.

The nature of the role will mean the majority of your time will be spent within the local market. This could either be in Brussels, Belgium or Rotterdam, The Netherlands. A minimum of 2 days/week will need to be spent in the other Country (NL/BE) you are responsible for and travel to Luxembourg will be required. Off trade visits/support and customers visits will be essential part of the role.



  • Lead, inspire and develop a team of four CPA Managers
  • Manage the total BNL Off Trade A&P budget
  • Build long-term relationships with key strategic customers
  • Lead the implementation of the total Off Trade Customer Marketing strategy
  • Consults and advise key local stakeholders on channel level plans & activities
  • Localize BTL activation toolkits and produce materials and services
  • Where required, assist Brand activation Manager(s) in the development of Regional toolkits
  • BTL agency management & briefing responsibility

Skills and Experience

To be successful in this role you will have/be

  • University degree or higher commercial education
  • Min. 5 years relevant experience (customer marketing, brand management, sales, agency side)
  • Off trade experience is considered a plus for this role
  • Proficiency in English, fluent in Dutch or French (ideally both)

Functional Excellence

  • Experienced in working with stakeholders to develop and implement clear agendas and longer term execution plans
  • Experienced in balancing long and short term priorities to create efficiencies
  • Experienced in managing stakeholders to ensure timely delivery of best in class IAP plans. Actively builds and leads interactions between the functions to ensure plans are implemented with high standards and goals are met
  • Excellent organization skills
  • Experienced in actively influencing external & internal networks and decision makers – a passion for the drinks industry and building 1st class customer relationships
  • A flair for presenting ideas and plans with the ability to flex style to their audience
  • Ability to work under pressure and to deal with ambiguity
  • Comprehension of competitive market for brand and Category in the Cluster and how to use available data to develop initiatives to grow the brand
  • Remains abreast of legal regulations in the industry for the Country
  • Experience in leading and developing a team

Leadership Excellence

Living our Values and demonstrating high Learning Agility will be fundamental not only for success in this role, but also for potential growth to other roles across Bacardi in the future. We have a clearly defined Leadership Excellence framework, and you will be expected to be a role model of all 6 elements: Focus Externally to Win / Drive Execution & Results / Lead Strategically & Know your Business / Make the Matrix Work / Lead by Example / Develop and Inspire Talent.

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.