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Careers at Bacardi

Marketing Manager Grey Goose & Patron, France

Job Name

Marketing Manager Grey Goose & Patron, France




St.-Denis, Île-de-France, France


Marketing - Communication - PR

Reporting Line:

Regional Brand Director

Job type:

Full time

Lead recruiter:

Geraldine Lefaux

About the role

Your Opportunity

Leadership of Grey Goose & Patron in France with specific responsibility of developing and delivering annual marketing plans, executed excellently, that fully integrate customer & consumer programs to deliver a seamless consumer journey that create value for consumers, and by doing so deliver healthy brand growth for the short, medium and long term.

A focus will be recruiting and retaining the next generation of consumers into both brands, resetting the brands commercial infrastructure (AVQPAP), and diversifying the channel and occasion mix.

France is an important market for both Goose and Patron, there is huge growth potential to grow, and increased investment to scale validated PGDs to scale. This role will spearhead the ‘FY23 execution’ and drive the 5-year acceleration roadmap. 

About You 

To be successful you must be able to inspire, influence & impact business decisions to drive commercial commitments (AVQPAP), and investment choices for Goose. You must be able to nurture and develop talent and the team, cultivating a positive and joyful team dynamic with clear roles and responsibilities. 
Specific responsibilities include:
  • Diagnose market and CJTBD to map out clear strategic imperatives, brand plan (and executional tactics) to win, based on business rigour and clarity of the SA, and then implemented it beautifully. 
  • Accountable for P&L management, performance tracking and road mapping sustainable short, medium, long term brand growth  
  • Thorough M&E and commercial KPI commitment tracking to hold everyone to account and ensure our investment returns. 
  • Lead and develop locally connection strategy and plan and creative development of local creative content.


With our Consumer at the heart, your key focus will be to:
  • Building annual plans and programming that leads with putting the consumer at the heart of everything we do. 
  • Partnering with Category, RGM, & Commercial teams to ensure full TTL deliver of programming to drive sales and equity gains.  With specific focus on accelerating our AVQPAP targets and delivery. 
  • Building effective relationships and excitement within the organization with all stakeholders to ensure engagement leading to project delivery and always maximizing the innovation opportunity. 
  • Actively monitor Goose’s KPIs (commercial, financial & equity), and provide guidance on corrective action to achieve agreed objectives
  • Ensuring clear M&E for 80% of plans and programming
  • Full P&L responsibility ensuring it is delivered to budget 
Create a Winning Team:
  • Leading, inspiring and nurturing a team, with 1 direct report and a wider cross functional team. 
  • Direct line management of Brand Manager. Providing a clear vision, with clear objectives, priorities and roles and responsibilities  
  • Actively support effective matrix working Nationwide as well as coach, nurture and develop local CPA manager. 
Measures of Success: 
  • A nurtured, inspired, motivated team operating at their best with clear roles and responsibilities
  • Delivery of ‘healthy’ brand growth in support of the DACH P&L, resetting the channel and occasion mix to reduce reliance on ‘BTT’ accelerating new ON TRADE OCCASIONS, ECOM and OFF TRADE. Lead the growth in ‘cocktail to table’ strategy to deliver new sources of growth in partnership with cross functional CPA, commercial and advocacy teams
  • Clear diagnosis of the challenges of the market to create simple and focused plans to deliver growth for the future 
  • Unlock versatility global strategic imperative at scale. Recruit and Retain more consumers, in more occasions, to choose GG/PATRON more often, by addressing the barriers that currently prevent them from doing this today.  
  • Strong relationship across the French, Regional and Global business, including commercial team, CPA, supply chain, cat dev, RGM and within the LT 

Skills and Experience

The Skills & Experience needed to create your legacy
  • You will have experience developing a brand strategy for a market, as well as then the execution & tactics of this. 
  • You will be solutions orientated with a passion to drive and deliver results. 
  • You will have analytical skills with a demonstrated aptitude turning data and information into actionable insights. 
  • You will have demonstrated excellence in execution in previous roles. 
  • You will have demonstrated success in leading complex projects involving multiple stakeholders in previous roles.
  • You are comfortable in working with ambiguity, super resilient to challenge and a passion & energy to perform & win with others. 
  • And of course you will be great at communicating and motivating cross-functional teams, vendors and agencies. 
Key Relationships and Interdependencies
  • Your ability to operate and orchestrate seamlessly within the matrix will be critical for your success in this role and of the function.
  • Convey strategy and actions to inspire all functions across the business
  • Ability to work hand in hand with CPA, RGM, Category and Commercial teams 
  • Adapt and Exchange (reach agreement with): Commercial Leadership, Sales Leadership and Marketing Leadership.
  • Influence (affect change): Insights, Marketing, Commercial Performance and Analysis, Sales
  • Inspire and lead agencies to deliver world class work 
Personal Qualities

You are passionate and self-motivated to make a positive impact on brands, markets, and teams, always having fun along the way. People gravitate to your positive, motivating and caring personality, helping you to carve out excellent relationships, winning teams with people who want to work with/for you, and enables you to influence and deliver via others regardless of reporting line. You have a passion for spirits, hospitality & marketing. You have an open mind and listen to all different perspectives but at the same time you have a clear vision of where you want to go.

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.