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Careers at Bacardi

Martini Brand Manager (Warsaw)

Job Name

Martini Brand Manager (Warsaw)






Marketing - Communication - PR

Job type:

Full time

Lead recruiter:

Malaika Haynes

About the role

As a Country Brand Manager you will be accountable for delivering Brand performance targets in your Country, and driving value creation for our Company. You will serve as an extension of the Hub and Global Category team, leading all Brand management activities in the Country. You will be responsible for planning, in alignment with your local Customer Marketing & Sales teams, and the execution of all consumer programs and assets to drive effective, local activation on your brand. 
  • You will input to the situation assessment of your Brand in the Country, contributing to defining the Hub “Jobs to be Done” each year as part of the annual Integrated Activity Planning (IAP) process 
  • You will extend the Hub IAP into a robust Country brand plan, coordinating with your local Customer Marketing team to deliver maximum impact in-market and deliver annual Brand financial and commercial targets
  • You will manage an A&P budget for your brand as assigned to you by the Hub Brand Team & the Country Team
  • You will lead the in-market delivery of all consumer-facing Brand activities and partner with Customer Marketing on all trade-facing activities, as defined in the IAP, ensuring executional excellence
  • You will work with Insights to ensure we measure and evaluate the performance of all Brand activities in your Country to optimise A&P spend
This role is based in Warsaw and may require some travelling in order to connect with your Hub team as well as domestic travelling to meet with customers and third parties. 

Key accountabilities and responsibilities

Consumer, shopper and customer understanding
  • Partner with your Hub Consumer & Commercial Insights team to build deep understanding of the target consumer and shopper for your Brand in your Country in order to tailor local execution of Brand activities effectively
  • Actively consult on the situation assessment for the Brand in your Country, partnering with Hub Consumer & Commercial Insights to develop local consumer, shopper and customer learnings on triggers and barriers to Brand growth

Category & brand strategy and activity planning
  • Provide Country Brand input into the definition of “Jobs To Be Done” in the Hub Integrated Activity Plan (IAP), under the overall co-ordination of the Customer Marketing team at Hub and Country level
  • Provide guidance to Marketing Manager and Hub team on effective deployment of Brand A&P by activity & channel in-market
  • Work closely with Hub team and local Customer Marketing team to extend the Hub IAP into a Country brand plan, with responsibility for adapting consumer-facing Hub assets and programes when required to do so by the Hub Brand Director

Integrated brand communication
  • Leads in-market execution and implementation of all consumer-facing elements of the Country brand plan and provides brand input to Customer Marketing on all shopper-facing activity on the brand
  • Leads localization of brand communications plan, including local planning & buying of media with agency partner
  • Work with Real Time (Digital) team to ensure that all brand content is created according to the brand POV rules and is activated with the highest efficiency.
  • Works with the experiential agencies on delivering the best possible experience of our brands through building the connections with our consumers
  • Ensure that all brand assets developed in the Country adhere to Global Brand guidelines and local social responsibility policies and regulations and always follow the Bacardi Marketing Way best practice

Business performance management
  • Accountable for delivery of Brand performance targets in Country (revenue, profitability, share, equity) as agreed with Hub Category Director in your Country brand plan
  • Work with Insights to ensure measurement & evaluation (M&E) plan in place on all brand activities in your Country
  • Rigorously manage brand A&P budget, as assigned to you by your Hub Brand Director, in order to minimize costs and optimize returns on investment
  • Actively monitor Brand KPIs and provide guidance on corrective action to achieve agreed objectives

Creating a winning team
  • Actively support effective matrix working across Hub and Country

Developing talent & capability
  • Participate in functional capability development as required by Marketing Manager and Hub Brand Team

Role to Identify, develop, and make improvements to new ideas, techniques, procedures, services, or products (Check one)
___Follow - no changes to original
_?_Check - make minor changes
___Modify - adapt or enhance quality or value
___Improve - change significantly

Measures of success

  • Achieve Brand/ Category financial and commercial targets in Country (revenue, profitability, share)
  • Drive improved Brand health in Country (e.g. awareness, penetration, engagement)
  • Deliver on measures of social currency for your Brand in Country (e.g. social media buzz)
  • Ensure adherence to global brand visual identity at all times
  • Ensure measurement & evaluation plan in place on over 80% of Brand activity in Country
For this role, you will receive the following:  A competitive base salary, annual bonus in line with our Annual Incentive Plan and competitive local market benefits.

Critical experiences for success

To be successful in this role you will have/be: 
  • Brand management experience in progressive roles, leading different Marketing projects
  • Experience multiple specialty areas: digital, innovation, promotions, events, media, etc. 
  • Verbal/written skills at all levels in an organization; ability to generate meaningful presentations
  • Degree and/or professional Marketing qualifications
  • Fluent command in English (other Hub Language fluency is desirable)

The following experiences are preferred:
  • Drinks and Luxury Category experience is an advantage 
  • Experience in additional functions beyond the ones listed above 
  • Ability to work under pressure and to deal with ambiguity
  • Comprehension of competitive market for brand and Category in the Hub and how to use available data to develop initiatives to grow the brand
  • Remains abreast of legal regulations in the industry for the Country

Ethical Practice : Experienced
Insights for Action : Experienced
Strategy and Brand : Experienced
Commercial Activation : Experienced
Brand Ideas and Connections : Experienced
Agency Partnership : Experienced

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

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.

Our ways of working

Our family legacy has positively influenced our ways of working and has shaped the values to which our employees aspire. We’re caring, like a family, and not only internally, but also in the wider communities in which we operate. This is demonstrated by our commitment to both act responsibly and promote the choice to drink responsibly. We trust one another, and through that trust are able to forge strong teams and networks that empower our matrix organization structure. We’re passionate, reflecting our Latin heritage, and this means that we commit more than just time to our work: we commit energy, heart and soul. We are dedicated to being a role model in our industry, and we approach everything we do with Integrity First. Together, our values help us create what we’re most proud of: our True Heart and Winning Spirit – both in our home markets and across the world.