Skip to content


Careers at Bacardi

Nordics Brand Manager, based in Stockholm (preferred), Oslo or Helsinki

Job Name

Nordics Brand Manager, based in Stockholm (preferred), Oslo or Helsinki






Marketing - Communication - PR

Job type:

Full time

About the role

As a Nordics Brand Manager you will be accountable for delivering Brand performance targets in your Cluster, 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 Cluster. In this specific role, you will be both responsible for the consumer and
customer part of the brands involved, ensuring that all Above – and Below the line activities will be carried out as
specified in the brand plans.

  • You will input to the situation assessment of your Brands 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 to deliver maximum impact in-market and deliver annual Brand financial and commercial targets
  • You will manage an A&P budget for your brands as assigned to you by the Hub Brand Director
  • You will lead the in-market delivery of all consumer-facing Brand activities and all trade-facing activities, as defined in the IAP, ensuring execution excellence
  • You will handle the administrative tasks involved in making the brand plan come to life 

Brands involved in this role are :

This role is based in Stockholm (preferably), Oslo or Helsinki and may require some travelling in order to connect with your Hub team as well as some domestic travelling and travelling throughout the Nordics to meet with customers and third parties. Next to that, for these brands, the On Trade is an important channel, so from time to time, On Trade presence is

Key accountabilities and responsibilities

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

Category & brand strategy and activity planning
  • Provide Cluster 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 Cluster level
  • Provide guidance to Hub Brand Director on effective deployment of Brand A&P by activity & channel inmarket
  • Work closely with Hub Category team to extend the Hub IAP into a Cluster brand plan, with responsibility for adapting consumer- and trade facing assets and programs when required to do so by the Hub Brand Director

Integrated brand communication
  • Leads in-market execution and implementation of all consumer- and trade facing elements of the Cluster brand plan
  • Leads localization of brand communications plan, including local planning & buying of media with agency partner
  • Works with Hub Brand Manager, Category Director or Centre of Excellence to ensure that all brand content programmes and partnerships developed at Hub level are activated and commercialized effectively inmarket, including execution of PR, digital and experiential programmes and partnering with Customer
  • Marketing on advocacy programmes as required
  • Ensure that all brand assets developed in the Cluster 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 Cluster (revenue, profitability, share, equity) as agreed with Hub Brand Director in your Cluster brand plan
  • Work with Insights to ensure measurement & evaluation (M&E) plan in place on all brand activities in your
  • Cluster
  • Rigorously manage brand A&P budget, as assigned to you by your Category 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 Cluster
  • Developing talent & capability
  • Participate in functional capability development as required by Hub Category team
  • Developing talent & capability
  • Participate in functional capability development as required by Hub Category team

Measures of success

Achieve Brand/ Category financial and commercial targets in Cluster (revenue, profitability, share)
Drive improved Brand health in Cluster (e.g. awareness, penetration, engagement)
Deliver on measures of social currency for your Brand in Cluster (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 Cluster
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 and in the Country spoken language
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
  • International Nordics experience (Sweden, Nordics, Finland, Denmark, Iceland)
  • Experience with external distributors a plus
  • Remains abreast of legal regulations in the industry for the Country

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.