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Careers at Bacardi

Patrón Activation Manager

Job Name

Patrón Activation Manager




Barcelona, Ibiza, Madrid, Málaga


Marketing - Communication - PR

Reporting Line:

Senior Brand Manager

Job type:

Full time

Lead recruiter:

Daniela Duran Chaves

About the role

What does an On-Trade Activator do?

As an On Trade Activator for Patrón you will play an integral role in the development and support of our Prestige WIKC &  summer hotspot plan. You will be part of the Patrón brand team in Spain and will be responsible for the On-Trade execution of the activities in the local Integrated Activity Planning (IAP) for Prestige WIKC accounts (Barcelona & Madrid), summer outlets and hotspots (main focus Ibiza, Marbella) ensuring that excellent execution and visibility is at the forefront of all our customer facing activity.

You will have a strong footprint in the field and work closely with Business Managers and Head of Field covering all the key outlets and assuring a cohesive approach to planning & execution to ensure consistency and effectiveness, according with local market needs and fully aligned with the local Brand Manager.

You will build and develop best in class brand visibility, execution and rate of sale driving initiatives at a local level that will enable us to win in the brand’s most influential outlets.
The nature of the role will mean that the majority of your time will be spent in the field supporting the Business Managers, CPA & the Head of Field of WIKC and Summer’s Hotspots plan to ensure the excellence in the plan’s execution.

This is an exciting opportunity to be part of an acceleration brand in our business & within a key Lighthouse market.


With our Consumer at the heart, your key focus will be to:
  • Keeping Patrón Perfect - Leading from example as an ambassador for how Patrón is executed at point of purchase. Ensuring that Patrón Worthy level of drinks experiences are delivered and maintained in the accounts that they can directly influence and via their Sales contacts
  • Optimising Consumer & Commercial Brand Plans - Ensure that the local customer & advocacy plans are being executed with excellence in order to deliver against the PATRÓN and Prestige brand promises and potential, in collaboration with the Brand Manager, Sales and CPA teams to deliver against short and long-term commitments.
  • Perfecting Commercial Influence - Utilising existing and new advocacy tools and platforms you will work side by side with the sales teams to identify new opportunities and accelerate the delivery of the AVQPAP fundamentals.
  • Ensuring Reporting & Analytics Delivery - Contribute to the monthly review meetings; identifying opportunities to support sales teams within specific accounts, leveraging programs or brand education activity.
  • Responsible for Patrón’s On-Trade tailor-made Visibilities and Activations in line with the IAP Activities and requests within Customer agreements 
  • You will lead the development and implementation of a variety of customer-focused materials and programs according with Brands toolkits, local social responsibility policies and regulations
  • You will be responsible for the BTL Agency Management concerning On-Trade execution projects: Briefing, Production and Activation and in conjunction with Brand and CPA representatives.
  • Work with selected Agencies for production of tailormade visibility material aligning with BM/CPA the cost of the visibility for each outlet and assuring that all the executons are done with excellence
  • You will be responsible to build and keep updated an On-Trade Execution Activity Calendar with project kick off, timeline for design, approval, production and KPIs, assuring that Sales and Customers have accurate information.
  • Secure excellence in implementation by being in the outlet in person with the Agency in order to confirm if the execution is in line with the design approved.
  • Follow up on the tailormade visibility evaluation with support from Sales in order to measure the KPIs and deliver evaluation report 
  • Manage all the local Brand Activations planned, assuring KPI’s set and monthly report with results 
  • You will manage your own activation budget, whilst looking to increase efficiency and respecting budget phasing
  • Planning weekly Field Visits (during the summer season) with the Business Managers in order to evaluate the potential for new visibilities and the update/renew of older ones in outlets with high potential – time management and diary planning will be crucial to this role and having mobility will also be key, as you will be expected to follow the consumer i.e. Hotspots (Ibiza & Marbella in Summer)
  • You will influence the development of On-Trade Channel Strategies that through the Integrated Activity Plan (IAP) process are converted into winning value propositions that drive value growth.
  • Accelerating Advocacy & Education - Take ownership for the local market commercial advocacy plan. Weekly reviews submitted to the Brand Manager on a weekly basis and against a target of Availability, Visibility and Quality.
  • Lead the Hacienda experience 

Skills and Experience

The Skills & Experience needed to create your legacy:
  • Experience managing Key Customers;
  • Proven influencing abilities and leadership attributes in order to achieve activation goals
  • Sense of ownership, teamwork spirit and focus on objectives.
  • Good knowledge of BTL rate of sale driving initiatives
  • Demonstrable track record of performance in Commercial/ Trade Marketing
  • Proficiency in English language skills
  • Fluency in Spanish and English
  • Strong track record of delivery with Customers 
  • Strong negotiation skills
  • Firsthand field sales experience
  • Working knowledge of sales effectiveness tools processes and category management
  • Available to travel and flexible schedule to follow up activities.
  • Good experience in management social networks 
Personal Qualities
  • Passion / Attitude / Sense of ownership (act like an owner, plan to win)
  • Person with high leadership and proactive component and initiative
  • Demonstrated experience in passion for growth and teamwork
  • Organized (strong organizational skills)
  • Collaborative / Teamwork focus

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.