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Careers at Bacardi

Category Development Manager, On Trade ( Barcelona, Spain)

Job Name

Category Development Manager, On Trade ( Barcelona, Spain)







Reporting Line:

Category Development Director

Job type:

Full time

Lead recruiter:

Lucia Feijoo Soler

About the role

Your Opportunity

In this role you will be accountable to fully manage all On-Trade related programs and execute them focusing in the Spanish market. 
Your ability to manage multiple projects at any given time will be key, as will be your comfort in working seamlessly within the matrix, in particular with the Brand teams and Commercial teams.
  • You will build and develop best in class Category development capabilities at a Country level that will enable us to win in the marketplace.
  • You will responsible for applying the Where to Play and How to win category growth framework in your Country ensuring it informs our channel strategies and plans through the IAP (Integrated Activity Planning) process.
  • You will ensure that your Country organization has the insights to build Channel and Purchaser propositions that win customer support for our growth plans and unlock incremental value for the Customer and Bacardi
  • You will apply the global framework and capabilities to build Purchaser Marketing programs that drive profit and value share.
  • You will be the local expert on Purchasers across the On-Trade and how their needs and decisions shape category choice and brand choice across channel segments. You will use this knowledge to inform Cluster so that we gain competitive advantage in converting consideration to purchase. You will partner with Cluster teams to prioritize insight needs
In this role, you will primarily be based in the Local office where you will be working with multi-functional team colleagues. However, you will be part of the broader Category Development Community across Europe and as such there will be some travel to other markets or to the Cluster Head Office for the purposes of inspiration, input and alignment.


With our Consumer at the heart, your key focus will be

Drive results & excellence in execution 
  • Provide local purchaser-specific insights to inform customer review meetings and commercial propositions.
  • Adapt the Global Point of Purchase (POP) vision and strategy for the overall spirits and the specific categories ensuring our Category vision comes to life within the local On-Trade environment.
  • Apply the global Category Growth framework embedding an occasion-based approach which informs the “Where to Play” strategy and the “How to Win” execution through the IAP (Integrated Activity Planning) process.
  • Apply the framework by which we will create, identify and codify successful Purchaser Marketing programs that drive value share for our brands
  • Brief Cluster on adaptation required to meet country or Customer needs, feed into Cluster Jobs-to-be-done from local purchaser opportunities related to the On-Trade 
  • Share, ‘steal’ and re-apply activation ideas and executions from other markets where relevant programs and plans exist 
  • Build and manage specific Customer Engagement programs, including but not limited to reward schemes, online communication platforms, incentive programs, social media guides, etc. 
  • Develop on-going Account Manager content (Inspiration decks, update sales map, provide sell in decks on specific On-Trade activation). 
  • Provide reports to the business on the Customer Engagement programs; usage, levels of engagement, return over investment, etc. 
  • Organize and manage customer-facing meetings on On-Trade relevant content. 
Develop talent and capability 
  • Together with Commercial Development, own and embed Category Development capabilities to build the organisation’s capacity to deliver year on year value growth.
  • Build a learning organization by creating a “share, steal and reapply” culture that systematically builds a database of Category Development best practices that feeds into the Cluster.
  • Work with the Country Commercial and Brand team to build capabilities and sustained ways of working.
  • Ensure implementation of learning and development plans and sustained learning for everyone in your team
  • Provide Cluster Category Development team with timely input on local purchaser and customer dynamics and insights 
Be part of a winning team
  • Help build a sense of community across the Cluster Customer Marketing teams
  • Set an inspiring vision and align the team behind challenging targets while creating a passion for winning
  • Engage in a culture of excellence in execution that recognizes and rewards high performance
  • Ensure all colleagues have a knowledge of Bacardi company history and culture

Skills and Experience

The Skills & Experience needed to create your legacy
  • Experience in Customer Marketing  (e.g. Purchaser/Shopper Marketing, Category Management, Sales and Channel Strategy)
  • Commercial skills gained through hands on Commercial roles in On-Trade
  • Experience in roles related to understanding customer and channel dynamics
  • Experience in analyzing data and producing actionable insights
  • Experience with Project Management
  • Proficiency in English language skills
The following experiences are preferred:
  • Sales / Marketing experience 
  • Experience within one or more companies that have an established reputation for shopper marketing excellence 
  • Experience in the Spirits and/or overall beverage Industry is a distinct advantage 
  • Local language(s) knowledge
Functional Excellence
  • Please review the Commercial Excellence Model for specific information on the functional experiences required for this role. 

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.