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Careers at Bacardi

Off Trade Channel Marketing Manager (Euroc)

Job Name

Off Trade Channel Marketing Manager (Euroc)


Netherlands, United Kingdom


London, Rotterdam


Marketing - Communication - PR

Reporting Line:

Channel Director EUROC

Job type:

Full time

Lead recruiter:

Daniela Duran Chaves

About the role


…Calling all experienced shopper marketing experts !
This is your opportunity to make a huge impact on where most brand purchase decisions are made by potential buyers – at the point of purchase (POP). You will have the opportunity to accelerate Bacardi’s ability to win bigger at the point-of-purchase through building and executing a program of insight, tools and best practice across our Euroc region. You will work with regional and market brand and customer marketing teams to put the consumer and shopper at the heart and drive conversion / rate-of-sale across the most important touchpoints. 


You are fearlessly curious and have a passion for making a difference with our consumers and customers. Innovative, with a restless passion for actionable insight you can engage with commercial and brand team primos cross-functionally across the region. You are adept at identifying the needs of the business and formulating an aligned plan that delivers lasting results. 


  • Lead a step-up in channel understanding, strategy and planning across our key Brand Market Combinations (BMCs) to drive clarity on key priorities that will create value for Bacardi and our customers
  • Develop in collaboration with the Purchaser Marketing team Bacardi’s approach to shopper programming and coach the organization in this methodology
  • Roll out and accelerate our model of how consumers navigate the alcohol category in the off-trade across key markets that helps us to understand their behaviours, visual attention and interactions with programmes
  • Shape our thinking and challenge current approach around our point-of-sale materials (POSM) investment helping the markets to prioritise items, find optimisation opportunities and build a picture of success for how our brand should show up at the point of purchase
  • Deep understanding of Off trade and its sub channels to identify profit pools for our brands to establish where to play within the off trade to maximise opportunities
  • Leads Measurement and evaluation best practice for off trade to identify and champion effective programmes and investments within the channel and customers
  • Own the collaboration with agencies (merchandising, shopper execution), including researching and identifying the best agencies to work with
  • Partner with the regional brand teams to ensure the shopper activity is fully integrated in the context of the overall brand playbooks
  • Be the bridge between sales and brand, ensuring our brand campaigns have presence in-store, through fully aligned and engaging activations that drive trial and / or rate of sale for our brands
  • Partner with market sales leaders to build close cross functional ways of working and take insights from markets which help build programmes that capture and support commercial opportunities

Skills and Experience

  • Functional – You have worked with brands in either trade / customer marketing / shopper marketing within FMCG.
  • Comfortable with brand building and shopper marketing methodologies you have previously used effectively to deliver strong, lasting commercial outcomes
  • Experienced in developing Channel Strategy based on purchase drivers and developing plans to deliver sustainable profit growth against the opportunities identified
  • Deep understanding of different retail channels and shopper marketing principles
  • Project management - You have exceptional project management skills and will have delivered multi-faceted projects by bringing focus and simplicity to complex situations in the pursuit of delivering exceptional results
  • Insights - You are seasoned in shaping research and insights projects to drive understanding and are able to work with commercial primos to get to actionable insight that enables changes to ways of working
  • Ability to lead change internationally by creation of close working partnershipsLanguages, fluent English essential and other languages highly desirable (French, German)

  • High energy approach – self starter that operates at pace who understands the power of positivity on teams in lowering barriers and finding solutions
  • Belonging: you have a strong capacity to create a culture of ‘Belonging’, where people feel appreciated for who they are, what they do, and who they can become
  • Self-Awareness: you have high levels of self-awareness, are reflective and know yourself well, understanding both your own strengths and weaknesses and your impact on others
  • People Agility: you bring a deep ability to understand and relate to people and navigate through tough situations to harness and multiply performance
  • Results Agility: you demonstrate consistent delivery of results in first-time situations by inspiring teams, exhibiting a presence that builds confidence in yourself and others.
  • Mental Agility: you can think critically to penetrate complex problems and expand the possibilities by making fresh connections. You think strategically whilst being execution focused and bring creativity to the challenges you’re presented with
  • Change Agility: you have a deep natural curiosity, desire to experiment and ability to effectively deal with the heat of change. You have a growth and learning mindset: ready to test, stumble, learn and apply from experience
  • Highly effective at building relationships

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.