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Careers at Bacardi

On Trade Activator (CPA)

Job Name

On Trade Activator (CPA)






Marketing - Communication - PR

Reporting Line:

Marketing Manager Portugal

Job type:

Full time

Lead recruiter:

Irene Castro

About the role


As On Trade & Experiential Activator you will be part of the Marketing in Portugal and will be responsible for the On-Trade execution of the activities in the local Integrated Activity Planning (IAP) for Core and Premium brands ensuring that excellent execution is at the forefront of all our customer facing activity. You will also be responsible of taking care of the execution of the main experiential events happening in the country being the point of contact of the agencies and being present in the events to ensure that all happens correctly.
You will have a strong footprint in the field and work closely with Business Managers covering full country and assuring a cohesive approach to planning & execution to ensure consistency and effectiveness, according with local market needs and fully aligned with Brand/CPA Managers.
You will build and develop best in class CPA capabilities at a local level that will enable us to win in the marketplace.
The nature of the role will mean that the majority of your time will be spent in the field supporting the Business Managers and with high focus on potentiating the visibility and activation of our Core and Premium brands in the outlets.


  • Deep knowledge of the Core/Premium brands BVI’s, assuring updates with the BM/CPA
  • Assure the update of all new Brand Assets that can be adaptable/used by the team in the Mkt Assets Sharepoint
  • Responsible for the Core and Premium brands On-Trade tailor-made Visibilities and Activations in line with the IAP Activities
  • All the tailor-made visibilities will require a visit to the outlet to assess if the brand proposed fits and to receive inputs from the Customer.
  • 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
  • Work with Design Agencies for the Brand visuals proposal (aligned with BM/CPA) and assure approval of the Customer through the Business Managers (this may require several rounds of adaptations until reach an agreement with the customer and keeping the brand identity).
  • 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 executions are done with excellence
  • You will be responsible to build and keep updated a On-Trade Execution Activity Calendar with project kick off, and timeline for design, approval and production, 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 impact in the brand(s) sell out before and after the implementation, feeding the IAP Tracker
  • Manage all the local Brand Activations planned for the Core and Premium brands, assuring monthly report with the updated results for measure and evaluation, feeding the IAP Tracker
  • Weekly meetings of projects status for BM/CPA and Sales
  • You will manage the A&P budget approved for the brands, looking to increase efficiency
  • Weekly Field Visits 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
  • 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.
  • You will be in charge of the execution of the experiential plan agreed for Portugal being the contact point for the event promoter, sales team and CPA/Brand Team ensuring that all happens at the correct time and that the execution is perfect.
  • You will help the sales team on the prioritization and to build the standard execution for all the “commercial” experiential events that we want to happen in the country.

Skills and Experience

  • Experience managing Key Customers;
  • People management experience including proven coaching abilities and leadership abilities to create a collaborative high performing team
  • Sense of ownership, teamwork spirit and focus in objectives
  • Demonstrable track record of performance in Commercial
  • Proficiency in English language skills
  • Fluency in Country’s most spoken languages – Portuguese
  • Strong track record of delivery with Customers
  • Strong negotiation skills
  • First hand field sales experience
  • Working knowledge of sales effectiveness tools processes and category management

  • 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.