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Careers at Bacardi

On Trade Activator - Customer Promotions & Activation (CPA)

Job Name

On Trade Activator - Customer Promotions & Activation (CPA)







Reporting Line:

National On Trade Sales Manager

Job type:

Full time

Lead recruiter:

Andreia Filipa Pereira Nunes

About the role

What does an On Trade Activator do?

As On Trade Activator you will be part of the Sales team 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 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.


With our Consumer at the heart, your key focus will be to:
  • 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 Brands sharing tools
  • Responsible for the Core and Premium brands On-Trade tailor-made Visibilities and Activations in line with the IAP Activities and requests within Customer agreements
  • 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
  • You will be responsible for the BTL Agency Management concerning On-Trade execution projects: Briefing, Production and Activation.
  • 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 approval).
  • 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 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 for the Core and Premium brands, assuring KPI’s set and monthly report with results
  • Weekly meetings of projects status for BM/CPA and Sales
  • You will manage the On-Trade CPA A&P budget approved, looking to increase efficiency and respecting budget phasing
  • Monthly planning of 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.
  • Responsible for the incentive plan for Wholesalers, defining a strategy with the On Trade team to ensure the implementation of the program

Skills and Experience

The Skills & Experience needed to create your legacy
  • 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 on objectives.
  • Demonstrable track record of performance in Commercial/ Trade Marketing
  • Proficiency in English language skills
  • Fluency in Country’s most spoken languages – Portuguese
  • 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.
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.