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Bacardi

Careers at Bacardi

Senior Brand Manager - Angel's Envy

Job Name

Senior Brand Manager - Angel's Envy

Country:

United States of America

City:

Chicago, IL

Function:

Marketing - Communication - PR

Job type:

Full time

Lead recruiter:

Michael Stoess

About the role

As a Senior Brand Manager, you will be accountable for delivering Brand performance targets, and driving value creation for our Company. You will serve as lead for all Brand management activities – development and execution. You will be responsible for planning, in alignment with our Brand Team & Field Marketing Team, and the execution of all consumer programs and assets to drive effective, local activation for Angel’s Envy.

·         You will provide insights for the situation assessment for the Brand in the market, and contribute to defining the “Jobs to be Done” each year as part of the annual Integrated Activity Planning (IAP) process

·         You will extend the IAP into a robust market brand plan, coordinating with the local Field Marketing and Activation teams to deliver maximum impact in-market and deliver annual Brand financial and commercial targets

·         You will manage an A&P budget for your brand as assigned to you by the Marketing Director, working closely with the Assistant Brand Manager and Marketing Coordinator and the Finance team to ensure the brand stays within budget and proper phasing

·         You will lead the Brand’s Digital and Social Strategies, working with the Assistant Brand Manager and Marketing Coordinator to execute robust digital and social plans across social media (paid and organic), CRM, and e-commerce.  Reporting, analysis, and driving the digital and social strategies are key to this role.

·         You will lead the in-market delivery of all consumer-facing Brand activities and partner with Field Marketing on all trade-facing activities, as defined in the IAP, ensuring executional excellence

·         You will manage and lead agency relationships for the Brand for Social, Digital, PR, and Shopper Marketing, facilitating cross-functional collaboration

·         You will develop an Insights process to ensure we measure and evaluate the performance of all Brand activities in your market to optimize A&P spend

·         You will assist with the Brand’s international expansion efforts, helping with the implementation of the Brand’s international strategy as needed

This role is based in the Chicago Angel’s Envy office, though the role will require some travel to interact with the Louisville based Brand Home, Field, Agencies, and key Customers. 

Key accountabilities and responsibilities

Consumer, Shopper, and Customer Understanding

·         Builds deep understanding of target consumer groups in order to inform robust consumer driven strategy

·         Actively input into the situation assessment for the Brand in your market, partnering with Consumer & Commercial Insights to share local consumer, shopper, customer, and bartender learnings on triggers and barriers to Brand growth

Category & Brand Strategy and Activity Planning

·         Provide input into the definition of “Jobs To Be Done” in the Integrated Activity Plan (IAP)

·         Provide support to Marketing Director on effective deployment of Brand program A&P by activity & channel in-market

Integrated Brand Communication

·         Leads in-market execution and implementation of all consumer facing elements of the brand plan and provides brand input to Field Marketing on all consumer-facing activity on the brand

·         Leads localization of brand digital and communications plan, including local planning & buying of media

·         Works with all teams (Regional Managers, Whiskey Guardians, etc.) to ensure that all brand content programs and partnerships developed are activated and commercialized effectively in-market, including execution of PR, digital, and experiential programs and partnering with Field Marketing on advocacy programs as required

·         Liaises with Regional Managers and Shopper Marketing Agency in the development and execution of on & off premise commercial programming

·         Ensures that all brand assets developed in the market adhere to Brand guidelines and local social responsibility policies and regulations and always follow marketing best practice

Business Performance Management

·         Accountable for delivery of Brand performance targets in market (revenue, profitability, share, equity) as agreed with the Finance team and Senior Management

·         Work to ensure measurement & evaluation (M&E) plan in place on all brand activities in your market

·         Rigorously manage program A&P budgets in order to minimize costs and optimize returns on investment

·         Actively monitor brand activities and provide guidance on corrective action to achieve agreed objectives

Creating a winning team

·         Actively support effective matrix working across Brand and Field Team

·         Directly coaches and manages ABM and Marketing Coordinator

Developing talent & capability

·         Participate in functional capability development as required


Measures of success

·         Achieve brand financial and commercial targets (revenue, profitability, share)

·         Drive improved brand health (e.g. brand awareness, penetration, engagement)

·         Deliver on measures of social currency for our Brands (e.g. social media buzz)

·         Ensure consistent adherence to Brand visual identity in all markets at all times

·    Ensure measurement & evaluation plan in place on over 80% of brand activities

Critical experiences for success

To be successful in this role you will have/be:

  • Brand management experience in progressive roles, leading different Marketing projects (4-8 years)
  • Experience in multiple specialty areas: digital, innovation, promotions, events, media, etc.
  • Verbal/written skills at all levels in an organization; ability to generate meaningful presentations
  • Degree and/or professional Marketing qualifications – MBA degree with Marketing specialization preferred
  • Fluent command in English (other Language fluency is desirable)
  • Experience with a matrix organization and managing multiple stakeholders in a complex environment; ability to work across & influence multiple functions (e.g. customer marketing, finance, supply chain)
  • Experience leading marketing and brand strategies through to execution
  • Drives execution, measures, codifies, learns and improves: someone that has a solid balance between strategic and visionary thinking but always using data, analytics and facts to support their vision and strategy.
  • Commercial Marketer: someone that has a strong understanding of the commercial aspects of the business across the key variables: Channel, Price, Promotional activity, Through-the-line activation, etc.
  • Highly strategic, analytical, and critical thinker with the ability to approach very complex problems and distill them into simple, powerful strategies
  • Networking skills: Proven ability to create strong value adding relationships across the organization, with agencies and key stakeholders.
  • People developer and team builder

The following experiences are preferred:

  • Beverage alcohol and Luxury Category experience is an advantage
  • Experience in additional functions beyond the ones listed above
  • Ability to work under pressure and to deal with ambiguity
  • Comprehension of competitive market for brand and category and how to use available data to develop initiatives to grow the brand
  • Understanding of regulations, industry dynamics and 3 tier distribution system, etc. – remains abreast of legal regulations in the industry
  • Understanding of media landscape and relevant legal restrictions to communication and sale of alcohol in the US
  • Up-to-date knowledge of market trends in the industry and ways to communicate with consumer via different types of media and experiences; good sense of bar trends
  • International experience is a plus

FUNCTIONAL EXCELLENCE

  • Ethical Practice: Experienced
  • Insights for Action: Experienced
  • Strategy and Brand: Experienced
  • Commercial Activation: Experienced
  • Brand Ideas and Connections: Experienced
  • Agency Partnership: Experienced

Our ways of working

Our family legacy has positively influenced our ways of working and has shaped the values to which our employees aspire. We’re caring, like a family, and not only internally, but also in the wider communities in which we operate. This is demonstrated by our commitment to both act responsibly and promote the choice to drink responsibly. We trust one another, and through that trust are able to forge strong teams and networks that empower our matrix organization structure. We’re passionate, reflecting our Latin heritage, and this means that we commit more than just time to our work: we commit energy, heart and soul. We are dedicated to being a role model in our industry, and we approach everything we do with Integrity First. Together, our values help us create what we’re most proud of: our True Heart and Winning Spirit – both in our home markets and across the world.