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Senior Brand Manager, Global Travel Retail

Job Name

Senior Brand Manager, GTR, Dewar's


United Kingdom




Marketing - Communication - PR

Job type:

Full time

Lead recruiter:

Hayley Snowball

About the role

As Senior Brand Manager, Global Travel Retail, you will be responsible for delivering best in class brand management for the Dewar’s brand. You will support with the Senior Marketing Manager to deliver brand building activations that support and are in line with the brand strategy and annual planning process and for your brand, with marketing assets that create value and financial impact for our company.

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 Global Brand teams, GTR Regional Customer Marketing teams, Commercial teams, Key Account Managers.
  • You will assist in the company’s capability to win customer support in the GTR channel for Category and channel plans, while improving market share and net revenue per case
  • You will help deliver the Integrated Activity Planning (IAP) process for your brand(s) in GTR, ensuring that the Commercial teams receive high quality omni channel marketing programs, materials & assets to deliver value to our company and target consumer
  • You will lead the monthly business reporting for your brand across the matrix (incuding finance) to ensure we identify and move with pace on core areas of opportunity and challenge within the brand/category/channel 
  • You will lead the development of tools, frameworks and programs that help to win Customer support for Category and Channel plans, driving sales growth and net revenue per case. This includes leading our capability in commercialising innovation with channels and customers
  • You will work closely with the Global Brand teams to help ensure close alignment, leading day-to-day interaction and regular monthly updates  
This role is varied and while based in the London office, there will be some time required interacting with the commercial teams as well as key customers. As a result, you can expect to travel to stay connected to all stakeholders.

Key accountabilities and responsibilities

Drive results & excellence in execution
  • Focused on increasing the scale, impact and quality of marketing activations across GTR for your brand(s)
  • Works to step change the consumer experience & impact of GTR activations for your brand(s); identifying and implementing ways to increase shopper engagement and brand building impact in all that we do
  • Lead the development of the 12Q innovation plan for your brand(s) in line with financial and brand building targets
  • Develops compelling Activation Toolkits that translate Global Consumer Brand strategies into high quality executional activations in GTR (specifically enabling high quality merchandising and high profile activations)
  • Feeds into the adaptation of Global Consumer Brand strategies into compelling GTR Channel Strategies 
  • Develops and leads the execution of the Integrated Activity Plan (IAP) annual process across GTR for your brand, securing input from Regional Directors, Commercial Sales teams, Regional Trade Marketing, Finance and Customers
  • Leads development of the activation toolkit for Merchandising and HPAs, with support from Marketing Manager
  • Builds Bacardi Value Propositions for GTR that unlock customer support and define how we ‘show up’ to customers
  • Partners with the Regional Managers to assist in planning and delivering their marketing activities with key Customers 
  • Integrates Consumer, Purchaser & Category propositions into compelling GTR channel propositions 
  • Maximises the value generated in GTR and leverage the Picture of Success initiative to deliver measurable improvements in quality of execution, P&L performance uplifts and positive ROI
  • Helps drive the Revenue Growth Management agenda in GTR: by completing robust analysis, supporting the process setting pricing and promotional guidelines for your brand(s)
  • Supports commercialisation of innovation initiatives – as part of a cross-functional team, bringing both Global and Local Innovation ideas to market through the development of a winning toolkit for NPD sell in to customers
  • Works cross-functionally to monitor execution of the IAP, confirming that markets receive assets in timely and relevant detail to secure full Customer support. Take action to resolve issues where appropriate

Business performance management
  • Focused on delivering Global Travel Retail Brand performance targets (revenue, profitability, share, equity, return on investment).  Shares accountability with Commercial teams for delivery of Global Travel Retail Brand performance targets (revenue, profitability, share, equity, return on investment)
  • Encourages and supports the measurement and evaluation of over 80% of Gold-Silver-Bronze outlet brand investments in order to identify, codify and rollout successful Brand growth drivers
  • Monitors brand performance and providing performance driving ideas to Commercial teams
  • Builds & manages GTR global brand marketing spend vs plan to ensure budgets are appropriate and sufficient to deliver strategic goals, challenges Regional teams where proposed changes to plan are not considered aligned

Traveller, shopper and customer understanding
  • Builds deep understanding of target consumer/shopper groups across key geographies globally, in order to inform robust consumer driven strategy of the Brand
  • Builds deep understanding of key GTR customers, informing how we can support customer strategies and in order to develop implementable brand propositions

Create a winning team
  • Shares and demonstrates best practice Global Customer Marketing standards across GTR
  • Demonstrates effective matrix working within and between teams in Global Brand Marketing, GTR Regional Trade Marketing and GTR Regional Commercial/Sales 
  • Always operates with a shared sense of purpose between employees in the GTR global and regional teams
  • Ensures that learnings across our Global brands is brought into the GTR team and visa versa
  • Manages agencies to ensure optimum spend effectiveness & the highest quality deliverables
  • Drives customer marketing capability and know-how across the GTR team

Measures of success

Performance: Achieve Net Sales Value (NSV) and Direct Brand Contribution (DBC) growth targets vs. budget and NSV per case target ahead of plan, deliver Marketing spend return on investment
Value share: Drive target value share growth
IAP scorecard: Deliver IAP targets in all GTR Regions 
Customer: Achieve target customer satisfaction measures
Strategy: Full participation in the development, delivery, and ownership of the Hub Commercial Strategy
Employee engagement: Deliver sustained improvement in engagement and enablement
Talent: Deliver against talent management objectives

Critical experiences for success

To be successful in this role you will have/be: 
  • Significant experience in Marketing (e.g. in roles in covering Strategic Category Management, Consumer Marketing, Purchaser/Shopper Marketing, Sales and Channel Strategy, Integrated Business Planning, Revenue Growth Management, Brand/Product Innovation)
  • Experience in delivering Innovation 
  • Experience in roles related to understanding customer and channel dynamics
  • Experience in an international environment in FMCG
  • Experience/understanding of handling P&L accountabilities (e.g. as a customer/key account manager) 
  • Experience managing external agency relationships
  • Highly organised
  • Proficiency in English language skills
  • 2.1 or above at a leading University, Masters in Marketing an advantage
The following experiences are preferred:
  • Experience within one or more companies that have an established reputation for marketing excellence 
  • Experience in the Spirits and/or overall beverage Industry is a distinct advantage 

Please review the Commercial Excellence Model for specific information on the functional experiences required for this role. 

Living our Values and demonstrating high Learning Agility will be fundamental not only for success in this role, but also for potential growth to other roles across Bacardi in the future.  We have a clearly defined Leadership Excellence framework, and you will be expected to be a role model of all 6 elements: Focus Externally to Win / Drive Execution & Results / Lead Strategically & Know your Business / Make the Matrix Work / Lead by Example / Develop and Inspire Talent 

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.