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Bacardi

Careers at Bacardi

Senior Brand Manager (M/W/D) Incubation Brands

Job Name

Senior Brand Manager (M/W/D) Incubation Brands

Country:

Germany

City:

Hamburg

Function:

Marketing - Communication - PR

Reporting Line:

Incubation Director: London based

Job type:

Full time

Lead recruiter:

Hayley Snowball

About the role

Accountable for driving the effective seeding and growth of Incubation brands in Germany, Austria and Switzerland (DACH)
  • Leading the situation assessment for each Incubation brand, helping to define the "jobs to be done" and marketing plan required to deliver these
  • Leading the development of integrated activity plans and consumer programs in market
  • The champion for Incubation brands; an evangelist for dedicating resource to deliver brand strategy and the plan to deliver growth
  • Managing and protecting A&P budget
  • Build effective relationships with commercial and marketing stakeholders (market & global) to support and ensure plans and resource are aligned to delivering the growth model
  • Ensure discipline on pricing by working closely with the commercial and finance teams
  • Inspire and support an entrepreneurial approach that facilitates innovative 'test & learn' initiatives

ABOUT YOU
  • A self-driven multi-tasker
  • Ability to work effectively with and inspire stakeholders at all levels
  • Whisky expertise/passion a benefit
  • Strong understanding of the key commercial drivers and tools to drive rate of sale
  • An evangelist of the seed growth model, executional excellence and driving high GP value
  • Ideally Premium Brand expertise or interest

Responsibilities

WITH OUR CONSUMER AT THE HEART YOUR KEY FOCUS WILL BE:

Brand strategy, activation planning & brand communications
  • Lead the situation assessment for each Incubation brand, defining the jobs to be done and developing the activity plans and consumer programmes to deliver this; actively consulting local and Global stakeholders
  • Assign and manage A&P across brand activities, including PR, Social and Digital to deliver commercial and brand targets.  Influence market leads to support A&P proposals, via the activity plan, strong matrix engagement and activity measurement and evaluation
  • Support the execution and adaptation of global brand assets. Working closely with Activation teams to ensure activities align to deliver global brand guidelines and messaging
  • Work closely with insights to ensure consumer is at the heart of planning and activation

Lead Business Performance Management
  • Accountable for delivery of performance targets and maximising ROI from A&P and Incubation Activation Managers
  • Constantly evaluate commercial P&L and ensure M&E is in
  • place for all activities and help to identify and codify successful brand growth drivers and to act to resolve gaps and issues
  • Ensure discipline around implementation for the channel and pricing strategy, including sustainable NSV/case growth

Generate support for Incubation brands and create a winning team in market
  • Build effective relationships with market commercial leads and stakeholders; influence them to understand and engage with the vision for Incubation brands, maximising resource and targets allocated to Incubation brands in the right channels and enabling them to deliver sustainable long term growth
  • Work closely with the International Commercial Director Incubation (and Global brand directors) to ensure the brand strategy is executed in line with the growth model, positioning and BVI
  • Keep Global updated on performance wins and issues and leverage support from the Commercial Director to resolve issues
  • Inspire and support an entrepreneurial approach, facilitating test and learn initiatives, working particularly supporting Incubation Activation Managers (or PAMs).  Blending a passion for doing the right thing for the long term with a sense of urgency and entrepreneurial spirit
  • Facilitate and ensure effective use of the Angel’s Envy Whiskey Guardian model

Skills and Experience

THE SKILLS AND EXPERIENCE NEEDED TO CREATE YOUR LEGACY:
  • Commercially confident.  Ability to analyse and use commercial data to support decision making
  • Expertise and track record of effective delivery of all elements (preferably in super-premium brands)
  • Track record of premium brand guardianship;- and ability to grow brands the right places, in the right way
  • Proven Influencer across a matrix organisation; ability to work across, support and influence local markets
  • Drive for results; constant measurement and management of Business Performance against plan
  • Build a sense of passion and purpose for Incubation within the market commercial and leadership teams
  • Brand management experience; leading or supporting brand strategy development, as well as experience in promotions, digital, events
  • Experience of managing a team (1-2 people)
  • Degree and/or professional marketing qualifications
  • Fluent English & German (preferred)

PERSONAL QUALITIES – SHARE OUR FOUNDER’S PASSION AND ENTREPRENEURIAL FLAIR
  • Self-motivated, driven, focused on performance and results, accountable
  • Super-premium brand building mindset and passion for premium, top end on trade
  • Gravitas and intellect to influence leadership
  • Passion for doing the right thing, matched with boundless energy and enthusiasm
  • Personable relationship builder; with capacity to engage and influence diverse stakeholders 
  • Resilience and tenacity in the face of ambiguity and challenge
  • A strong team player, naturally putting the interests of the team and company above self-interest

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.