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Careers at Bacardi

Senior Brand Manager Rebel Brands (William Lawson/Eristoff) & RTD Benelux-Nordics

Job Name

Senior Brand Manager Rebel Brands (William Lawson/Eristoff) & RTD Benelux-Nordics






Marketing - Communication - PR

Reporting Line:

Brand Director Rebels/Whisky EUROC

Job type:

Full time

Lead recruiter:

Daniella Robbins

About the role

Your Opportunity

Responsible for creating state of the art innovation, answering consumer’s needs, developing local creative assets but also developing and delivering annual marketing plans, executed excellently, that fully integrate customer & consumer programs that create value for consumers. By doing so this role will deliver healthy brand growth for the short, medium and long term. 

A focus will be recruiting and retaining the next generation of consumers into the brand, resetting the brands commercial infrastructure (AVQPAP), and diversifying the channel and occasion mix. Significant A&P to step change equity and conversion rates through the brand funnel, to extract value for the consumer, to drive commercial growth. You will be accountable for this exciting journey. 

To be successful you must be able to inspire, influence & impact business decisions within the cluster to drive commercial commitments (AVQPAP), and investment choices for Rebel Brands & RTD (Ready to Drink).

Specific Responsibilities include:
  • Diagnose market to map out clear strategic imperatives, innovation pipe, brand plans to win, based on business rigour, and then implement them beautifully. 
  • Accountable for P&L management, performance tracking and road mapping sustainable short, medium, long term brand growth.
  • Thorough M&E and commercial KPI commitment tracking to hold everyone to account and ensure our investment returns. 
  • Lead and develop innovations and creative workstream, working hand in hand with agencies and global team.


With our Consumer at The Heart, your key focus will be:
  • Own the brand from end to end, ie from global strategy (innovation, creative assets) to local market execution, ie POS implementation.
  • Build annual plans and programming that leads with putting the consumer at the heart of everything we do. 
  • Create new Brand Platform to be launched in Q1FY22, that will be the cornerstone of the brand for the years to come.
  • Partner with Category, RGM, & Commercial teams to ensure full TTL deliver of programming to drive sales and equity gains.
  • Partner with innovation team and liquid development to ensure brand innovation pipe. Think outside of the box, think consumer first.
  • Lead the integrated IAT process, including crystal clear briefing and partnership with media, PR and experiential agencies to ensure we deliver innovative activities that deliver against CCGC and CJTBD to drive brand equity & desire.  
  • Build effective relationships and excitement within the organization with all stakeholders to ensure engagement leading to project delivery and always maximizing the innovation opportunity. 
  • Drive the strategy behind both rebel brands William Lawson whisky / Eristoff vodka and RTD cocktails.
  • Actively monitor KPIs (commercial, financial & equity), and provide guidance on corrective action to achieve agreed objectives.
  • Full P&L responsibility ensuring it is delivered to budget and ensure clear M&E for 80% of plans and programming.
Create a winning team:
  • Actively support effective matrix working in Benelux-Nordics and nurture and develop strong partnership with local CPA Manager. 
Measures of success:
  • Delivery of ‘healthy’ brand growth in support of the Benelux-Nordics P&L, resetting the channel and occasion mix.
  • Clear diagnosis of the challenges of the market to create simple and focused plans to deliver growth for the future.
  • Recruit & Retain consumers, in more occasions, to choose our brands more often, by addressing barriers that prevent them from doing this today.
  • Drive step change in brand equity, conversions across brand funnel and recruitment scores.
  • Pioneering connections strategy and local interpretation of the global creative idea.
  • Strong relationship across French business, including Commercial team, CPA, Supply Chain, Category Development, RGM, Cluster Leadership & Regional Teams.

Skills and Experience

The Skills & Experience needed to create your legacy
  • Fluency in English, Dutch and French is essential.
  • Experience leading the development of a brand strategy for a market, as well as then leading the execution & tactics of this. 
  • Led a fully integrated marketing communications plan for a brand across at least one market. 
  • Solutions orientated person with a passion to drive and deliver results. 
  • Analytical thinker with a demonstrated aptitude turning data and information into actionable insights. 
  • Demonstrated excellence in execution and success in leading complex projects, involving multiple stakeholders in previous roles.
  • Comfortable in working with ambiguity, super resilient to challenge and a passion & energy to perform & win with others. 
  • Excellent communication and interpersonal skills to motivate cross-functional teams, vendors and agencies. 
  • First people management skills are a plus.
Key Relationships and Interdependencies
  • Your ability to operate and orchestrate seamlessly within the matrix will be critical for your success in this role and of the function.
  • Convey strategy and actions to inspire all functions across the business.
  • Ability to work hand in hand with CPA, RGM, Category and Commercial teams. 
  • Coach the ‘Dewars & Malts’ Brand Manager as your direct report.
  • Adapt and Exchange (reach agreement with): Commercial Leadership, Sales Leadership and Marketing Leadership.
  • Influence (affect change): Insights, Marketing, Commercial Performance and Analysis, Sales.
  • Inspire and lead agencies to deliver world class work.
Personal Qualities
  • Passionate about Spirits, Hospitality & Marketing.
  • Self-motivated to make a positive impact on brands, markets, and teams, always having fun along the way.
  • People gravitate to your positive, motivating and caring personality, helping you to carve out excellent relationships, winning teams with people who want to work with/for you, and enables you to influence and deliver via others regardless of reporting line.
  • You are open-minded and listen to all different perspectives but at the same time you have a clear vision of where you want to go.
  • Belonging: You have a strong capacity to create a culture of ‘Belonging’, where people feel appreciated for who they are, what they do, and who they can become.
  • Self-Awareness: You have high levels of self-awareness, are reflective and know yourself well, understanding both your own strengths and weaknesses and your impact on others.
  • People Agility: You bring a deep ability to understand and relate to people and navigate through tough situations to harness and multiply collective performance
  • Results Agility: You demonstrate consistent delivery of results in first-time situations by inspiring teams, exhibiting a presence that builds confidence in yourself and others.
  • Mental Agility: You can think critically to penetrate complex problems and expand the possibilities by making fresh connections. You think strategically whilst being execution focused and bring creativity to the challenges you’re presented with.
  • Change Agility: You have a deep natural curiosity, desire to experiment and ability to effectively deal with the heat of change. You have a growth and learning mindset: ready to test, stumble, learn and apply from experience.

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.