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Careers at Bacardi

Senior Brand Manager (m/w/d)

Job Name

Senior Brand Manager (m/w/d)






Marketing - Communication - PR

Reporting Line:

Reports to: Global Brand Director

Job type:

Full time

Lead recruiter:

Hayley Snowball

About the role


As a Brand Manager you will be accountable for delivering brand performance targets in DACH and driving value creation for our Company. You will serve as an extension of the Global Brand team, leading all consumer facing brand management activities in DACH. You will be responsible for planning, in alignment with your local Customer Marketing & Sales teams, and the execution of all consumer programs and assets to drive effective, local activation on your brand.

You will input to the situation assessment of your brand/s, contributing 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 country brand plans, coordinating with your local Customer Marketing team 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 Brand  Director

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

You will work with Insights to ensure we measure and evaluate the performance of all Brand activities in your Country to optimise A&P spend

This role may require some travelling in order to connect with your wider team as well as domestic travelling to meet with customers and third parties.



Consumer, shopper and customer understanding
Partner with your Consumer Insights Manager to build deep understanding of the target consumer and shopper for your Brand in your Country in order to tailor local execution of Brand activities effectively
Actively consult on the situation assessment for the Brand in your Country, partnering with Consumer Insights Manager to develop local consumer, shopper and customer learnings on triggers and barriers to Brand growth

Brand strategy and activity planning
Provide Country Brand input into the definition of “Jobs To Be Done” in the Integrated Activity Plan (IAP), under the overall co-ordination of the Customer Marketing team at Country level
Provide guidance to Brand Director on effective deployment of Brand A&P by activity & channel in-market
Work closely with Brand team and local Customer Marketing team to extend the IAP into a Country brand plan, with responsibility for adapting consumer-facing assets and programs when required to do so by the Brand Director

Integrated brand communication
Leads in-market execution and implementation of all consumer-facing elements of the Country brand plan and provides brand input to Customer Marketing on all shopper-facing activity on the brand
Leads localization of brand communications plan, including local planning & buying of media with agency partner
Works with Brand Director and Creative Excellence to ensure that all brand content programmes and partnerships developed, are activated and commercialized effectively in-market, including execution of PR, digital and experiential programmes and partnering with Customer Marketing on advocacy programmes as required
Ensure that all brand assets developed in the Country adhere to Global Brand guidelines and local social responsibility policies and regulations and always follow the Bacardi Marketing Way best practice

Business performance management
Accountable for delivery of Brand performance targets in Country (revenue, profitability, share, equity) as agreed with Brand Director in your Country brand plan
Work with Insights to ensure measurement & evaluation (M&E) plan in place on all brand activities in your Country
Rigorously manage brand A&P budget, as assigned to you by your Brand Director, in order to minimize costs and optimize returns on investment
Actively monitor Brand KPIs and provide guidance on corrective action to achieve agreed objectives

Creating a winning team
Actively support effective matrix working across Brand, Function and Country
Developing talent & capability
Participate in functional capability development as required by Brand team

Skills and Experience

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

Brand management experience in progressive roles, leading different Marketing projects
Experience managing 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
Good/Fluent English (must have), Good/Fluent German (highly beneficial)

The following experiences are preferred:

Drinks and Luxury Category experience is an advantage
Experience in additional functions beyond the ones listed above

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.