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Careers at Bacardi

Senior Customer Marketing Manager – Travel Retail in Europe

Job Name

Senior Customer Marketing Manager – Travel Retail in Europe


United Kingdom





Reporting Line:

Director, GTR, Europe & Advocacy

Job type:

Full time

Lead recruiter:

Daniella Robbins

About the role

Your Opportunity
  • You will build best in class Customer Marketing, Ecommerce and Omnichannel capabilities for the Global Travel Retail (GTR) Europe commercial team
  • Be responsible for the creation of all consumer-focused brand executions, working in close collaboration with GTR Brand Marketing
  • Optimise the Regional A&P investment aligned to Bacardi Best10 strategy, building brand awareness, reviewing and evaluating all spend
  • Create the Customer Marketing roadmap for GTR in Europe
About You 
  • Highly curious, creative, passionate, driven and collaborative team player, who is happy to try out new things and comfortable with change and ambiguity.
  • Entrepreneurial flair to thrive on being a key contact for customers, as well as influencing internally and coordinating commercial priorities.
  • Strong communicator with excellent presentation and networking skills will be key to your success.


With our Consumer at the heart, your key focus will be:
  • To own the development and execution of the Customer Marketing Strategy for GTR in Europe
  • Lead and inspire a team of two Customer Marketing Managers championing the Bacardi values
  • Demonstrable adaptive leadership style to motivate through a crisis and galvanize for growth
  • Hold your direct reports accountable for performance and delivering required outcomes
  • Plan and fearlessly execute dynamic resource allocation across complex multiple geographies and customers
  • Identify and exploit the right purchase levers to convert consumers/shoppers from awareness to transaction, focusing on driving consumer purchase across the Omnichannel, including digital and traditional channels
  • Deliver seamless consumer journeys that offer an effective mix of experience and communication to excite, influence and drive purchase
  • Digitise physical consumer/shopper experiences - for example, QR codes and menu listings within Cruislines, driving traffic to customers via social media
  • Never stand still – staying ahead of the development curve for technology and consequent shopper behaviour
  • Optimise brand spend by measuring and evaluating brand and channel performance and each activation (sources: IWSR, Nielsen, internal and customer sales data)
  • Consult and take continuous input from key stakeholders (commercial, advocacy, brand marketing and supply chain)
  • Feed into and support the development of Global and Regional toolkits and localise these
  • Drive communication, negotiation and partnership with multiple agencies, always seeking best practice

Skills and Experience

The Skills & Experience needed to create your legacy
  • Experience of working in and developing an Omnichannel environment (Off Trade, Digital Commerce and On-Trade)
  • Background in customer/trade marketing, brand management, ecommerce or commercial if applicable to this role
  • A proven team player, comfortable managing multiple stakeholders
  • Proactively builds and leads interactions between the functions to ensure plans are implemented and goals met
  • Team leadership skills through direct reports and indirect influencing
  • Strong understanding of consumer & trade customer insights as well as strong numerical, insight and analytical skills
  • Excellent communication skills and confidence to present to the all levels through the organisation
Personal Qualities
  • 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. You’re an authentic leader who acts with purpose and has an approachable, empathetic, open communication style
  • 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. You will have an attitude of constant learning and improving. Curious, creative, obsessed about the consumer, have strong sense of popular culture to identify passion points the brand and consumer share
  • People Agility: You bring a deep ability to understand and relate to people and navigate through tough situations to harness and multiply collective performance. You create strong positive first impressions and build those into great relationships
  • 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
  • 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. You operate at pace and are able to multi-skill effectively and are at ease leading projects. You will be highly performance driven, commercially and financially astute
  • 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. Comfortable with change and ambiguity

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.