Consumer, shopper and customer understanding
• Partner with your Region Consumer & Commercial Insights team to build deep understanding of the target consumer and shopper for your Brand in your Region in order to tailor local execution of Brand activities effectively
• Actively consult on the situation assessment for the Brand in your Region, partnering with Region Consumer & Commercial Insights to develop local consumer, shopper and customer learning on triggers and barriers to Brand growth
Category & brand strategy and activity planning
• Provide Region Brand input into the definition of “Jobs To Be Done” in the Region Integrated Activity Plan (IAP), under the overall co-ordination of the Customer Marketing team at Region and Region level
• Provide guidance to Region Category Director on effective deployment of Brand A&P by activity & channel in-market
• Work closely with Region Category team and local Customer Marketing team to extend the Region IAP into a Region brand plan, with responsibility for adapting consumer-facing Region assets and programs when required to do so by the Region Category Director
Integrated brand communication
• Leads in-market execution and implementation of all consumer-facing elements of the Region 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 Region Experience and Engagement team to ensure that all brand content programs and partnerships developed at Region level are activated and commercialized effectively in-market, including execution of PR, digital and experiential programs and partnering with Customer Marketing on advocacy programs as required
• Ensure that all brand assets developed in the Region 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 Region (revenue, profitability, share, equity) as agreed with Region Category Director in your Region brand plan
• Work with Insights to ensure measurement & evaluation (M&E) plan in place on all brand activities in your Region
• Rigorously manage brand A&P budget, as assigned to you by your Region Category 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 Region and Region
Developing talent & capability
• Participate in functional capability development as required by Region Category team
Role to Identify, develop, and make improvements to new ideas, techniques, procedures, services, or products (Check one)
___Follow - no changes to original
_?_Check - make minor changes
___Modify - adapt or enhance quality or value
___Improve - change significantly
___Create/Conceptualize
