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Careers at Bacardi

Senior Brand Manager - RTD (Ready To Drink), Gurgaon, India

Job Name

Senior Manager - Consumer Marketing, RTD, Gurgaon, India






Marketing - Communication - PR

Reporting Line:

Director – Consumer Marketing, AMEA

Job type:

Full time

Lead recruiter:

Vibhuti Shrotria

About the role

As a Region Brand Manager you will be accountable for delivering brand performance targets in your region, and driving value creation for our Company. You will serve as an extension of the Region and Global Category team, leading all Brand management activities in the region. 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 in the Region, contributing to defining the Region “Jobs to be Done” each year as part of the annual Integrated Activity Planning (IAP) process 

You will extend the region IAP into a robust region brand plan, 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 Region Category 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 execution excellence

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

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


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

Skills and Experience

To be successful in this role you will have/be: 
Brand management experience in progressive roles, leading different Marketing projects
Experience 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
Fluent command in English (other Region Language fluency is desirable)

The following experiences are preferred:
Drinks and Lifestyle Category experience is an advantage 
Experience in additional functions beyond the ones listed above 
Ability to work under pressure and to deal with ambiguity
Comprehension of competitive market for brand and Category in the Region and how to use available data to develop initiatives to grow the brand
Remains abreast of legal regulations in the industry for the Region

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.