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Careers at Bacardi

Senior Regional Customer Marketing Manager

Job Name

Senior Regional Customer Marketing Manager


United States of America


Miami, FL



Reporting Line:

Regional Director, Americas Travel Retail

Job type:

Full time

Lead recruiter:

Hayley Snowball

About the role

Be the go-to person in the Americas for the creation of all Travel Retail brand activations while working in close collaboration with the GTR Global Marketing team in London. You will be responsible for delivering all consumer focused brand executions through the Americas Commercial team supported by a network of Retail Ambassadors. You’ll build best in class customer marketing, ecommerce and omni channel capabilities for the customer marketing and commercial teams.

You are a curious, creative, passionate, driven and collaborative team player, happy to try out new things and comfortable with change and ambiguity. Your entrepreneurial style means you’ll thrive on being a key contact for customers, as well as influencing internally and coordinating commercial priorities. Your strong communication, presentation and networking skills will be key to your success.


With our Consumer at the heart, your key focus will be:
Developing and executing the customer marketing strategy for the Americas:
Identify the right purchase levers to convert consumers/shoppers from awareness to transaction, focusing on driving consumer purchase across both digital and traditional channels (omnichannel) delivering seamless consumer journeys that offer an effective mix of experience and communication to excite, convince and drive transaction. 
Using Channel insights and analytics, build and execute fully integrated, fluid plans (using omnichannel thinking) that maximize conversion at point of decision making/purchase. 
Identify the right occasions for your brand’s consumers and deliver solutions to meet needs and drive transaction
Digitize physical consumer/shopper experiences for example, digital rate of sale activities, QR codes and menus on Cruise Ships. Driving traffic to customers via social media for all promotions.
Measure and evaluate brand and channel performance (IWSR, Nielsen, internal and customer sales data) as well as brand activity performance to continuously optimize brand spend. You’ll manage the Americas A&P. 
Building long-term relationships with key strategic customers. Consult and take continuous input from key local stakeholders (commercial, brand advocacy, consumer marketing) on brand/category plans and activities 
Feed into and support the development of global and regional toolkits and localize these, working with agencies. 
Maintain the promotion planner across all customers and brands

Skills and Experience

The Skills & Experience needed to create your legacy

Relevant customer/trade marketing, brand management, digital commerce, commercial or agency experience at a senior level.
Experience working and delivering in an omnichannel environment (Digital Commerce & Retail)
Experienced in managing multiple stakeholders to ensure timely delivery of annual brand and activity plans
Ability to actively build and lead interactions between the functions to ensure plans are implemented and goals met
Strong understanding of consumer & trade customer insights as well as strong numerical, insight and analytical skills. 
Verbal/written skills at all levels in an organization with the ability to generate and deliver meaningful presentations.

Leadership 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.