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Careers at Bacardi

Senior Regional Customer Marketing Manager - Global Travel Retail

Job Name

Senior Regional Customer Marketing Manager - Global Travel Retail


United States of America


Miami, FL



Reporting Line:

Global Head of Marketing GTR

Job type:

Full time

Lead recruiter:

Jonathan Rodriguez

About the role

Your Opportunity

In this role you will be accountable to plan, implement and measure the GTR Americas Customer Marketing programs. Your ability to manage multiple projects at any given time will be key, as will be your comfort in working seamlessly within the matrix, in particular with the Global GTR Customer Marketing team, and GTR Commercial teams.
  • You will build best in class customer marketing capabilities at the Americas level that will enable us to deliver world class brand building activities in GTR locations.
  • As a member of the GTR Americas team you will align the Customer Marketing and Commercial teams on the “Where to Play” and “How to Win” brand/channel strategies and plans 
  • You will provide strong commercial insight into the IAP process to ensure the effective commercialization and execution of our strategic plans. You will also ensure that the Global Team understand local needs for Activity materials – both level of detail and timing required to ensure full customer support
  • You will be the champion of executional excellence, tailoring the Picture of Success for local channel segments and customers as needed.
  • You will measure and evaluate pre- and post-launch activities to ensure that A&P spend is optimized 
This role is varied.  A large percentage of your time will be interacting with the local sales team members as well as the customer retail operations across the region.  As a result, you can expect to be travelling to stay connected to all stakeholders.


With our Consumer at the heart, your key focus will be:

Leadership Responsibilities:
  • Provide leadership and coaching for the Assistant Customer Marketing Manager
  • Number Supervised: 1
Drive results & excellence in execution 
  • Deliver on GTR strategy; Premiumise & Differentiate, AVQPAP, build “Shop Window” and deliver Brand Advocacy in-line with achieving financial targets (NSV, NSV per case, profitability, ROI and value share) versus budget.
  • Apply the Category Growth framework that embeds an occasion-based approach which informs the “Where to Play” strategy and the “How to Win”. 
  • Plan, develop & ‘execute with excellence’ physical and omnichannel campaigns and activities, both short & long term. Ensure the elevation of brand image & act as a ‘shop window’ for Bacardi brands, as well as profitable volume growth & expansion of the brands in traditional retail and emerging e-commerce channels. 
  • Challenge the organization ensuring our channel strategies lead to continuous value/innovation mix optimization in order to drive NSV and GP per case.
  • Track & evaluate agreed promotional activities against KPI’s in key accounts. Recommend appropriate refinements & adjustments for future promotional activities.
  • Maintain a full promotional evaluation program for agreed activities, including qualitative & quantitative input, with emphasis on ROI targets.
  • Capitalize on retail sales & consumer/shopper insights to identify trends to maximize effectiveness of sales & marketing efforts and drive first party data collection. Incorporate insights to improve marketing activities.
  • Manage and track Americas GTR A&P budget within category 
Develop talent and capability 
  • Build a learning organization by creating a “share, steal and reapply” culture that systematically identifies and rolls-out best practices and creates synergies. 
  • Manage, coach & develop team members. 
  • Support the Bacardi GTR Americas team and its key customers in building an omnichannel shopper centric retail approach. 
Create a winning team
  • Build a sense of community across the regional team
  • Set an inspiring vision and align the team behind challenging targets while creating a passion for winning
  • Create a culture of excellence in execution and out of the box thinking that recognizes and rewards high performance
  • Create an environment & culture of understanding our brands shoppers and their journeys, winning at the POS, winning within our Sales team & in turn beating the plan throughout the Americas.
  • Ensure all employees have a knowledge of Bacardi company history and culture

Skills and Experience

The Skills & Experience needed to create your legacy

Measures of Success
  • Performance: Implement GTR Vision of Success & achieve Net Sales Value (NSV) targets vs. budget and NSV per case target ahead of plan, grow market-share total & sub-categories
  • Innovation: Deliver target innovation share growth with pace, scale, ambition
  • SFA: Deliver % growth in airport surveys, deliver improvement in Picture of Success score
  • Strategy: Full participation in the development, delivery, and ownership of the GTR Strategy, own the measurement and evaluation KPIs
  • Execution: Flawlessly implementing the global/regional campaign calendar and activity plans agreed in the Integrated Activity Plan for the running fiscal year.
To be successful in this role you will have/be: 
  • Experience and proven track record of Marketing and/or Trade Marketing in Global Travel Retail at an international level. 
  • Solid experience in retail execution and senior customer interface.
  • Experience in shopper marketing, translating shopper and category insights into brand/category growth and in store conversion.
  • Proven experience (at least three years) in building and delivering omnichannel retail experiences. 
  • Experience of working in matrix organization, managing multiple stakeholders in a complex environment 
  • Experience of handling P&L accountabilities 
  • Demonstrable track record of performance in Commercial and/or Marketing roles
  • Ability to work independently and make well informed decisions
  • Proficiency in English language skills
The following experiences are preferred:
  • Experience in the Spirits and/or Beverage Industry is a distinct advantage 
  • Experience in additional functions beyond the ones listed above 
  • Proficiency in Spanish and English. Portuguese would be an added advantage.
  • Experience in content creation and optimization in e-commerce sites (pure players, traditional/”brick & click” or last mile). 
Personal Qualities

Key Relationships and Interdependencies
  • Your ability to operate and orchestrate seamlessly within the matrix will be critical for your success in this role and of the function.
  • Convey information to: GTR Leadership team
  • Adapt and Exchange (reach agreement with): Finance (Revenue Growth Management Manager) , Central Marketing team (London), IPD and Insights Manager
  • Influence (effect change): In market Regional & Sales Managers , Regional Customer Marketing
  • Negotiate with: Customers, 3rd party suppliers

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.