Skip to content


Careers at Bacardi

Trade Marketing Senior Manager (Global)

Job Name

Trade Marketing Senior Manager (Global)


United Kingdom




Marketing - Communication - PR

Reporting Line:

 Global Trade Marketing Director

Job type:

Full time

Lead recruiter:

Claire Jenkins

About the role

Your Opportunity

…Calling all trade / customer / brand marketing, CPA, insights and commercial Primos! This is your opportunity to make a huge impact on where 50% of brand decisions are made by potential buyers – at the point of purchase (POP).

You will have the opportunity to accelerate Bacardi’s ability to win bigger at the point-of-purchase through a ground-breaking program of insight, tools and best practice across our most important brand / market combinations (BMCs). You will work with senior commercial leaders globally to put the consumer at the heart and drive conversion / rate-of-sale across the most important touchpoints.

This is a critical role on one of the company’s most high-profile and exciting strategic initiatives.

About You 

You are fearlessly curious and have a passion for making a difference with our consumers and customers. Innovative, with a restless passion for actionable insight you can engage with commercial Primos cross-functionally and globally. You are adept at identifying the needs of the business and formulating an aligned plan that delivers lasting results. 


With our Consumer at the heart, your key focus will be to:
  • Shape, lead and deliver key workstreams of the overall Trade Marketing transformation plan – insights, effectiveness and digital transformation
  • Project management of our overall purchaser insight agenda and approach leveraging the best insight partner capability, blended methodologies and technologies available globally
  • Lead a step-up in channel strategy and planning across our key Brand Market Combinations (BMCs) to drive clarity on key priorities that will create value for Bacardi and our customers
  • Drive a rich understanding of the omni channel path-to-purchase that moves us from a siloed understanding of behaviour in specific channels to an overall consumer centric pathway of category buyers
  • Lead an in depth understanding of barriers and drivers of purchase across the categories in which we participate that helps feed how we activate “considerers” to “buyers” of our brands
  • Role out and accelerate our model of how consumers navigate the alcohol category in both the on and off-trade across key markets that helps us to understand their behaviours, intentions, visual attention, interactions and final outcomes
  • Shape our thinking and challenge conventions around our point-of-sale materials (POSM) investments helping the business to prioritise items, find optimisation opportunities and build a picture of success for how our brand should show up at the point of purchase
  • Partner with regions to shape a point-of-purchase toolkit based on a rich understanding of the shopper that will re-tool the business, step changing our effectiveness in a post COVID world
  • Leading our shopper marketing and technology partners to develop a point of view on best-in-class digital purchaser marketing based on internal and external best practices culminating in a series of test-and-learn projects in key Bacardi BMC’s
  • Partner with regions to building lasting capability through a structured and modular approach to ensure that new understanding and methods can be operationalised in market
  • Champion change, new thinking and innovation from the frontline commercial teams to the GLT

Skills and Experience

The Skills & Experience needed to create your legacy
  • Functional – You have worked with brands in either brand / trade / customer marketing / CPA / insights / commercial context within FMCG. Comfortable with brand building and customer marketing methodologies you have used your functional toolkit to deliver strong, lasting commercial outcomes
  • Project management - You have exceptional project management skills and will have delivered multi-faceted projects by bringing focus and simplicity to complex situations in the tenacious pursuit of delivering exceptional results
  • Insights - You are seasoned in shaping research and insights projects to drive new frontiers in understanding and are able to synthesise findings and work with commercial Primos to get to actionable insight that enables fundamental changes to ways of working
  • Change - you understand the 7-steps of effective change management and are adept at taking the business on a journey that delivers sustainable, lasting changed. You understand that change only happens through people and are sensitive to non-rational, human factors
Personal Qualities
  • High energy approach – you understand the power of positivity on teams in lowering barriers and finding solutions that are seemingly difficult and distant
  • Can balance the push / pull approach necessary to be successful in global roles – you create desire and enthusiasm to be part of your projects but are also comfortable pressing for action when it is needed to get to get the job done
  • 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
  • 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
  • People Agility: you bring a deep ability to understand and relate to people and navigate through tough situations to harness and multiply collective performance
  • 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.
  • 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
  • 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

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.