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Posted May 29th

Senior Brand Manager - Rums

Miami, FL

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Bacardi logo

Employer

Bacardi U.S.A., Inc.

Industry

Importer and Production and Manufacturing

Founded

1862-01-01

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Posted May 29th

Senior Brand Manager - Rums

Miami, FL

Function

Marketing

Experience

Senior Level

Type

Full Time

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

You will extend the IAP into a robust market 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 Brand 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 executional excellence

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

This role is based in Miami and may require some travelling to meet with customers and third parties. 

Key Accountabilities and Responsibilities
Consumer, shopper and customer understanding
  • Partner with your Consumer & Commercial Insights team to build deep understanding of the target consumer and shopper for your Brand in your market in order to tailor local execution of Brand activities effectively
  • Actively consult on the situation assessment for the Brand in your market, partnering with Consumer & Commercial Insights to develop local consumer, shopper and customer learnings on triggers and barriers to Brand growth
Category & brand strategy and activity planning
  • Provide input into the definition of “Jobs To Be Done” in the Integrated Activity Plan (IAP), under the overall co-ordination of the Customer Marketing team 
  • Provide guidance to Brand Director on effective deployment of Brand A&P by activity & channel in-market
Integrated brand communication
  • Leads in-market execution and implementation of all consumer-facing elements of the brand plan and provides brand input to Customer Marketing on all shopper-facing activity on the brandWorks with Experiential and Engagement team to ensure that all brand content programs and partnerships developed are activated and commercialized effectively in-market, including execution of PR, digital and experiential programs and partnering with Customer Marketing on advocacy programs as require
  • Leads localization of brand communications plan, including local planning & buying of media with agency partner
  • Ensure that all brand assets developed in the market 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 market (revenue, profitability, share, equity) as agreed with the local Finance team and Senior Management
  • Work with Insights to ensure measurement & evaluation (M&E) plan in place on all brand activities in your market
  • Rigorously manage brand A&P budget in order to minimize costs and optimize returns on investment
  • Actively monitor Brand KPIs and provide guidance on corrective action to achieve agreed objectives
Developing talent & capability
  • Participate in functional capability development as required
Measures of Success
  • Achieve Brand/ Category financial and commercial targets in market (revenue, profitability, share)
  • Drive improved Brand health in market (e.g. awareness, penetration, engagement)
  • Deliver on measures of social currency for your Brand in market (e.g. social media buzz)
  • Ensure adherence to global brand visual identity at all times
  • Ensure measurement & evaluation plan in place on over 80% of Brand activity in market
Critical Experiences for Success
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 Hub Language fluency is desirable)

The following experiences are preferred:
  • Drinks and Luxury 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 Hub and how to use available data to develop initiatives to grow the brand
  • Remains abreast of legal regulations in the industry for the Country

FUNCTIONAL EXCELLENCE
  • Ethical Practice : Experienced
  • Insights for Action : Experienced
  • Strategy and Brand : Experienced
  • Commercial Activation : Experienced
  • Brand Ideas and Connections : Experienced
  • Agency Partnership : Experienced
LEADERSHIP EXCELLENCE
Living our Values and demonstrating high Learning Agility will be fundamental not only for success in this role, but also for potential growth to other roles across Bacardi in the future.  We have a clearly defined Leadership Excellence framework, and you will be expected to be a role model of all 6 elements: Focus Externally to Win / Drive Execution & Results / Lead Strategically & Know your Business / Make the Matrix Work / Lead by Example / Develop and Inspire Talent

Our Ways of Working
Our family legacy has positively influenced our ways of working and has shaped the values to which our employees aspire. We’re caring, like a family, and not only internally, but also in the wider communities in which we operate. This is demonstrated by our commitment to both act responsibly and promote the choice to drink responsibly. We trust one another, and through that trust are able to forge strong teams and networks that empower our matrix organization structure. We’re passionate, reflecting our Latin heritage, and this means that we commit more than just time to our work: we commit energy, heart and soul. We are dedicated to being a role model in our industry, and we approach everything we do with Integrity First. Together, our values help us create what we’re most proud of: our True Heart and Winning Spirit – both in our home markets and across the world.
Location
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Miami, FL
Function Details
  • Reports To Brand Director
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