As a Brand Manager you will be accountable for delivering Brand performance targets in your Country, and driving value creation for our Company. You will serve as an extension of the Global Brand team, leading all consumer facing Brand management activities in the Country. 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 Country, 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 Country 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 Country to optimise A&P; spend
- This role may require some travelling in order to connect with your wider team as well as domestic travelling to meet with customers and third parties.**Responsibilities**:
- WITH OUR CONSUMER AT THE HEART, YOUR KEY RESPONSIBILITIES WILL BE TO:
Consumer, shopper and customer understanding- Partner with your Consumer Insights Manager to build deep understanding of the target consumer and shopper for your Brand in Spain in order to tailor local execution of Brand activities effectively
- Actively consult on the situation assessment for the Brand in Spain, partnering with Consumer Insights Manager to develop local consumer, shopper and customer learnings on triggers and barriers to Brand growth
Brand strategy and activity planning- Provide Country Brand 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 at Country level
- Provide guidance to Marketing Manager on effective deployment of Brand A&P; by activity & channel in-market
- Work closely with Brand team and local Customer Marketing team to extend the IAP into a Country brand plan, with responsibility for adapting consumer-facing assets and programs when required to do so by the Marketing Manager
Integrated brand communication- Leads in-market execution and implementation of all consumer-facing elements of the Country 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 Marketing Manager and Creative Excellence to ensure that all brand content programmes and partnerships developed, are activated and commercialized effectively in-market, including execution of PR, digital and experiential programmes and partnering with Customer Marketing on advocacy programmes as required
- Ensure that all brand assets developed in the Country adhere to Integral 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 Countries (revenue, profitability, share, equity) as agreed with Marketing Manager in your Country brand plan
- Work with Insights to ensure measurement & evaluation (M&E;) plan in place on all brand activities in your Countries
- Rigorously manage brand A&P; budget, as assigned to you by your Marketing Manager, 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 Brand, Function and Country
- Developing talent & capability
- Participate in functional capability development as required by Brand team
Skills and Experience
- THE SKILLS REQUIRED TO SUCCEED:
- Brand management experience in progressive roles, leading different Marketing projects
- Experience multiple specialty areas: digital, innovation, promotions, events, media, PR 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 and Spanish spoken language
The following experiences are preferred:
- Drinks and Luxury Category experience is an advantage
- Experience in additional functions beyond the ones listed above
Our culture
We share the passion and entrepreneurial flair of our founder and are guided by our three culture pillars - Fearless, Family and Fo