[Please note this is a Direct Search led by Bacardi, Applications from agencies will not be accepted nor will fees be paid for unsolicited CVs.]
YOUR CHALLENGEThis is a unique opportunity to shape the future of Patrón and Agave - the fastest-growing spirits category and the #1 strategic priority for the company - as we build towards our Best10 ambition. You will lead brand building and acceleration across Spain, including WIKC & HotSpots, Italy & Portugal, building a mix of Cultural, Occasional, and Functional relevance while acting as a key leader for the detailed AVQPAP delivery of the brand. As a Lighthouse Market for Patrón, Spain is at a pivotal stage of brand development - offering a unique opportunity to make a tangible impact and drive further acceleration. You will act as the "General Manager" of the brand, being accountable for driving equity, crafting & executing portfolio strategy, delivering profitable financial performance, and ensuring we win market share across key markets in the cluster. You will work in close collaboration with Market/Cluster, Regional, and Global teams. Responsible for leading, coaching, and developing the Brand Manager Patrón, South Europe, via dotted-line reporting. You will also lead and execute the total Agave portfolio for the cluster, including Ilegal, Cazadores Core & RTD, and Camino Real. The role is based in Barcelona. Fluency in Spanish is a must.
About YouYou are a passionate marketer with a deep understanding of premium brand building. With a strategic mindset and entrepreneurial spirit, you bring brands to life through compelling storytelling and impactful consumer engagement. You have a strong bias for action and know how to balance a sense of urgency with an eye on the long term in a way that enables you to demonstrate a relentless focus on enabling the delivery of business results. A natural leader and true team player, you inspire those around you while building strong relationships across all levels of the organization. Open to new ideas, you challenge conventions and navigate ambiguity with ease. You have strong business acumen, a results-driven approach, and the ability to lead with confidence.
Key Accountabilities And ResponsibilitiesConsumer, shopper and customer understanding
Builds deep understanding of target consumer and shopper groups to inform Brands strategic & operational planning and optimize the deployment of brand assets
Develops, in partnership with Insights team, a robust situation assessment for the brand in the assigned markets as input into the annual integrated activity planning process
Supports the regional Innovation Strategy to identify consumer, shopper or customer opportunities in the assigned markets which can be addressed through new product innovation.
Build strong data driven relationships via audience precision targeting, personalized and adapted experiences to effectively address consumer needs, driving point of differentiation and value for the brand.
Brands strategy, activity planning & brand communication
Brings the Lighthouse market growth model to life for Patrón in Spain, steering the cross-functional QBR process, and crafting and implementing long-term brand and portfolio strategies across the South Cluster.
Leads the creation & communication of local annual integrated activity plans (including AVQPAP) and own execution.
Leads performance review and build the marketing strategy for each Agave brand, defining the JTBD and developing the activity plans and consumer programmes to deliver this; actively consulting Regional and Global stakeholders.
Assigns and manages A&P across brand activities, including PR, Social and Digital to deliver commercial and brand targets.
Supports the execution and adaptation of global brand assets to ensure activities align to deliver global brand guidelines and messaging
Works closely with insights to ensure "consumer is at the heart "of planning and activation.
Business Performance Management
Accountable for delivery of Brand performance targets and maximizing ROI from A&P.
Constantly evaluates commercial P&L and ensures M&E is in place for all activities and help to identify and codify successful brand growth drivers and to act to resolve gaps and issues.
Ensures discipline around implementation of channel and pricing strategy, including sustainable GP/case growth. Works closely with finance and RGM teams to optimize the value chain and provide guidance to the sales teams on commercial agreements.
Detailed understanding and inputs into S&OP to ensure accurate forecasts, including future product launches
Keep Region and Global updated on performance and actions in place.
SKILLS – THE SKILLS AND EXPERIENCE NEEDED TO CREATE YOUR LEGACYTO BE SUCCESSFUL IN THIS ROLE YOU WILL HAVE/BE
Minimum 8-10 years of strong marketing and brand-building expertise, preferably within a premium or luxury brand environment and gained in international markets. Successful track record in managing and developing people.
Great commercial acumen, analytical & execution skills with the ability to translate brand strategies into a tangible commercial advantage. With a strong understanding of channel, price, promotional activity and through-the-line activation.
Strong Leadership skills, ability to influence and manage multiple stakeholders in a complex matrix environment across multiple levels within the organization. Comfortable navigating ambiguity and driving change
Track record of premium brand guardianship, understanding of premium growth codes and ability to drive the brand in the right places, in the right way. Experience of building brands in the on-trade.
Strong expertise within digital and influencer marketing. Demonstrated ability to leverage PR, digital channels and in-culture partnerships effectively, while adapting to a highly regulated market.
Decisiveness in making timely, fearless decisions, focusing the business on the key priorities for the BEST10.
Digitally savvy with the ability to connect people and systems in the delivery of results
Languages – Fluency in Spanish & English is a must.
KEY RELATIONSHIPS AND INTERDEPENDENCIES
Your ability to operate and orchestrate seamlessly within the matrix will be critical for your success in this role and in the function.
Convey strategy and actions to inspire all functions across the business.
Ability to work in close collaboration with CPA, Finance, Legal, Commercial and Category teams.
Adapt and Exchange (reach agreement with): Commercial Leadership, Sales Leadership and Marketing Leadership.
Influence (affect change) & negotiate with: Global Brand Team, BUDs & Cluster MDs.
PERSONAL 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
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
LEADERSHIP AGILITYAt Bacardi we care deeply about finding brilliant talent who can bring the following personal attributes to help elevate our 3Fs: Fearless, Family, Founder culture to the next level.
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
Disclaimer: Bacardi seeks talent from all backgrounds to bring diversity of thought, agility and capability to our organization across the globe. We promote a working environment where all employees are treated and rewarded fairly. We do not tolerate any form of discrimination that adversely affects individuals or groups on the basis of national origin, race, color, religion, sex, gender, sexual orientation, marital status, disability, age, and any other legally protected aspect of a person's identity. U.S. applicants have rights under Federal Employment Laws.
Perks of Working for usAt Bacardi, we are committed to providing our Primos (employees) with a comprehensive Total Rewards package of compensation, benefits, incentives, allowances, well-being, and much more to meet the needs of themselves and their families. It goes beyond just Cash! The total rewards program is based on pay for performance, whereby the incentive programs are linked to company and individual performance.
Compensation, Paid Time Off & Retirement
Competitive Pay Package
Competitive Holiday/Paid Time Off, plus additional days offered ( i.e., volunteer day, allowing you to give back to the community)
Retirement/Pension Plan
Health & Wellbeing
Medical, Critical Illness, and Life Insurance
Employee Assistance Programs
Best-in-class, family-friendly, and inclusive leave policies
Additional BenefitsThe benefits /perks may vary depending on the nature of your employment with Bacardi, your work location, and are subject to change. Some benefits may be subject to an employee contribution. Some benefits may be fully or partially subsidized. Incentive plans are linked to the nature of your employment and can vary based on region, market, function or brand.
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