- Company Name
- Bacardi
- Job Title
- Senior Manager, Customer Marketing
- Job Description
-
**Job Title**
Senior Manager, Customer Marketing
**Role Summary**
Lead the design, execution, and measurement of below‑line (BTL) marketing programs for on‑ and off‑premise customer segments. Drive cross‑functional collaboration to align commercial, brand, and POS initiatives, ensuring timely activation and measurable retail impact.
**Expectations**
- Deliver growth and engagement in assigned channels.
- Translate insights into strategic programs that increase sales and brand visibility.
- Drive commercial execution, achieving targets set by Commercial & CP&A.
- Build and mentor a high‑performing marketing team focused on accountability and excellence.
**Key Responsibilities**
1. **Strategic BTL Program Development** – Own national program strategy, briefing, creative oversight, and evaluation with agencies.
2. **Regional BTL Execution** – Create insight‑driven programs for local markets, partnering with Customer Marketing, CP&A, and Commercial teams.
3. **National Tactical Tools** – Identify, brief, and manage POS and commercial assets that meet brand guidelines.
4. **Stakeholder Communication** – Lead program briefings, support Brand VPs, and maintain alignment with Trade Marketing and other key commercial partners.
5. **Insight‑Driven Planning** – Collaborate with SI&A and Customer Solutions to apply category growth frameworks to channel strategy.
6. **Value Added Pack (VAP) Leadership** – Oversee VAP strategy, creation, supply chain coordination, budgeting, and performance measurement.
7. **Capability Building** – Develop below‑line marketing capabilities and scalable practices across the organization.
8. **Team Leadership** – Directly manage talent, set KPIs, coach development, and foster a culture of winning outcomes.
**Required Skills**
- ≥5 years in Customer Marketing or related roles (Brand, Category, Shopper, Sales, Channel Strategy).
- Proven expertise in on‑ and off‑premise customer dynamics.
- Strong stakeholder collaboration, project management, and agency leadership.
- Accountability, flexibility, and a customer‑centric mindset.
- Experience driving commercial growth through BTL activation.
- Leadership agility, ability to build belonging, self‑awareness, and influence a high‑performance culture.
- Prior experience in the spirits or beverage alcohol industry is a distinct advantage.
**Required Education & Certifications**
- Bachelor’s degree in Marketing, Business, Communications, or related field (minimum).
- MBA or advanced degree preferred.
- Relevant certifications (e.g., Project Management, Six Sigma, Marketing Analytics) desirable.