As the North America (“NAM”) Director of Marketing for Bacardi, you will be accountable for delivering brand performance targets, driving value creation for our company. You will be creating the legacy of Bacardi and driving key decisions that will significantly affect the presence and positioning of the Bacardi brands for North America. You have shared accountability for the P&L of the brand. Your ability to manage multiple projects at any given time will be key, as will be your ability to work seamlessly and influence behavior within the matrix, in particular with Centres of Excellence, Creative Excellence, Insights and Hub marketing teams.
Leads in “importing” of ‘assigned brands’ programs to NAM markets, ensuring conformance to global strategy.
Supports in developing a consistent CoE execution plan for ‘assigned brands’. Identifying A&P prioritization to fuel highest potential opportunities.
Shared accountability for CoE Brands P&L. Ensuring a heightened business performance awareness.
Leads in building strong relationships with Hub directors and market brand managers to ensure prioritization of brands in portfolio.
Coaches, develops, and leads brand team by following the Servant Leadership philosophy.
This role is based in the Miami office but will require travel.
Key accountabilities and responsibilities
Consumer, shopper and customer understanding
Builds deep understanding of target consumer groups, across key geographies in North America, in order to inform robust consumer driven strategy
Category & brand strategy and activity planning
Inputs into the development of “Codes To Growth” for relevant Brands defining strategic goals, priorities & KPIs by lifestage
Inputs into the Brand innovation strategies and influences the Innovation function to deliver the Brand pipeline, including managing the creation of communication assets to launch the product
Influences and Implements the pricing strategy for the brand
Supports Brand VP on analyzing Hub and market targets for the Brand as input to the IAP process and on the allocation of brand A&P
Partners the Hub category teams in the development of Hub Brand plans
Business performance management
Shares accountability for delivery of brand performance targets (revenue, profitability, share, equity)
Shares accountability for the brand P&L
Ensures measurement and evaluation plan in place on brand investments in order to identify, codify and rollout successful Brand growth drivers
Creating a winning team
Promotes professional development within team by coaching, mentoring, empowering, and promoting accountability.
Act as a true leader that is motivating and inspiring.
Orchestrates effective matrix working within their immediate brand team.
Developing talent & capability
Ensure implementation of functional capability development in their immediate Brand team
Inputs into talent decisions related to people in their immediate Brand team
Measures of success
Achieve brand financial and commercial targets (revenue, profitability, share)
Drive improved brand health (e.g. brand awareness, penetration, engagement)
Deliver on measures of social currency for our NAM brands (e.g. social media buzz)
Ensure consistent adherence to NAM brand visual identity in all markets at all time
Ensure measurement & evaluation plan in place on over 80% of brand activities
Critical experiences for success
To be successful in this role you will have/be:
Experience in leadership roles within a matrix organizatin, managing multiple stakeholders in a complex environment
Experience in leadership roles in an international environment (across multiple countries)
Experience handling P&L accountabilities
Experience leading marketing and brand strategy in different market types and dynamics at international level
Ability to work across & influence multiple functions (e.g. customer marketing, finance, supply chain)
MBA degree w/ Marketing specialization preferred
Drives execution, measures, codifies, learns and improves: A leader that has a solid balance between strategic and visionary thinking but always using data, analytics and facts to support their vision and strategy.
Commercial Marketer: A leader that has marketing at this core, but has a strong understanding of the commercial aspects of the business across the key variables: Channel, Price, Promotional activity, Through-the-line activation, etc.
Experience in defining Brand Architectures to fit consumer needs and that inform product, packaging innovation pipeline
New World Marketing: A leader that has a proven track record of building brands via digital, social, experiential, influencer and content marketing
Stakeholder management: A senior leader that can navigate and drive buy in from a large number of stakeholders without compromising his/her own vision and beliefs
Resilience and mental strength: A leader that has a proven record of working and thriving in highly stressful environments, deals with ambiguity, can stay calm in high pressure, can absorb adversity and still keep his/her team inspired and motivated
Networking skills: Proven ability to create strong value adding relationships across the organization, with agencies and key stakeholders. Very strong executive presence and gravitas
People developer and team builder: A leader that can embrace diversity of thinking and build strong teams of multicultural backgrounds
The following experiences are preferred:
North American market working experience
International experience added value
Senior Positions in Marketing and brand building roles with Alcoholic Beverage background as a strong preference: Beer, Spirits
Understanding of regulations, industry dynamics and 3 tier distribution system, etc.
Understanding of media landscape and relevant legal restrictions to communication and sale of alcohol in markets around the world.
Ability to motivate, inspire and lead a top grade marketing team as well as ensure that the team has the best possible talent at each level.
Up-to-date knowledge of market trends on the industry and ways to communicate with consumer via different types of media and experiences; good sense of bar trends
Coach and retain top talent and handle non-performers efficiently; quickly overlooks ways to capitalize on insights
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