Senior Manager, Customer Marketing (Travel Retail)- Americas

YOUR OPPORTUNITY

This role plays a pivotal role in driving growth and engagement across the America’s within Cruise on- and off-premise channels, International Airports and Borders Duty Free trade channels. In this strategic position you will lead initiatives to develop and execute marketing strategies tailored to these channels across the Bacardi brand portfolio with specific focus on Patron, Grey Goose and Bacardi rum. You will collaborate cross-functionally to identify opportunities, optimize efforts, and enhance brand visibility to help us WIN at retail and in cruise on premise. In this role, you will be based in the Coral Gables office where you will be working with multifunctional team colleagues across the Americas and UK, with quarterly travel to key locations and cruise ships across the Americas.

ABOUT YOU

A strategic, commercially astute, data driven, insight-led marketer with strong BTL program development and execution experience. Skilled in cross-functional collaboration, stakeholder management, and agency coordination. Brings a commercial mindset, creativity, and attention to detail to drive airport retail and on premise activation. Proven ability to align marketing tools with brand strategy. A team leader who builds capabilities, drives results, and fosters a culture of accountability and excellence. You will be based in Miami, Florida.

RESPONSIBILITIES

• Strategic Brand Strategy Development: Contribute to the developing the BTL program strategy by supporting the UK based brand teams for Patron, Grey Goose, Bacardi, Dewars, Bombay, Angels Envy and St Germain and other brands as required.
• Lead Execution of Program Strategies: Lead the execution of program strategy, through the implementation of tools, and tactics, including briefing agencies and commercial teams. Manage agencies to ensure brand toolkits are used according to brand guidelines. Collaborate with agencies to roll out channel programs and branded merchandising builds.
• Lead Implementation of AVQPP: Lead, with the support of commercial managers execution of AVQPP (Availability, Visibility, Quality, Price and Promotion) for the Bacardi portfolio in all key airport locations and key cruise lines.
• Support Commercial Managers: You will support commercial managers in developing joined up business plans with key customers in line with strategic brand and commercial priorities.
• Insight-Driven Strategy: Collaboratively work with the Insights Manager to uncover insights which drive brand growth targeted at key nationalities in priority locations. Utilize insights in program planning and execution.
• Capability Building and Collaboration: Work with brand marketing teams to build below the line marketing capabilities and establish sustained practices.  Collaborate cross-functionally and globally to drive efficiencies and scale.
• Team Leadership and Culture: Lead, coach, and develop a high-performing team by directly managing talent and ensuring alignment with key performance indicators (KPIs), functional objectives, leadership growth, and personal development. a culture that celebrates excellence, encourages accountability, and rewards winning outcomes.

SKILLS - THE SKILLS AND EXPERIENCE NEEDED TO CREATE YOUR LEGACY

• Must have a minimum of 10 years of experience in or working with Customer Marketing (e.g. Purchaser/Shopper Marketing, Brand Marketing, Category Management, Sales, Customer Planning and Activation, and Channel Strategy).
• Experience in roles related to understanding on- and off-premise customer and channel dynamics. It would be an advantage to have worked with Cruise Line customers and airport retail duty free customers.
• Strong customer focus and ability to collaborate with various stakeholders to manage projects and drive results.
• Flexibility in quickly responding to changing business needs, a sense of accountability and commitment to putting strategy into action.
• Proven P&L management and experience in managing a $4m+ A&P budget. Numerical skills and analytical mindset is critical.
• Experience directly managing people and agencies for at least 3 years
• Experience in the Spirits and/or beverage alcohol industry is a distinct advantage and or relevant luxury consumer goods sold in the GTR channel e.g. Cosmetics, Perfume

leadership agility

At 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.