Senior Manager, Customer Marketing

YOUR OPPORTUNITY

This role plays a pivotal role in driving growth and engagement within on- and off-premise customer segments. In this strategic position you will lead initiatives to develop and execute marketing strategies tailored to these channels. You will collaborate cross-functionally to identify opportunities, optimize efforts, and enhance brand visibility to help us achieve commercial execution and WIN at retail. In this role, you will be based in the Coral Gables office where you will be working with multifunctional team colleagues but some travel to North American markets will be required.

ABOUT YOU

A strategic, 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 retail activation. Proven ability to lead Value Added Pack (VAP) initiatives and align marketing tools with brand strategy. A team leader who builds capabilities, drives results, and fosters a culture of accountability and excellence.

RESPONSIBILITIES

• Strategic National BTL Program Development and Execution: Contribute to the execution of program strategy, through the implementation of tools, and tactics, including briefing, stakeholder management, and creative oversight.   Collaborate with agencies to roll out channel programs at various levels and assist in measuring and evaluating program effectiveness.

• Regional BTL Program Development: Role will help create insight-led programming that will drive commercial activation in market with regional and local customers within an assigned CBU.  Will partner with the Customer Marketing, CP&A, and Commercial teams to ensure the market has the right tools to activate and implement in the right accounts at the right time to WIN at retail.   

• Creation of National Tactical Commercial Needs: This role serves as the link between Commercial, Brand, and POS Materials teams.  Identifying the most effective materials for your programs to drive sales uplift.  Ensuring the POS needs for your programs are properly briefed to POS Agency and timelines are met.  Ensure all tactical tools fit within brand guidelines.       

• Communication and Stakeholder Engagement: Lead program overview conversations and support Brand VPs in meetings.  Communicate program details and align execution plans with CP&A.  Ensure clear communication with key commercial stakeholders including Trade Marketing. 

• Insight-Driven Strategy: Collaboratively work with SI&A and Customer Solutions to uncover and apply insights to influence program planning and execution.  Apply category growth frameworks to inform channel strategies. 

• Value Added Pack (VAP) Leadership: Lead the VAP process from strategy, creation, to market execution within brand guidelines.  Coordinate investment and manage the creative process.  Cross-Functionally leads the coordination of VAP creation with Supply, Pac-Dev, Master Data, Finance, and Procurement.  Work directly with CP&A to ensure commercial volume roll-ups achieve milestone timelines.  Measure and evaluate.  

• Capability Building and Collaboration: Work with 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

• Must have a minimum of 5 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.

• 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, and strong community-orientation and responsibility.

• Experience directly managing people and agencies 

• Experience in the Spirits and/or beverage alcohol industry is a distinct advantage.

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. 

U.S. applicants have rights under Federal Employment Laws.

Perks of Working for us

At 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.

• 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

• Medical, Critical Illness, and Life Insurance

• Employee Assistance Programs

• Best-in-class, family-friendly, and inclusive leave policies

The 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.