Bacardi-Martini Ltd

Brand Manager, Martini (Winchester)

Central London, England


About the role

As UK & Ireland Brand Manager for our Martini brand (Vermouth and Sparkling Wine), you will be accountable for delivering Brand performance targets and driving value creation. You will serve as an extension of the Global team, leading all Brand management activities for Martini in the UK/Ire cluster.

You will be responsible for planning, in alignment with the sales and customer marketing team, the execution of consumer & customer programs and assets to drive effective, local activation. In this specific role, you will be both responsible for the consumer and customer part of the brands involved, ensuring that all above and below the line activities will be carried out as specified in the brand plans.

You will input to the situation assessment of your Brand in the Country, contributing to defining the "Core Consumer Challenge" and "Jobs to be Done" each year as part of the annual Integrated Activity Planning (IAP) process

You will extend the IAP into a robust Country brand plan, coordinated with local Sales team to deliver maximum impact in-market and deliver annual Brand financial and commercial targets

You will manage an A&P budget for your brand as assigned by the global brand team.

You will lead the in-market delivery of all consumer-facing Brand activities in your country, as defined in the annual plan, ensuring executional excellence that converts vision into local value growth.

You will measure and evaluate the performance of all Brand activities to optimise A&P spend

Location of this role is flexible - you will need to spend at least 1-2 days a week in Winchester and you are likely to visit the London office regularly too. For the brands involved, the on-trade channel is very important, so occasional visits to these customers may be required.

Key accountabilities and responsibilities

Consumer, shopper and customer understanding

  • Build deep understanding of the target consumer and shopper for your Brand in the Country in order to tailor local execution of Brand activities effectively

  • Actively consult on the situation assessment for the Brand in your Country, feeding into Insights team local consumer, shopper and customer learnings on triggers and barriers to Brand growth

Category & brand strategy and activity planning

  • Provide Country input into the definition of the "Core Consumer Challenge" and "Jobs To Be Done" in the Hub Integrated Activity Plan (IAP)

  • Provide guidance to Category Director on effective deployment of Brand A&P by activity & channel in-market

  • Work closely with Category team and Local Sales teams to extend the IAP into a Country brand plan, with appropriate tailoring of assets and programmes to local activation needs

CPA

  • Define the whole activity plan with effective deployment of Brand A&P by activity & channel in-market, based on global guidelines and existing assets

  • Work closely with Sales teams and IPD/catman to make sure you cover the right activation needs and implement efficiently

  • Assist Sales Managers to develop strong customer partnerships that drive bespoke Brand Activation

  • Participate to the Picture of Success vision of your brands to define how we show up at the Point of Purchase and support implementation of the POS including measurement of impact and value driven by the program

Integrated brand communication

  • Leads in-market execution and implementation of all consumer- and trade facing elements of the Country brand plan

  • Work with Category teams to ensure Brand assets are appropriately tailored for local activation in-market

  • Work with Experience and Engagement team to ensure that all brand content programmes and partnerships they develop are activated and commercialized effectively in-market

  • Executes experiential events, PR event, press office, social media and influences Marketing and advocacy activities consistent with the plan in collaboration with the Brand Ambassadors.

  • Leads localization of brand communications plan, including local planning & buying of media with agency partner

  • Ensure that all brand assets developed in the Country adhere to Global Brand guidelines and local social responsibility policies and regulations and always follow the Bacardi Way of Growth best practice

Business performance management

  • Accountable for delivery of Brand performance targets in Country (revenue, profitability, share, equity)

  • Apply Channel Strategies to the Country that optimize channel mix and through the IAP process are converted into winning value propositions that unlock customer support in On- and Off-Trade

  • Embed the Picture of Success framework as the way to bring to life our Category & Brand visions and define how we "show up" at the Point of Purchase; deploy the Picture of Success to customer teams

  • Ensure measurement and evaluation (M&E) plan in place on all brand activities in Country

  • Rigorously manage brand A&P budget, as assigned to you by your Brand Director, in order to minimize costs and optimize returns on investment

  • Actively monitor Brand KPIs and provide guidance on corrective action to achieve agreed objectives

Creating a winning team

  • Work with Country and Global Brand team to build a shared sense of purpose among all Primos

  • Support and facilitate effective matrix working across Brand and Country

  • Set an inspiring vision and align the Country team behind challenging targets that create a culture of executional excellence

  • Build the capability to effectively commercialize and win customer support for our innovation initiatives

Developing talent & capability

  • Support implementation of functional capability development for everyone in brand team

Measures of success

Achieve Brand/ Category financial and commercial targets in Country (revenue, profitability, share)

Deliver on measures of social currency for your Brand in Country (e.g. social media buzz)

Ensure adherence to global brand visual identity at all times

Ensure measurement & evaluation plan in place on over 80% of Brand activities in Country

Deliver against talent management activities as required

Deliver Country "Jobs to be Done" as part of the Hub IAP process

Critical experiences for success

To be successful in this role you will have/be:

  • Significant Brand management experience in progressive roles, leading different Marketing projects

  • Experience multiple specialty areas: digital, innovation, promotions, events, media, etc.

  • Verbal/written skills at all levels in an organization; ability to generate meaningful presentations

  • Degree and/or professional Marketing qualifications or equivalent

  • Fluent command of English

The following experiences are preferred:

  • Drinks, Luxury and/or Lifestyle Category experience is an advantage

  • Experience in additional functions beyond the ones listed above

  • Commercial and/or Customer Marketing experience

FUNCTIONAL EXCELLENCE

Ability to work under pressure and to deal with ambiguity

Comprehension of competitive market for brand and how to use available data to develop initiatives to grow the brand

Remains abreast of legal regulations in the industry for the Country

LEADERSHIP EXCELLENCE

Living our Values and demonstrating high Learning Agility will be fundamental not only for success in this role, but also for potential growth to other roles across Bacardi in the future. We have a clearly defined Leadership Excellence framework, and you will be expected, as a senior leader to be a role model of all 6 elements: Focus Externally to Win / Drive Execution & Results / Lead Strategically & Know your Business / Make the Matrix Work / Lead by Example / Develop and Inspire Talent

Our ways of working

Our family legacy has positively influenced our ways of working and has shaped the values to which our employees aspire. We're caring, like a family, and not only internally, but also in the wider communities in which we operate. This is demonstrated by our commitment to both act responsibly and promote the choice to drink responsibly. We trust one another, and through that trust are able to forge strong teams and networks that empower our matrix organization structure. We're passionate, reflecting our Latin heritage, and this means that we commit more than just time to our work: we commit energy, heart and soul. We are dedicated to being a role model in our industry, and we approach everything we do with Integrity First. Together, our values help us create what we're most proud of: our True Heart and Winning Spirit - both in our home markets and across the world.