Bacardi-Martini Ltd

Customer Marketing Manager Bacardi (Gouda)

Netherlands, Europe

About the role

In this role you will be responsible for planning and delivering excellent execution of the Integrated Activity Plans (IAP) for your respective brand for both the on & off trade channels.

You will be working one of BACARDÍ biggest and most iconic brand (BACARDÍ) in a key country for that brand (NL), where BACARDÍ brand is one of the biggest focus for the cluster.

  • You will play a crucial role in working with the European Commercial Planning & Activation (CPA) Brand Manager & external agencies to develop game changing purchaser marketing programs and activities to ensure we win across the on & the off trade.

  • As part of this process you will be expected to lead agency briefings both creative & production to localise the Below The Line (BTL) activation toolkits and deliver the local IAP activations.

  • You will be the go to person for the local commercial teams for all aspects relating to execution of the IAP activations for your brands and will be responsible for keeping them informed & updated through the activity communications process.

  • You will be a key member of the cycle plan meeting process ensuring effective tracking of your brand related IAP activities and work with the CPA Manager to advise on course corrective actions if required.

  • You will be responsible for the local management of brand related Point Of Sale Materials (POSM) ensuring we have the right tools to deliver against the local market commercial Key Performance Indicators (KPI) and that these are utilised and stock is managed effectively.

  • You will be responsible for the overall budget management of your brands. This involves a continuous follow up through Business Intelligence (BI), Supplier Relationship Management (SRM), budget phasing, Last Estimate (LE) updates.

  • You will ensure our focus internal selling platforms (Sales Map, Bar Talk, Picture of Success) are updated on a regular basis providing sales with the best tools to deliver against their KPI's.

The nature of the role will mean the majority of your time will be spent within the local market.

Key accountabilities and responsibilities

For assigned brand house :

  • Be the #1 business partner for commercial teams

  • Responsible for planning and executing the local IAP

  • Consults key local stakeholders on brand/category level plans & activities

  • Localises BTL activation toolkits and produces materials and services incl POSM

  • Assists European CPA Brand Manager in the development of toolkits

  • Maintains channel activity grids and local activity comms (incl Bar Talk input)

  • BTL agency management & briefing responsibility

  • Member of local cycle planning team

  • Management & selection of local POS

  • Localises commercial sell in propositions

Measures of success

Excellent results on above key responsibilities

Critical experiences for success

To be successful in this role you will have/be

  • University degree or higher commercial education

  • 3 - 5 years relevant experience (brand management, CPA, customer marketing, agency side)

  • Proficiency in English, fluent in Dutch and a good command of French is a plus

  • A pioneering attitude in everything you do


  • Experienced in working with stakeholders to develop and implement clear agendas and longer term execution plans

  • Experienced in balancing long and short term priorities to creat efficiencies

  • Experienced in managing stakeholders to ensure timely delivery of the IAP plans. Actively builds and leads interactions between the functions to ensure plans are implemented and goals met.

  • Experienced in developing and actively influencing internal and external networks of influential contacts and decision makers

  • Ability to work under pressure and to deal with ambiguity

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

  • Remains abreast of legal regulations in the industry for the Country


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 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.

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