Bacardi-Martini Ltd

Customer Marketing Manager - Cruise Channel - Americas Travel Retail


About the role

As the Manager, Customer Marketing - Cruise Channel, you will be accountable for executing against the company's Cruise vision, action and strategically develop the plan for growth within the Channel. As this role has a commercial component, you will also be responsible for key revenue and commercial targets for strategic Cruise Retail customers - this includes the delivery of customer and shopper programs in your territory as agreed in the GTR Integrated Activity Plan (IAP). You will work with Global Brand Teams, the wider Central Customer Marketing team, Sales and our strategic customers to ensure the system is focused on executing the best On and Off-Trade plans and programs for the right brands, in the right markets, with the right customers in alignment with the company's Cruise strategy. You will advance the Cruise agenda by leveraging depth of knowledge about the channel, relationships, your creativity and your leadership capabilities and thereby drive success in the channel for the broader organization.

You will understand the strategy and drive to action, including how to both build brands and deliver commercial results.

This role is based in our NAM HQ in Miami. The role will require extensive travel in order to effectively interact with key stakeholders including internationally based sales teams and customers.

Key accountabilities and responsibilities

Drive results & excellence in execution:

  • Identify Cruise On and Off-Trade trends and use them to fuel growth, customer and programming opportunities

  • Manage relationship with on-trade teams in Americas, Europe, and Asia to facilitate and develop customer specific programs for international cruise line customers

  • Program/Project/Event management

  • Bacardi Legacy Global Cruise Competition and Bombay Sapphire Most Imaginative Bartender event planning and execution, as well as other customer specific events

  • Align key stakeholders behind channel priorities and initiatives

  • Translate commercial insights into effective merchandising and promotional standards

  • Act as a business partner for our strategic Cruise customer teams (including European and APAC hubs)

  • Drive Cruise customer planning in collaboration with sales & finance teams

  • Lead the creative development of On and Off-Trade programs/tools that deliver against brand and commercial objectives

  • Administer Americas Brand Ambassador Advocacy program

  • Reconcile A&P (invoicing etc.)

  • Coordinate HPPs planning & execution with Advocacy managers

  • Source materials over & above advocacy assets (e.g. POS items for Cruise B.A.s)

  • Oversee creative agencies to deliver unique customer-first ideas and solutions

  • Deliver a suite of turnkey sub-channel based brand programs grounded in customer insights

  • Manage Activation agency in executing programming across the channel

  • Lead measurement and evaluation of Cruise initiatives

  • Implement technology solutions as appropriate to track execution and performance against KPIs

  • A&P Logistics

  • POs, WBS codes, confirmations, Invoice payments

  • New vendor set ups/payment inquiries

Promotion Management ensure AVQPAP implementation for all core brands

  • Plan, coordinate, implement and review promotions (ROI data, etc.)

  • Cooperate closely with Regional Trade Marketing Team and local promoter Agency

  • Coordinate brand ambassadors and consultants in the sub region together with RM lead

Develop talent and capability:

  • Become the Cruise go to expert for the sub-channels and customers assigned in converting overall brand strategy into customer based solutions

  • Provide Hub Brand teams with Cruise On and Off-Trade expertise and advice to enable an effective connection with the buyers and gatekeepers of our industry in and around the channel

  • Ensure implementation of learning and development plans and sustained learning for everyone in your team

Measures of success

  • Performance: Deliver Channel KPIs as defined in the IAP

  • Commercial: Deliver robust On and Off-Trade plans and programs for specific markets and accounts

  • Customer: Achieve target customer satisfaction measures

  • Execution: Deliver best in class execution of all activity

  • Strategy: Full participation in the development, delivery, and ownership of the Cruise Strategy and Plans

  • Employee Engagement: Achieve sustained improvement in engagement scores as measured in the EES

  • Talent: Improve development scores for the Customer Marketing organization

Critical experiences for success

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

  • Bachelor's degree in Business, or related field

  • A strong understanding of the On and Off-Trade and its business dynamics

  • Strong customer focus and ability to collaborate with various stakeholders to drive results

  • Experience in roles related to understanding customer and On-Trade dynamics

  • A versatile and collaborative leader who effectively manages the matrix

  • 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

  • Knowledge of industry regulations, market trends and competition

  • Entrepreneurial, think-outside-the box, and creative mindset

  • 3 - 5 years experience in the on/off Retail environment

The following experiences are preferred:

  • On-Trade & Off-Trade leadership, commercial roles experience

  • Brand or Customer Marketing Management experience

  • Demonstrated success working in a 2 tier system

  • Mixology background

  • Basic understanding of the cruise channel and/or the consumer vacation experience

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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