About the role
As the Digital Manager- India & South East Asia, you will lead digital strategy, content and programs across India and South East Asia (SEA) clusters at a cross-brand level, including communication strategy development and deployment, development of brand-relevant digital content to increase consumer engagement on our brands and deliver measurable financial results.
You will be driving the conceptualization, development and execution of best-in-class programs that significantly impact the presence and positioning of the Bacardi brands, building Bacardi's legacy through Digital channels.
Your deep functional experience and know-how, agency management skills, along with an ability to drive multiple projects at any given time and operate within a matrix will be key to your success in this role.
You will lead the execution of digital content, programs and partnerships, in close collaboration with Category Directors and local market leads
You will lead the deployment of digital content into markets, working closely with Category teams to facilitate integration into the annual brand activity plan
You will partner closely with Category teams as a strategic advisor to drive best in class engagement plans and digital content, to achieve deeper consumer engagement with our brands
You will work closely with the regional digital agency across India and SEA to develop Digital content delivery measuring for efficiency and effectiveness.
This role is responsible for driving thought leadership as well as execution and while based in the Gurgaon office, some of your time will be spent interacting with the Regional and Country Brand Category teams and local market leads across India and SEA. As a result, you can expect a fair degree of travel to stay connected to all stakeholders across India, Thailand, Philippines, Vietnam, Malaysia, and Singapore.
Key accountabilities and responsibilities
Category & brand strategy and activity planning
Facilitates the integration into the regional and market specific Integrated Activity Plans (IAPs) of Global Brand and digital assets
Strategically aligns with brand and market teams to develop plans for digitally-led and digitally-enabled Brand activities in markets
Consumer, shopper and customer understanding
Builds deep quantitative and qualitative understanding of digital behaviours of target consumers on key brands across different markets in India and SEA in order to identify digital engagement opportunities respectively, for our brands to leverage.
Builds deep understanding of content and media landscape, localized communication and digital media consumption dynamics and how this varies across key demographics and countries in the region in order to provide strategic guidance to brand and market teams.
Integrated brand communication
Partners with regional Category Directors and brand teams as an expert advisor and thought-leader to ensure development and delivery of best in class fully integrated digital communications solutions
Ensures that all assets developed follow the Bacardi Way of Growth best practice processes
Ensures timely and consistent communication of upcoming and ongoing activations with all regional and market stakeholders
Ensures robust measurement and evaluation plan in place on all digital brand activities across key markets
Consistently measures and evaluates effectiveness of key brand activities and how that impacts brand metrics and business metrics across markets
Creating a winning team
Supports the functioning of the matrix organization within and between the Regional Consumer Marketing teams, local Customer Marketing and Commercial teams
Becomes the go-to person and provides expert advice to regional category teams on India & SEA market and category teams on digital media tools and platforms that help drive brand awareness, engagement and maximise impact on consumers
Developing talent & capability
Supports implementation of digital learning and development programs for all consumer and customer marketing teams in the Region
Supports advocacy programs with Digital training and amplification of advocacy activations
Measures of success
Drive target ROI of key digital campaigns across the Hub
Achieve execution targets on key measures of digital impact of brands (e.g. reach, relevance, views, conversation etc.)
Drive value share and sales growth for all brands in key markets
Deliver on measures of social currency for all Brands in key markets (e.g. social media buzz)
Critical experiences for success
To be successful in this role you will have/ be:
Expertise in strategic brand and communication planning
Experience in Digital Marketing (6-8 years); Media background from key media agency, content network or major advertiser
Proven expertise of merging digital with offline & experiential activations
Self starter & enthusiastic. Ability to handle multiple activations spanning geographies.
Fluent in English
The following experiences are preferred:
Understanding of complexity of local consumer landscape
Understanding of needs of different generations and impact on their relationships with Bacardi products
Awareness of current trends / pop culture / style / music and sports
Drinks, Youth brands and Luxury category experience is an advantage
Experience in additional functions beyond the ones listed above
Experience across South East Asia geographies
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.