Bacardi-Martini Ltd

Marketing Director, China

Asia


About the role

Start your exciting global career in Bacardi as the Marketing Director of China! In this role, you will be accountable for delivering brand performance targets and driving value creation for our company. You will be developing brand strategies & driving the key decisions that will significantly affect the presence and positioning of the Bacardi group brands for China. You have shared accountability for the P&L of the brands. Your ability to manage multiple projects at any given time will be key,as will be your ability to work seamlessly and influence behavior within the matrix, in particular with Global Marketing, Marketing teams in the Regions as well as departments within China.

  • Inputs China market requirements into brand leads to ensure key insights and considerations factored into brand creation.

  • Identifying A&P prioritization to fuel highest potential opportunities.

  • Shared accountability for turnover & growth of the brands. Ensuring a heightened business performance awareness.

  • Leads in building strong relationships with key stakeholders across the globe, region & China.

  • Prioritization of brands in portfolio.

  • Coaches, develops, and leads brand team by following the Servant Leadership philosophy.

This role is based in the Shanghai office but will require some travel.

We invite you to take a look at a couple of our wonderful Marketing colleagues - Fabio & Lucy sharing their experience of Careers at Bacardi: https://youtu.be/x4g1dqTc0Yw and the Bacardi Careers website https://www.bacardilimited.com/careers/

Key accountabilities and responsibilities

Consumer, shopper and customer understanding

  • Build deep understanding of target consumer groups in order to inform robust consumer driven strategy. This will include Insights in the digital & e-Commerce space

Category & brand strategy and activity planning

  • Input into the development of "Codes To Growth" for relevant Brands defining strategic goals, priorities & KPIs

  • Input and influences the Innovation function to deliver the Brand / Business pipeline

  • Lead and implement the pricing strategy for the brand for all channels of the business

  • Lead the China Integrated Acticity Planning (IAP) process and the allocation of brand A&P

  • Lead the Social Media agenda

Business performance management

  • Shares accountability for delivery of brand performance targets (revenue, profitability, share, equity)

  • Shares accountability for the brand P&L

  • Ensures measurement and evaluation plan in place on brand investments in order to identify, codify and rollout successful Brand growth drivers

Creating a winning team

  • Promotes professional development within team by coaching, mentoring, empowering, and promoting accountability.

  • Act as a true leader that is motivating and inspiring.

  • Orchestrates effective matrix working within their immediate brand team.

Developing talent & capability

  • Ensure implementation of functional capability development in the immediate Brand team

  • Input into talent decisions related to people in their immediate Brand team

Measures of success

  • Achieve brand financial and commercial targets in all channels (revenue, profitability, share)

  • Drive improved brand health (e.g. brand awareness, penetration, engagement)

  • Deliver on measures of social currency for our brands (e.g. social media buzz KPI)

  • Ensure consistent adherence to the brand visual identity in China

  • Ensure measurement & evaluation plan in place on over 80% of brand activities

Critical experiences for success

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

  • Experienced Marketing Professional with lead roles within a matrix organization, managing multiple stakeholders in a complex environment

  • Experience in China, preferably with premium FMCG/ Luxury background. Well-versed with the digital & social Marketing & e-Commerce arena

  • Experience in leadership roles in an International Organization environment

  • Experience in handling P&L accountabilities

  • Excellent presentation skill: able to tell compelling stories in presentations with senior leaders to influence outcomes & confidently address challenges & questions from the audience

  • Ability to work across & influence multiple functions (e.g. customer marketing, finance, supply chain)

  • Ability to drive execution, measure, codify, learn and improve: A leader that has a solid balance between strategic and visionary thinking but always using data, analytics and facts to support their vision and strategy.

  • Commercial Marketer: a leader that has marketing at this core, but has a strong understanding of the commercial aspects of the business across the key variables: Channel, Price, Promotional activity, Through-theline activation, etc.

  • Highly strategic, analytical, and critical thinker with the ability to approach very complex problems and distill them into simple, powerful strategies

  • Resilience and mental strength: A leader that has a proven record of working and thriving in highly stressful environments, deals with ambiguity, can stay calm in high pressure, can absorb adversity and still keep his/her team inspired and motivated

  • Networking skills: Proven ability to create strong value adding relationships across the organization, with agencies and key stakeholders. Very strong executive presence and gravitas

  • People developer and team builder: A leader that can embrace diversity of thinking and build strong teams of multicultural backgrounds

The following experiences are preferred:

  • Senior Positions in Marketing and brand building roles with Alcoholic Beverage background as a strong preference: Beer, Spirits

  • Understanding of regulations & industry dynamics

  • Up-to-date knowledge of market trends on the industry and ways to communicate with consumer via different types of media and experiences; good sense of bar trends

  • Business degree w/ Marketing specialization or MBA preferred

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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