Bacardi-Martini Ltd

Senior Manager - Consumer Marketing, RTD, Gurgaon, India

Asia


About the role

As a Region Brand Manager you will be accountable for delivering brand performance targets in your region, and driving value creation for our Company. You will serve as an extension of the Region and Global Category team, leading all Brand management activities in the region. You will be responsible for planning, in alignment with your local customer marketing & sales teams, and the execution of all consumer programs and assets to drive effective, local activation on your brand.

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

  • You will extend the region IAP into a robust region brand plan, coordinating with your local Customer Marketing 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 to you by the Region Category Director

  • You will lead the in-market delivery of all consumer-facing Brand activities and partner with Customer Marketing on all trade-facing activities, as defined in the IAP, ensuring execution excellence

  • You will work with Insights to ensure we measure and evaluate the performance of all Brand activities in your Region to optimize A&P spend

This role is based in Gurgaon and may require some travelling in order to connect with your Region team as well as domestic travelling to meet with customers and third parties.

Key accountabilities and responsibilities

Consumer, shopper and customer understanding

  • Partner with your Region Consumer & Commercial Insights team to build deep understanding of the target consumer and shopper for your Brand in your Region in order to tailor local execution of Brand activities effectively

  • Actively consult on the situation assessment for the Brand in your Region, partnering with Region Consumer & Commercial Insights to develop local consumer, shopper and customer learning on triggers and barriers to Brand growth

Category & brand strategy and activity planning

  • Provide Region Brand input into the definition of "Jobs To Be Done" in the Region Integrated Activity Plan (IAP), under the overall co-ordination of the Customer Marketing team at Region and Region level

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

  • Work closely with Region Category team and local Customer Marketing team to extend the Region IAP into a Region brand plan, with responsibility for adapting consumer-facing Region assets and programs when required to do so by the Region Category Director

Integrated brand communication

  • Leads in-market execution and implementation of all consumer-facing elements of the Region brand plan and provides brand input to Customer Marketing on all shopper-facing activity on the brand

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

  • Works with Region Experience and Engagement team to ensure that all brand content programs and partnerships developed at Region level are activated and commercialized effectively in-market, including execution of PR, digital and experiential programs and partnering with Customer Marketing on advocacy programs as required

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

Business performance management

  • Accountable for delivery of Brand performance targets in Region (revenue, profitability, share, equity) as agreed with Region Category Director in your Region brand plan

  • Work with Insights to ensure measurement & evaluation (M&E) plan in place on all brand activities in your Region

  • Rigorously manage brand A&P budget, as assigned to you by your Region Category 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

  • Actively support effective matrix working across Region and Region

Developing talent & capability

  • Participate in functional capability development as required by Region Category team

Role to Identify, develop, and make improvements to new ideas, techniques, procedures, services, or products (Check one)

_Follow - no changes to original

?Check - make minor changes

_Modify - adapt or enhance quality or value

_Improve - change significantly

_Create/Conceptualize

Measures of success

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

  • Drive improved Brand health in Region (e.g. awareness, penetration, engagement)

  • Deliver on measures of social currency for your Brand in Region (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 activity in Region

Critical experiences for success

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

  • 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

  • Fluent command in English (other Region Language fluency is desirable)

The following experiences are preferred:

  • Drinks and Lifestyle Category experience is an advantage

  • Experience in additional functions beyond the ones listed above

  • Ability to work under pressure and to deal with ambiguity

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

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

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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