Bacardi Rus is looking for a Category Director Whiskey (EEURA Region).
Tasks
- Consumer, shopper and customer understanding
- Builds deep understanding of target consumer and shopper groups for their Category in the Region
- Leads, in partnership with EEURA Insights team, a robust situation assessment for the Category in the Region
- Supports the EEURA Innovation Director to identify consumer, shopper or customer opportunities for their Category in the Hub which can be addressed through new product innovation
- Category & brand strategy and activity planning
- Actively consults on and guides global Category strategic planning on portfolio and geographic participation strategy and A&P budget allocation as it pertains to their Category in the Region
- Actively consults on the global consumer driven strategy for brands in their Category and localizes to their Region
- Defines Brand Jobs To Be Done in their Category and participates in the prioritization of overall Region Jobs to Be Done at the start of the annual Integrated Activity Planning (IAP) process
- Works with EEURA Experience & Engagement Director and media agency partners to develop the Consumer Connections plan for their Category in the Region
- Leads development of the consumer-facing elements of the Category IAP, and oversees development of shopper-facing activities by Customer Marketing as they pertain to brands in their Category
- Supports EEURA Innovation Director on development and deployment of new products in the Category
- Recommends and secures alignment from Global Category VPs on how to allocate assigned Category A&P by activity in order to optimize returns and achieve the Jobs To Be Done in the Region
- Actively manages the extension of the Regional IAP into Country brand plans and directs the implementation and execution of Country activation programs (or manages directly where there is no Country Brand Manager)
- Integrated brand communication
- Leads the execution of selected global brand assets, as assigned by Global Category VP
- Ensures successful integration & activation in the Hub of global brand assets, including digital & content programs
- Ensures that brand assets adhere to global brand guidelines and local social responsibility policies and regulations and always follow the Bacardi Marketing Way best practice
- Owns relationship with creative agencies for their Category at the Region-level and ensures brand assets are appropriately tailored to support Countries as they activate their brand plans
- Provides brand input and partners closely with Regional Customer Marketing on execution of all shopper-facing activities developed in the Region, including all advocacy programmes
- Manages directly the execution of brand campaigns in Countries where there is no Brand Manager resource
- Business performance management
- Accountable for delivery of Category performance targets in the Region (revenue, profitability, share, equity)
- Shares accountability for the Eastern Europe Category P&L with Global Category VPs and Country Managers
- Cascades Category performance targets into Countries within the Hub and manages them closely to ensure delivery, identifying risks and opportunities and taking corrective action where necessary
- Ensures measurement and evaluation plan in place on over 80% of brand activities on their Category in the Region in order to identify, codify and rollout successful Category growth drivers globally
- Creating a winning team
- Orchestrates effective matrix working within and between Global, Region and Country marketing teams
- Works with the Region & Country Category team to build a shared sense of purpose among all employees
- Ensures close collaboration with EEURA Customer Marketing across everyone in EEURA Category team
- Aligns the Hub & Country Category team behind performance targets and creates a passion for winning in the organisation
- Developing talent & capability
- Ensures the resources and assets needed to deliver Category targets are cascaded to Country teams
- Drives functional capability development in their Category team in the Region
- Inputs into talent decisions related to people in their Category team in the Region
Skills
- Experience in leading Marketing and Brand strategy within the assigned EEURA/ Countries or in a related position
- Advanced experience working with a variety of traditional and modern Marketing and communications functions including: branding and messaging to different target audiences.
- Fluent command in English
- Managing Vision & Purpose
- Driving Execution/Results excellence
- Build & Inspire highly effective & motivated multinational team
- Balances stakeholders: orchestrate effective matrix working within/between Global, Region & Country teams
- Influence global stakeholders to drive Whisky priorities esp. Innovation, Assets etc.
- Category Knowledge & Market Knowledge.