BACARDI is looking for Region Director of category MARTINI.
RESPONSIBILITIES — YOUR KEY FOCUS WILL BE
Consumer, shopper and customer understanding
Builds deep understanding of target consumer and shopper groups for their Category in the Region to inform Category strategic & operational planning and optimize the deployment of brand assets in the Region
Leads, in partnership with Region Insights team, a robust situation assessment for the Category in the Region as input into the annual integrated activity planning process
Supports the Region 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 Region 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 Region 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 Region Customer Marketing across everyone in Region 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 — THE SKILLS AND EXPERIENCE NEEDED TO CREATE YOUR LEGACY
Experience in leading Marketing and Brand strategy within the assigned Region/ 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 Martini priorities esp. Innovation, Assets etc.
Category Knowledge (esp. Sparking) & Market Knowledge
Core experience in Consumer Marketing in a large sized market
CPA experience is an added advantage
PERSONAL QUALITIES – SHARE OUR FOUNDER’S PASSION AND ENTREPRENEURIAL FLAIR
Living our Values and demonstrating high Learning Agility will be fundamental not only for success in this role, but also for potential growth to other roles across Bacardi in the future.
We have a clearly defined Leadership Excellence framework, and you will be expected, as a senior leader to be a role model of all 6 elements: Focus Externally to Win / Drive Execution & Results / Lead Strategically & Know your Business / Make the Matrix Work / Lead by Example / Develop and Inspire Talent.
