Bacardi

Consumer, shopper and customer understanding

·        Builds deep understanding of target consumer and shopper groups to inform Brands strategic & operational planning and optimize the deployment of brand assets

·        Develops, in partnership with Insights team, a robust situation assessment for the brand in the assigned markets as input into the annual integrated activity planning process

·        Supports the regional Innovation Strategy to identify consumer, shopper or customer opportunities in the assigned markets which can be addressed through new product innovation.

·        Build strong data driven relationships via audience precision targeting, personalized, adapted content and experiences to effectively address consumer needs, driving point of differentiation and value for the brand.

Brands strategy and activity planning

• Actively consults on and guides European strategic planning on portfolio and geographic participation strategy and A&P budget allocation
• Inputs in the definition of short-mid-long-term growth plans, strategic priorities, implement global pricing strategy and methods for measuring and evaluating A&P spend effectively

·        Recommends and secures alignment on how to allocate assigned Brands A&P by activity in order to optimize returns and achieve the Jobs To Be Done

·        Plans & builds consumer centric brand experiences in line with the approved IAP that deliver seamless consumer & shopper journeys using the available ecosystem: creating & execution BTL platforms & activities, supporting markets to execute at scale. 

Integrated brand communication

·        Works in close partnership with the regional team, partnering to deliver projects and ensuring the Cluster’s voice is heard and considered in the strategic development.

·        Leads the execution of selected global brand assets

• Ensures successful integration & activation in the assigned markets of global brand assets, including digital & content programs.
• Ensures that brand assets adhere to global brand guidelines and local social responsibility policies and regulations.

·        Provides brand input and partners closely with Regional & Local Customer Marketing on execution of all shopper-facing activities developed in the region, including all advocacy programs.

·        Manages directly the execution of brand campaigns in the countries.

Business performance management

·        Accountable for delivery of Brands performance targets in the assigned markets (revenue, EFO, profitability, share, equity)

• Shares accountability for the markets Brands P&L
• Follows up on the Brands performance targets into Countries within the region and manages them closely to ensure delivery, identifying risks and opportunities and flagging where to take corrective action where necessary.

·        Actively monitor Brand KPI’s an provide guidance on corrective action. Ensure clear M&E for 80% of total investment, identify & prove-out growth drivers to scale in service of the roadmap.

Creating a winning team

·        Supports & orchestrate effective matrix working within and between Global, Europe, Country/cluster teams

·        Works in close collaboration with Local Customer Marketing and everyone in the Regional Brands team

Role to Identify, develop, and make improvements to new ideas, techniques, procedures, services, or products