The Customer Marketing Manager is responsible for leading the development and execution of customer and channel marketing programs across On-Trade, Off-Trade, and E-commerce in the Philippines.

This role sits at the intersection of brand strategy, trade marketing, and commercial execution, translating global and regional brand strategies into impactful in-market activations. The role owns Integrated Activity Planning (IAP), A&P investment, execution excellence, and performance evaluation, working closely with Sales, Distributors, and Regional Marketing teams to drive sustainable growth.

KEY RESPONSIBILITIES

1. Customer & Channel Strategy

• Lead Integrated Activity Planning (IAP) across all channels in line with brand and commercial priorities.
• Translate global and regional brand strategies into locally relevant customer and channel plans.
• Prioritize brands, channels, and investments to deliver NSV, brand objectives, and execution excellence.

2. Execution Excellence (On-Trade, Off-Trade & E-commerce)

• Own national execution of customer and trade marketing programs across all channels.
• Lead experiential activations, partnerships, and on-trade programs aligned with brand strategy.
• Ensure activation plans are embedded in sales plans, customer plans, and field priorities.
• Conduct regular field visits to assess execution quality and effectiveness.

3. Asset Development & Agency Management

• Lead development, adaptation, and deployment of POSM, GWPs, activation toolkits, and guidelines.
• Manage external agencies and third-party partners to ensure high-quality, on-time delivery.
• Ensure consistency, quality, and compliance with global brand standards.

4. Financial Ownership & Performance Management

• Own and manage A&P and GTN budgets, ensuring alignment with NSV and commercial priorities.
• Track performance through agreed KPIs, scorecards, and reporting frameworks.
• Lead post-activity evaluation and translate learnings into continuous improvement.
• Provide clear recommendations to optimize future activations and investment.

5. Cross-functional & Regional Collaboration

• Act as the key marketing interface with Sales, Distributors, and regional teams.
• Ensure strong alignment between brand ambition and commercial execution.
• Influence without direct authority and drive collaboration across functions.

EXPERIENCE & QUALIFICATIONS

• 7–8 years of relevant experience across customer marketing, trade marketing, brand activation, and/or sales.
• Experience within FMCG, beverage alcohol, beverages, tobacco, or similarly regulated industries preferred.
• Proven experience leading customer and channel programs end-to-end (planning, execution, evaluation).
• Hands-on experience managing A&P budgets and trade investments.
• Solid exposure to On-Trade and Off-Trade environments.
• Experience working with distributors, agencies, and regional/global stakeholders.
• Bachelor’s degree in business, Marketing, or a related field.

SKILLS - THE SKILLS AND EXPERIENCE NEEDED TO CREATE YOUR LEGACY

• Strong customer and channel planning capability.
• Excellent execution discipline and attention to detail.
• Ability to brief, manage, and challenge agencies and partners.
• Strong commercial and financial acumen, including ROI and P&L awareness.
• Comfortable operating in fast-paced, ambiguous environments.
• Ability to balance brand standards with market realities.

PERSONAL QUALITIES – SHARE OUR FOUNDER’S PASSION AND ENTREPRENEURIAL FLAIR

• Ownership mindset with strong accountability.
• Collaborative team player who builds trust across functions.
• Bias for action and continuous improvement.
• Resilient and calm under pressure.
• Curious, adaptable, and eager to learn.
• Think creatively and strategically and translate strategy into operational tactics.

At Bacardi we care deeply about finding brilliant talent who can bring the following personal attributes to help elevate our 3Fs: Fearless, Family, Founder culture to the next level.

• Belonging: You have a strong capacity to create a culture of ‘Belonging’, where people feel appreciated for who they are, what they do, and who they can become
• Self-Awareness: You have high levels of self-awareness, are reflective and know yourself well, understanding both your own strengths and weaknesses and your impact on others
• People Agility: You bring a deep ability to understand and relate to people and navigate through tough situations to harness and multiply collective performance
• Results Agility: You demonstrate consistent delivery of results in first-time situations by inspiring teams, exhibiting a presence that builds confidence in yourself and others.
• Mental Agility: You can think critically to penetrate complex problems and expand the possibilities by making fresh connections. You think strategically whilst being execution focused and bring creativity to the challenges you’re presented with
• Change Agility: You have a deep natural curiosity, desire to experiment and ability to effectively deal with the heat of change. You have a growth and learning mindset: ready to test, stumble, learn and apply from experience

Disclaimer: Bacardi seeks talent from all backgrounds to bring diversity of thought, agility and capability to our organization across the globe. We promote a working environment where all employees are treated and rewarded fairly. We do not tolerate any form of discrimination that adversely affects individuals or groups on the basis of national origin, race, color, religion, sex, gender, sexual orientation, marital status, disability, age, and any other legally protected aspect of a person's identity. 

U.S. applicants have rights under Federal Employment Laws