[Please note this is a Direct Search led by Bacardi. Applications from agencies will not be accepted nor will fees be paid for unsolicited CVs.]
Job Description
As a Brand Manager, you are an extension of the Brand Team and will lead your brand’s legacy by delivering impactful consumer-facing activities and targets for the PATRÓN brand in market. You will be responsible for planning and execution of such consumer programs outlined in the "Jobs to be Done" of the Brand’s Integrated Activity Planning (IAP). You will be accountable for delivering brand performance targets and the increase of brand value share. You will also oversee the execution of experiential brand activations across a range of high-profile events and experiences such as music festivals.
About you:
You are an exceptional Brand Builder who places consumer insights at the heart of your work. You create inspiring and innovative brand campaigns that push the boundaries, delivering commercial growth and nurturing long term brand equity. You are motivated to build close partnerships across functions sharing innovative ways of working.
Responsibilities
With our consumer at the heart your key focus will be:
* Responsible for planning and leading the execution of consumer programs in-market and assets to deliver effective activations for the brand in alignment with Customer Marketing.
* Lead the development and execution of brand partnerships/sponsorships & experiential programming across multiple channels and agencies and working with local commercial and distributor teams to deliver in-market.
* Oversee the execution of experiential brand activations across a range of high-profile events and experiences.
* Manage the day-to-day relationships with agency partners, ensure seamless execution of the brand strategy, and travel to various locations to oversee the success of each activation. Act as the on-site lead ensuring execution of the highest standards aligned with brand BVI and strategy.
* Lead all in-market brand Integrated Activity Plans (IAP) of consumer-facing activities collaborating with multiple stakeholders such as Customer Marketing, Advocacy, Commercial, and external partners/agencies to deliver with excellence.
* Partner with Consumer and Commercial Insights team to understand target local consumers and situation assessments for the brand to customize local activities and develop new strategies and tactics that provide the brand with a competitive advantage.
* Support the Brand Integrated Activity Plan (IAP) strategic planning process by providing brand performance analysis, analytical assessments of impact of activities, robust program plans, and strong assets to drive brand equity.
* Strategic arm to the Assistant Brand Manager by providing support and direction in overcoming obstacles to deliver executional excellence of brand plans.
* Accountable for monthly brand performance analysis and targets in market (revenue, profitability, share, equity) working closely with financial performance team and senior management.
* Manage and optimize an A&P budget assigned to you and placing bold bets on activities that minimizes costs but optimizes return on investments working closely with Consumer Insights to ensure we measure and evaluate the performance of brand activities.
Skills and Experience
* Bachelor’s degree in marketing or related field required; MBA is ideal and preferred.
* You must have 4+ years of experience in brand management or agency experience leading multiple marketing projects. Experience in insights and marketing analytics a plus.
* Demonstrated expertise in experiential marketing and the execution of large-scale brand events, such as festivals, concerts, and other high-profile activations.
* Strong project management skills and the ability to handle multiple projects and deadlines concurrently.
* Ideally you will have experience in spirits, beverage, fast moving consumer goods business, lifestyle brands or at an experiential agency; luxury brand experience preferred.
* Excellent relationship management skills, with a proven ability to navigate partnerships and collaborate effectively.
* You will have experience in multiple disciplines (e.g. digital, social, experiential, media, sponsorships)
* You have a fundamental understanding of profit drivers and commercial focused approach to brand planning.
* You can analyze available information (e.g. Nielsen data) including the comprehension of the competition and category for the purposes of preparing reports, presentations, providing insights, recommendations and solving problems to grow the brand.
* You are a passionate, innovative, and creative marketer eager to put the consumer at the heart of all activities first to achieve results.
* Ability and willingness to travel 15-20%, including nights and weekends, as required for events.
