About the role
Your Opportunity The Marketing Manager Lifestyle brands is responsible for developing marketing strategies and plans based on strong consumer insights with the objective of growing brand equity which will result in increased value and share.
You will execute against the global / regional integrated brand strategy and marketing plans incorporating local insights and deep in market’ activation knowledge and experience to drive the global brand purpose in Australia & New Zealand.
You will demonstrate a genuine passion for marketing and the ability to think laterally and strategically. You will have the ability to liaise and manage the diversity of key stakeholders both internally and within the region and at global levels.
The balance between the ability to deliver both analytic and strategic insight will result in being able to solve problems and offer solutions to grow the brands under your remit (Bacardi / Bombay Sapphire / 42 Below / Cazadores & Agency brands (de Kuyper / Barbaresco) for long term sustainability.
Brand strategy and activity planning
Provide country brand input into the definition of Jobs To Be Done in the Integrated Activity Plan (IAP)
Use a combination of highly data driven approach for market analysis of both consumers / shoppers, customers, and competition to constantly improve the marketing strategy
Provide guidance to Marketing Director on effective deployment of Brand A&P by activity & channel inmarket
Work closely with region and the global team and local CP+A team to integrate regional / global assets into a country brand plan
Integrated brand communication
Leads in-market execution and implementation of all consumer-facing elements of the country brand plan and provides brand input to CP+A on all shopper-facing activity on the brand
Leads localization of brand communications plan, including local planning & buying of media with agency partner. Works with agency to ensure that all brand content is created according to the brand POV rules and is activated with the highest efficiency.
Works with experiential agencies on delivering the best possible experience of our brands through building strong and authentic connections with our consumers
Ensure that all brand assets developed in country adhere to global brand guidelines and local social responsibility policies and regulations and always follow best practice
Business performance management
Accountable for delivery of Brand / s performance targets in country (revenue, profitability, share, equity) as agreed with Marketing Director in the IAP / Brand plan
Accountable for measurement & evaluation (M&E) plan is in place on all brand activities in your country
Rigorously manage brand A&P budget, as agreed with the Marketing Director, in order to minimize costs and optimize returns on investment
Actively monitor Brand KPIs and provide guidance on corrective action to achieve agreed objectives Marketing Manager
Develop talent and capability
Work with the Market leadership team to build and resource, capabilities, and sustained ways of working
Lead 2 direct reports
Share and demonstrate best practice Global Marketing standards.
Work with Marketing Director to build a shared sense of purpose
Align all employees behind targets and create a passion for winning in the organization
Recognize accomplishments and behaviours in a timely manner
Ensure all employees have a knowledge of Bacardi company history and culture
Actively support effective matrix working across Region, Global and Country
With our Consumer at the heart, your key focus will be
Delivery of all brand KPI’s including volume and value targets & brand equity measures as determined and agreed to with Marketing Director on an annual basis
Delivery of seamless communication through to CP&A teams which delivers exceptional execution to the consumer through customer channels
Increased brand health measures as aligned with Marketing Director
Delivery of NPD which supports long term brand ambition & results in all KPI’s as outlined in the IAP process
Increased scores in marketing engagement through effective leadership of team
Development of direct reports, ensuring that they are well equipped for movement through the organisation, have well constructed Let’s Talk profiles and are engaged and inspired by your leadership.
Skills and Experience
The Skills & Experience needed to create your legacy
7+ years of Brand Management experience, ideally in the industry, luxury category or FMCG
Experience - multiple specialty areas : strategy, digital, innovation, promotions, events, media, sound commercial understanding and financial acumen including strong analytical skills etc.
Proven experience leading teams
Proven experience to effectively challenge and influence cross functional teams.
Demonstrated ability to build capability amongst cross functional teams.
Confidence working directly with senior business leaders to influence long term strategies.
Understand liqour industry best practices and leverage learnings from other categories or markets.
Track record of delivery & ability to work autonomously, always taking initiative
Passionate person, love Brand Management
Teamwork ability while self-sufficient
Able to work under pressure and with ambiguity
Open-minded, honest, with eager to learn, to deliver results and have fun!