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Director, Marketing At Bacardi

Location: Chicago, Illinois

Job Description

As the Marketing Director of Marketing for Angel’s Envy, you will have the opportunity to work with an exceptional team for one of the fastest growing bourbon brands in the category. You will be accountable for delivering brand performance targets and driving value creation for our company. But more importantly, you will help shape the legacy of Angel’s Envy, driving key decisions that will significantly affect the presence and positioning of Angel’s Envy, both in North America and globally. You have accountability for the P&L of the brand. Your ability to manage multiple projects at any given time will be key, as will be your ability to work seamlessly and influence behavior within the matrix, in particular with Insights, Sales and Customer Marketing teams.

  • Key Leader in North America for Angel’s Envy
  • Leading Integrated Activity Planning process for North American and potential global expansion.
  • Inputs NAM market requirements into global brand lead ensuring key insights and considerations factored into brand strategy and assets.
  • Identifying A&P prioritization to fuel highest potential opportunities.
  • Accountability for Brand P&L. Ensuring a heightened business performance awareness.
  • Leads in building strong relationships with Sales and Customer Marketing Leads to ensure successful execution of brand programming.
  • Coaches, develops, and leads brand team by following the Servant Leadership philosophy.

This role is based in the Chicago Angel’s Envy office, though a significant percentage of your time will be interacting with the Louisville based Brand Home, Field, Agencies and Key Customers. As a result, you can expect to be travelling extensively to stay connected to all stakeholders.

Key accountabilities and responsibilities

Consumer, shopper and customer understanding
  • Builds deep understanding of target consumer groups, across key geographies in North America, in order to inform robust consumer driven strategy.

Category & brand strategy and activity planning
  • Shape the Brand strategy in order to deliver a strategic growth plan that maximizes long term value for the company.
  • Inputs into the development of “Codes To Growth” for relevant Brands defining strategic goals, priorities & KPIs by life-stage.
  • Inputs into the Brand innovation strategies and influences the Innovation function to deliver the Brand pipeline, including managing the creation of communication assets to launch the product.
  • Set Global targets for the Brand as input to the Integrated Activity Planning process.
  • Supports Global Brand VP on market targets for the Brand as input to the IAP process and on the allocation of brand A&P.
  • Partners the Hub category teams in the development of Hub Brand plans.
Business performance management
  • Accountability for delivery of brand performance targets (revenue, profitability, share, equity).
  • Accountability for the brand P&L.
  • Ensures measurement and evaluation plan in place on brand investments in order to identify, codify and rollout successful Brand growth drivers.
Creating a winning team
  • Promotes professional development within team by coaching, mentoring, empowering, and promoting accountability.
  • Act as a true leader that is motivating and inspiring.
  • Orchestrates effective matrix working within their immediate brand team.
Developing talent & capability
  • Ensure implementation of functional capability development in their immediate Brand team.
  • Inputs into talent decisions related to people in their immediate Brand team.

Measures of success

  • Achieve brand financial and commercial targets (revenue, profitability, share).
  • Drive improved brand health (e.g. brand awareness, penetration, engagement).
  • Deliver on measures of social currency for our global brands (e.g. social media buzz).
  • Ensure consistent adherence to global brand visual identity in all markets at all time.
  • Ensure measurement & evaluation plan in place on over 80% of brand activities.

Critical experiences for success

To be successful in this role you will have/be:
  • Experience in leadership roles within a matrix organization, managing multiple stakeholders in a complex environment.
  • Experience in leadership roles in an international environment (across multiple countries).
  • Experience handling P&L accountabilities.
  • Experience leading marketing and brand strategy in different market types and dynamics at international level.
  • Ability to work across & influence multiple functions (e.g. customer marketing, finance, supply chain).
  • MBA degree w/ Marketing specialization preferred.
  • Drives execution, measures, codifies, learns and improves: A leader that has a solid balance between strategic and visionary thinking but always using data, analytics and facts to support their vision and strategy.
  • Commercial Marketer: A leader that has marketing at this core, but has a strong understanding of the commercial aspects of the business across the key variables: Channel, Price, Promotional activity, Through-the-line activation, etc.
  • Highly strategic, analytical, and critical thinker with the ability to approach very complex problems and distill them into simple, powerful strategies.
  • Experience in defining Brand Architectures to fit consumer needs and that inform product, packaging innovation pipeline.
  • New World Marketing: A leader that has a proven track record of building brands via digital, social, experiential, influencer and content marketing.
  • Stakeholder management: A senior leader that can navigate and drive buy in from a large number of stakeholders without compromising his/her own vision and beliefs.
  • Resilience and mental strength: A leader that has a proven record of working and thriving in highly stressful environments, deals with ambiguity, can stay calm in high pressure, can absorb adversity and still keep his/her team inspired and motivated.
  • Networking skills: Proven ability to create strong value adding relationships across the organization, with agencies and key stakeholders. Very strong executive presence and gravitas.
  • People developer and team builder: A leader that can embrace diversity of thinking and build strong teams of multicultural backgrounds.

The following experiences are preferred:
  • North American market working experience.
  • International experience.
  • Senior Positions in Marketing and brand building roles with Alcoholic Beverage background as a strong preference: Spirits, Beer.
  • Understanding of regulations, industry dynamics and 3 tier distribution system, etc.
  • Understanding of media landscape and relevant legal restrictions to communication and sale of alcohol in markets around the world.
  • Ability to motivate, inspire and lead a top grade marketing team as well as ensure that the team has the best possible talent at each level.
  • Up-to-date knowledge of market trends on the industry and ways to communicate with consumer via different types of media and experiences; good sense of bar trends.
  • Coach and retain top talent and handle non-performers efficiently; quickly overlooks ways to capitalize on insights.
FUNCTIONAL EXCELLENCE
  • Ethical Practice: Master
  • Insights for Action: Master
  • Strategy and Brand: Master
  • Commercial Activation: Master
  • Brand Ideas and Connections: Master
  • Agency Partnership: Master

LEADERSHIP EXCELLENCE
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

Our ways of working

Our family legacy has positively influenced our ways of working and has shaped the values to which our employees aspire. We’re caring, like a family, and not only internally, but also in the wider communities in which we operate. This is demonstrated by our commitment to both act responsibly and promote the choice to drink responsibly. We trust one another, and through that trust are able to forge strong teams and networks that empower our matrix organization structure. We’re passionate, reflecting our Latin heritage, and this means that we commit more than just time to our work: we commit energy, heart and soul. We are dedicated to being a role model in our industry, and we approach everything we do with Integrity First. Together, our values help us create what we’re most proud of: our True Heart and Winning Spirit – both in our home markets and across the world.