Advocacy Manager – IMEA, Global Travel Retail

YOUR OPPORTUNITY

The Advocacy Manager will lead the development and execution of Advocacy strategies across MEA & India within the global travel retail channel. The role is responsible for building brand influence, comprehensive product training, retail partnerships & consumer advocacy programmes that support in driving commercial growth, consumer recruitment, premiumization & conversion.

The role goes beyond traditional product education. The Advocacy Manager will work closely with commercial managers, brand marketing, retail partners and key stakeholders to create Advocacy programs and training that increase brand visibility, strengthen customer relationships, generate real demand and ultimately contribute to sales performance & market share growth.

ABOUT YOU

You will have the capability to become a best-in-class Advocacy Manager, passionate about premium spirits and creating memorable brand experiences. You’ll be comfortable working across functions in a collaborative manner, balancing long term brand building priorities with short term commercial priorities.

• You’ll be commercially minded, understanding that Advocacy is a business growth tool and appreciate how to translate brand storytelling into commercial results.
• You’ll be data driven, using insights and performance metrics to optimize performance and demonstrate impact.
• An influential relationship builder who can build strong partnerships and credibility within the GTR community with entrepreneurial flair that thrives in a dynamic environment.

RESPONSIBILITIES - WITH OUR CONSUMER AT THE HEART YOUR KEY FOCUS WILL BE

• Advocacy Strategy & Execution
  • Develop & execute annual Advocacy plans for priority customers/retail partners
  • Create programmes & trainings that build brand desirability amongst our retail ambassadors, retail partners, consumers and wider travel retail stakeholders
  • Ensure Advocacy activities support broader business and brand objectives
  • Measure and evaluate program effectiveness and ROI
• Commercial Partnership & Business Growth
  • Partner closely with GTR commercial managers to identify business opportunities and growth drivers and build this into your Advocacy strategy and training agenda
  • Develop Advocacy plans aligned to commercial objectives and customer priorities that support in delivering revenue and GP targets
  • Support the achievement of sales and distribution goals through strategic Advocacy initiatives
  • Act as a key stakeholder during customer planning meetings & brand activations, ensuring Advocacy is represented as a key support tool
  • Provide Advocacy insights & actions that support in improving the overall commercial partnerships within GTR
• Education & Capability Building
  • Deliver impactful brand and category education programmes to our retail ambassador communities
  • Develop engaging training content, tailored specifically for customer & retail ambassador needs
  • Build Advocacy capabilities amongst key customer teams and internal stakeholders
  • Ensure consistent brand standards and messaging are met across all educational initiatives
• Insights & Performance Management
  • Track key Advocacy and commercial KPIs through relevant tracking tools
  • Analyse Advocacy impact on sales, distribution, conversion and engagement, making recommendations where applicable
  • Gather market insights and consumer trends to inform Advocacy strategies and approach
  • Provide regular reporting and recommendations to all associated stakeholders
  • Own the Advocacy budget and ensure disciplined, effective deployment of investment, whilst ensuring robust reporting standards
• Customer & Industry Engagement
  • Build strong relationships with retail partners, retail ambassadors, airport stakeholders and internal functions
  • Represent the company at industry events, brand activations and customer meetings
  • Develop and utilize Advocacy networks that support long term business objectives

SKILLS - THE SKILLS AND EXPERIENCE NEEDED TO CREATE YOUR LEGACY

• 5+ years’ experience in Advocacy, brand education & training, preferably within the spirits industry
• Experience within commercially led roles will also be highly considered and valued
• Experience of working within India (Multiple states) and Middle East markets is essential
• Experience within Global Travel Retail, Duty Free, Luxury Retail, Hospitality or FMCG is preferred
• Ability to demonstrate exposure to commercial &/or customer marketing is highly desirable
• Demonstrate experience of working with commercial sales team to drive business outcomes
• Excellent relationship building and networking capabilities
• Strong analytical skills and business acumen
• Proficient in content creation (virtual trainings, webinars, video & social content)
• Excellent presentation, storytelling and communication skills

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

• Passionate and energetic about premium spirits, hospitality and creating memorable brand experiences
• A natural relationship builder, who creates strong partnerships and credibility
• Commercially curious, with an understanding around how Advocacy can be a business growth tool, which can translate brand storytelling into commercial results
• Identifies opportunities and trends, and proactively thrives in a dynamic environment
• Strong inter-functional skills and an ability to manage and educate upwards to the senior management team
• Ability to use insights and performance metrics to optimize results and be able to clearly demonstrate this
• Comfortable operating in a fast-paced environment with changing priorities and multiple stakeholders
• Strong emotional intelligence and maturity with acute planning and organisational skills
• Confident and capable of operating at all levels & a good team player
• High level of intellect with a “roll-up-your-sleeves” mentality

LEADERSHIP AGILITY

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.

Perks of Working for us

At Bacardi, we are committed to providing our Primos (employees) with a comprehensive Total Rewards package of compensation, benefits, incentives, allowances, well-being, and much more to meet the needs of themselves and their families. It goes beyond just Cash! The total rewards program is based on pay for performance, whereby the incentive programs are linked to company and individual performance.

Compensation, Paid Time Off & Retirement:

• Competitive Pay Package

• Competitive Holiday/Paid Time Off, plus additional days offered ( i.e., volunteer day, allowing you to give back to the community)

• Retirement/Pension Plan

Health & Wellbeing

• Medical, Critical Illness, and Life Insurance

• Employee Assistance Programs

• Best-in-class, family-friendly, and inclusive leave policies

Additional Benefits

• The benefits /perks may vary depending on the nature of your employment with Bacardi, your work location, and are subject to change.
• Some benefits may be subject to an employee contribution.
• Some benefits may be fully or partially subsidized. Incentive plans are linked to the nature of your employment and can vary based on region, market, function or brand.