Senior Commercial Capabilities Manager, AMEA

YOUR OPPORTUNITY

This is your opportunity to play an instrumental role in the growth of Bacardi’s Future Markets. Make a lasting mark by building a best-in-class commercial capability ecosystem that directly drives volume, share and consumer engagement across the AMEA region.

You are a commercial capability expert who genuinely loves developing people and building winning teams. You bring deep FMCG experience – ideally in Sales, Trade Marketing or Commercial Excellence – and know how to translate strategy into field-level behaviour change that sticks. You thrive in complex, multi-market environments and are just as comfortable inspiring a frontline sales team in the field as you are presenting a capability business case to a VP.

You are a Fearless coach with a Founder’s mindset and a Family heart.

• Do you dare to be different?
• Are you willing to question, challenge and innovate in pursuit of excellence?
• Can you work collaboratively and inspire others?
• Are you ready to make your mark?

WITH OUR CONSUMER AT THE HEART, YOUR KEY RESPONSIBILITIES WILL BE TO:

• Lead the AMEA PEAK Commercial Capability agenda – owning the end-to-end Basíco to Maestro journey for Primos and trade partners across 25+ markets.
• Design and implement the annual AMEA Capability Calendar, aligning learning priorities to regional commercial strategy and brand execution standards.
• Partner with Market GMs, Commercial Directors and HR to embed Standards of Excellence across territory management, customer segmentation and value-sell propositions.
• Build and coach a network of market-level Capability Champions to cascade PEAK tools, modules and routines with consistency and energy.
• Drive field coaching culture – regularly joining customer visits and team meetings to model best practice and reinforce capability investment in the flow of work.
• Measure, track and report capability KPIs (PEAK completion rates, competency scores, business impact metrics) and embed a continuous improvement loop.
• Manage external learning partners, digital platforms and facilitation resources to deliver best-in-class, scalable capability solutions across the region.
• Embed Revenue Growth Management (RGM) principles – pricing, promotional ROI and pack-price strategy – into capability programmes so markets can execute smarter in the field.
• Turn commercial data into simple, usable playbooks that help markets spot growth opportunities across channels and customer segments.
• Spot what is working in one market and make it easy for others to replicate – identifying scalable commercial models and embedding them across AMEA.
• Embed commercial capability into key transformation programmes such as Route-to-Market changes, so learning happens in the flow of real work, not as a separate training event.
• Strengthen consistency in commercial processes across markets while giving local teams the flexibility to adapt to their own context.
• Own the commercial onboarding standard for new Primos across AMEA – ensuring every new KAM or TM rep gets up to speed fast and starts contributing quickly.

• 8–10 years of progressive FMCG commercial experience, with a strong track record in Sales, Trade Marketing, Commercial Execution or Commercial Excellence.
• Demonstrated success in designing, deploying and measuring commercial capability or learning programmes at a regional or multi-market scale.
• Outstanding facilitation, coaching and influencing skills – able to inspire from the frontline to the VP’s.
• Deep understanding of FMCG route-to-market models, customer management disciplines and the off- and on-trade channel landscape across AMEA.
• Proficiency in capability measurement frameworks (e.g. Kirkpatrick, ROI Institute) and commercial analytics tools.
• Experience operating in a matrixed, multi-cultural organisation; high cultural intelligence and adaptability across AMEA markets.
• Bachelor’s degree in Business, Marketing or related field; MBA or equivalent postgraduate qualification preferred.

• Fearless – courageously…