Senior Manager, Customer Marketing

Join to apply for the Senior Manager, Customer Marketing role at Bacardi
.

This role plays a pivotal part in driving growth and engagement within on‑ and off‑premise customer segments. In this strategic position you will lead initiatives to develop and execute marketing strategies tailored to these channels. You will collaborate cross‑functionally to identify opportunities, optimise efforts, and enhance brand visibility to help us achieve commercial execution and win  position is based in the Coral Gables office, with some travel to North American markets required.

A strategic, insight‑led marketer with strong BTL program development and execution experience. Skilled in cross‑functional collaboration, stakeholder management, and agency coordination. Brings a commercial mindset, creativity, and attention to detail to drive retail activation. Proven ability to lead Value Added Pack (VAP) initiatives and align marketing tools with brand strategy. A team leader who builds capabilities, drives results, and fosters a culture of accountability and excellence.

• Strategic National BTL Program Development and Execution:
  Contribute to the execution of program strategy through the implementation of tools and tactics, including briefing, stakeholder management, and creative oversight. Collaborate with agencies to roll out channel programs and assist in measuring effectiveness.
• Regional BTL Program Development:
  Create insight‑led programming that drives commercial activation in the market with regional and local customers within an assigned CBU. Partner with Customer Marketing, CP&A, and Commercial teams to ensure the market has the right tools to activate and implement in the right accounts at the right time to win at retail.
• Creation of National Tactical Commercial Needs:
  Serve as the link between Commercial, Brand, and POS Materials teams. Identify effective materials for programs to drive sales uplift, ensure POS needs are properly briefed to the POS agency, and meet timelines. Ensure all tactical tools fit within brand guidelines.
• Communication and Stakeholder Engagement:
  Lead program overview conversations and support Brand VPs in meetings. Communicate program details and align execution plans with CP&A. Ensure clear communication with key commercial stakeholders including Trade Marketing.
• Insight‑Driven Strategy:
  Collaboratively work with SI&A and Customer Solutions to uncover and apply insights to influence program planning and execution. Apply category growth frameworks to inform channel strategies.
• Value Added Pack (VAP) Leadership:
  Lead the VAP process from strategy, creation, to market execution within brand guidelines. Coordinate investment and manage the creative process across supply, pack‑development, master data, finance, and procurement. Work directly with CP&A to ensure commercial volume roll‑ups achieve milestone timelines. Measure and evaluate.
• Capability Building and
  
  Collaboration:
  
  Work with marketing teams to build below‑line marketing capabilities and establish sustained practices. Collaborate cross‑functionally and globally to drive efficiencies and scale.
• Team Leadership and Culture:
  Lead, coach, and develop a high‑performing team by directly managing talent and ensuring alignment with key performance indicators (KPIs), functional objectives, leadership growth, and personal development. Foster a culture that celebrates excellence, encourages accountability, and rewards winning outcomes.

• Minimum 5 years of experience in or working with Customer Marketing (e.g., Purchaser/Shopper Marketing, Brand Marketing, Category Management, Sales, Customer Planning and Activation, channel strategy).
• Experience in roles related to understanding on‑ and off‑premise customer and channel dynamics.
• Strong customer focus and ability to collaborate with stakeholders to manage projects and drive results.
• Flexibility in quickly responding to changing business needs, a sense of accountability, and commitment to putting strategy into action.
• Experience directly managing people and agencies.
• Experience in the spirits and/or beverage alcohol industry is a distinct advantage.