ABOUT THE ROLE

As the GTR Americas Customer Marketing Manager, you will be accountable for executing against the company’s Travel Retail vision, action and strategically develop the plan for growth within the Channel.  As this role has a commercial component, you will also be responsible for key revenue and commercial targets for strategic customers – this includes the delivery of customer and shopper programs in your territory as agreed in the GTR Integrated Activity Plan (IAP).  You will work with Global Brand Teams, the wider Central Customer Marketing team, Sales and our strategic customers to ensure the system is focused on executing the best On and Off-Trade plans and programs for the right brands, in the right markets, with the right customers in alignment with the company’s GTR strategy.  You will advance the GTR agenda by leveraging depth of knowledge about the channel, relationships, your creativity and your leadership capabilities and thereby drive success in the channel for the broader organization.

You will understand the strategy and drive to action, including how to both build brands and deliver commercial results.

This role is based in our NAM HQ in Miami.  The role will require extensive travel in order to effectively interact with key stakeholders including internationally based sales teams and customers.

KEY ACCOUNTABILITIES AND RESPONSIBILITIES

Drive results & excellence in execution:

• Identify On and Off-Trade trends and use them to fuel growth, customer and programming opportunities
• Manage relationship with on-trade teams in Americas, Europe, and Asia to facilitate and develop customer specific programs
• Program/Project/Event management
• Bacardi Legacy Global Cruise Competition and Bombay Sapphire Most Imaginative Bartender event planning and execution, as well as other customer specific events
• Align key stakeholders behind channel priorities and initiatives
• Translate commercial insights into effective merchandising and promotional standards
• Drive customer planning in collaboration with sales & finance teams
• Lead the creative development of On and Off-Trade programs/tools that deliver against brand and commercial objectives
• Administer Americas Brand Ambassador Advocacy program
  • Reconcile A&P (invoicing etc.)
  • Coordinate HPPs planning & execution with Advocacy managers
  • Source materials over & above advocacy assets
  • (e.g. POS items for Cruise B.A.s)
• Oversee creative agencies to deliver unique customer-first ideas and solutions
• Deliver a suite of turnkey sub-channel based brand programs grounded in customer insights
• Manage Activation agency in executing programming across the channel
• Lead measurement and evaluation of GTR initiatives and activations in the region
• Implement technology solutions as appropriate to track execution and performance against KPIs
• A&P Logistics
  • POs, WBS codes, confirmations, Invoice payments
  • New vendor set ups/payment inquiries

Promotion Management ensure AVQPAP implementation for all core brands

• Plan, coordinate, implement and review promotions (ROI data, etc.)
• Cooperate closely with Regional Trade Marketing Team and local promoter Agency
• Coordinate brand ambassadors and consultants in the sub region together with RM lead

Develop talent and capability:

• Become the go to expert for the sub-channels and customers assigned in converting overall brand strategy into customer based solutions
• Provide Hub Brand teams with On and Off-Trade expertise and advice to enable an effective connection with the buyers and gatekeepers of our industry in and around the channel
• Ensure implementation of learning and development plans and sustained learning for everyone in your team

MEASURES OF SUCCESS

• Performance: Deliver Channel KPIs as defined in the IAP
• Commercial: Deliver robust On and Off-Trade plans and programs for specific markets and accounts
• Customer: Achieve target customer satisfaction measures
• Execution: Deliver best in class execution of all activity
• Strategy: Full participation in the development, delivery, and ownership of the GTR Americas Strategy and Plans
• Employee Engagement: Achieve sustained improvement in engagement scores as measured in the EES
• Talent: Improve development scores for the Customer Marketing organization

CRITICAL EXPERIENCES FOR SUCCESS

To be successful in this role you