Customer Marketing On-trade

1 semana atrás

Lisboa, Lisboa, Portugal Bacardi Tempo inteiro

What does a CPA On-Trade do?


As Customer Marketing (CPA) On-Trade you will be accountable for delivering On-Trade Channel Trade Activities performance targets in Portugal and driving value creation for our Company.

You will be part of the Customer Marketing team in Portugal and will be responsible for the local Integrated Activity Planning (IAP) process for all the brands for On-Trade channel (with higher focus in Wholesalers programmes) ensuring that excellent execution is at the forefront of all our consumer & customer facing activity, in order to deliver the Brand performance targets.

You will be responsible for planning in alignment with Sales team, and the execution aligned with Consumer & Customer programs and assets to drive effective, local activation.

In this specific role, you will be responsible for Customer part related to On-Trade channel, working all the brands, ensuring fully alignment with Regional, Cluster and Local teams.

You will develop the plans according with local market needs and will work closely with Iberia and Regional Teams assuring the alignment Customer Marketing plans - On-Trade, in order to have a cohesive approach to planning & execution and also coordinating internally with Finance, Sales, Supply and Advocacy to ensure consistent, effective & efficient execution.


Responsibilities:

With our Consumer at the heart, your key focus will be:
Customer Marketing with focus on On-Trade Channel with accountability for the full portfolio, considering the market priorities.

Consumer, shopper and customer understanding

  • Partner with Consumer & Commercial team to build deep understanding of the target consumer and shopper for the brands in order to tailor local execution of Brand activities effectively.

Category & brand strategy and activity planning

  • Provide Country input into the "Jobs To Be Done" in the Integrated Activity Plan (IAP) in what concerns the On-Trade channel, in line with the strategy for each brand and also integrated in remaining Customer Marketing plan.
  • Integrated in IAP process and accountable for the Activities planned for On-Trade channel (higher focus for Wholesalers Programs), securing execution, and assuring effective deployment of Brand A&P by activity.
  • Work closely with the Consumer and Customer Marketing teams, Regional teams, Cluster teams and local Sales teams to develop the channel activity plan, following the brands strategy and securing relevant programmes to market needs.

Customer Marketing / CPA

  • Define the whole activity plan with effective deployment of Brand A&P by activity & channel inmarket, based on global guidelines and existing assets
  • Work closely with Sales teams to make sure you cover the right activation needs and implement them efficiently
  • Assist Sales Managers to develop strong customer partnerships that drive bespoke Brand Activation
  • Participate to the Picture of Success vision of your brands to define how we show up at the Point of Purchase and support implementation of the POS including measurement of impact and value driven by the program
  • Assure local implementation in line with IAP and according with Brands toolkits, of a variety of customerfocused materials and programs to ensure we win at Point of Purchase (POP)
  • Work with Sales team to support on Business plan presentations with key Customers

Integrated brand communication

  • Leads inmarket execution and implementation of all trade facing elements of the Country brand plan
  • Work with Regional teams to ensure Brand assets are appropriately tailored for local activation inmarket
  • Work with Regional Teams to ensure that all brand content programmes and partnerships they develop are activated and commercialized effectively inmarket
  • Executes trade events and coordinate with advocacy activities consistent with the plan in collaboration with the Cluster Head of Advocacy.
  • Ensure that all brand assets developed in the Country adhere to Global Brand guidelines and local social responsibility policies and regulations and always follow the Bacardi Marketing Way best practice

Business performance management

  • Accountable for delivery Brand channel performance targets of the planned activities (ROI, share)
  • Ensure measurement and evaluation (M&E) plan in place on all channel brand activities in Country
  • Rigorously manage brand A&P budget, as assigned to you by your Customer Marketing Manager, in order to minimize costs and optimize returns on investment
  • Actively monitor Brand KPIs and provide guidance on corrective action to achieve agreed objectives

Creating a winning team

  • Work with Customer Marketing Manager to build a sense of Community across the team
  • Support and facilitate effective matrix working across Country, Cluster and Region
  • Align the team behind challenging targets that create a culture of executional excellence
Skills and Experience

The Skills & Experience needed to create your legacy

  • Brand manag

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