Customer Marketing Manager

7 months ago

Sydney, Australia Bacardi Full time

**Your Opportunity**

As the Customer Marketing Manager, you will lead the evolution of our approach to CP&A, driving world class customer activation strategy, seamlessly balancing customer focused with TTL brand activation for commercial return. As traditional consumer journeys evolve into omni channel consumer & shopper journeys your role will be to lead the team to development of insight led path to purchase plans with strong digital compliance & advocacy integrated in on & off. In this role you will report to the Marketing Director ANZ and be a member of the Marketing Leadership Team, working very closely with the Sales Director and Senior Sales leads.**About You**

A proven people and customer marketing leader, with strong commercial acumen to drive results. A fearless and founders’ mentality with the ability to balance the customer needs with the needs of our brands. Passionate, collaborative and self-driven, with a relentless drive to create a better future for BMA.**Responsibilities**:
**With our Consumer at the heart, your key focus will be to**:
**Consumer, Shopper & Customer Insight & Journey understanding**
- Planning starts with insight and in this role, you will need to be able to effectively understand the Brand led consumer JTBD and seek out the relevant shopper insights, consumer & shopper decision journeys to create brand specific shopper & customer JBTD by brand.
- As our major off prem and national on prem customers become more sophisticated and category focused you will need to partner with the senior customers marketing leads, understanding their customer insights, category strategies and how our BMA plans can be translated into customer facing plans.

**Best in Class Brand Activation & Advocacy strategy development**
- Leads customer activation strategy TTL supported by true customer and shopper insight.
- Works with the team to develop best in class for Bacardi Activation playbooks by customer, evolving the current offline only approach to include digital.
- Relentless focus on ‘Fewer, Bigger, Better’ and clear investment prioritisation aligned with our brand and customer growth strategies.
- Champion and lead the team to continue to learn and drive efficiency and effectiveness through timely M&E’s with a learning mindset in the team.
- With advocacy a key lever to grow our brands and win in mkt with customers, continue to build the best advocacy model to support the growth strategy balancing their focus in on and off trade, with a clear understanding how advocacy can influence business partnership.
- Collaborate with AMEA and other CP&A leaders for best practice sharing and drive a more regional customer planning agenda.
- Management of total CP&A A&P, ensuring deployment of resource in line with brand and customer growth strategies.

**Customer Partnership & Activation Strategy Lead**
- Be the interface between sales and marketing, leading the development of integrated shopper led brand activation strategies / plans ensuring that they deliver to customer growth priorities.
- Lead the process to better integrate customer marketing into customer planning, driving full TTL shopper funnel plans especially for KSP.
- Lead the customer interface for major JBP sessions and annual customer planning sessions.

**Lead the talent development of the CP&A primos**
- Lead the overall development of primos within CP&A, in line with the capabilities outlined in the BWG and the BCWG
- Ensure the team have let’s talk primo profiles, 10-year plans and work with the Marketing Director and the MLT to ensure all primos have development plans supported by training and development

Skills and Experience

**The Skills & Experience needed to create your legacy**
- 7-10+ years of FMCG marketing experience. Luxury and/or spirits experience is a plus.
- Proven capability and experience in customer marketing and proven ability to grow business and brands through customer activations.
- Ability to develop customer and brand activation plans, with a deep understanding of the decision journey, JBTD and customer strategies.
- Understanding of traditional offline levers as well as digital online transaction drivers irrespective of consumer or customer platform, with the ability to drive an integrated frictionless journey.
- A strong business results focus ensuring effective ROI and management of A&P
- Strong communication skills and confidence in dealing with senior customers.
- Agency management
- High level of interpersonal skills with ability to work collaboratively internally, globally and with key stakeholders (e.g., agencies)

**Personal Qualities**
- Fearlessly perseveres in overcoming obstacles and setbacks by taking swift and efficient action and share best practices.
- You are a motivator and continuously challenge yourself and your peers to achieve the best results possible.
- Demonstrate the drive, initiative and tenacity required to define winning at Bacardi.
- An independent mindset, valuing

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