About the role
As a Senior Brand Manager you will be accountable for delivering Brand performance targets globally, and driving value creation for our Company.
You will serve as an extension of the Global team, supporting all Brand management activities globally. You will be responsible for planning, and the execution of all consumer programs and assets to drive effective activation on your brand.
You will input to the situation assessment of your Brand, contributing to defining the Jobs to be Done each year as part of the annual Integrated Activity Planning (IAP) process
You will extend the IAP into a robust brand plan, coordinating with your local Consumer Marketing team to deliver maximum impact in-
market and deliver annual Brand financial and commercial targets
You will support in the management of the A&P budget for your brand
You will support in leading the in-market delivery of all consumer-facing Brand activities, ensuring executional excellence
You will work with Insights to ensure we measure and evaluate the performance of all Brand activities to optimise A&P spend
You will be part of the Global Brand Team, the marketing projects you will be involved in will be related to create a brand and all its assets from the start and additionally
You will be a facilitator of the other Countries, so that they can execute the plans and grow the brand
This role is based in Barcelona and may require some travelling in order to connect with your team as well as domestic travelling to meet with customers and third parties.
Key accountabilities and responsibilities
Consumer, shopper and customer understanding
Partner with your Consumer & Commercial Insights team to build deep understanding of the target consumer and shopper for your Brand in order to tailor execution of Brand activities effectively
Actively consult on the situation assessment for the Brand in your Country, partnering with Consumer & Commercial Insights to develop consumer, shopper and customer learnings on triggers and barriers to Brand growth
Category & brand strategy and activity planning
Provide Brand input into the definition of Jobs To Be Done in the Integrated Activity Plan (IAP), under the overall co-
ordination of the Customer Marketing team at Global level
Provide guidance to Category Director on effective deployment of Brand A&P by activity & channel in-market
Work closely with Category team and Customer Marketing team to extend the IAP into a brand plan, with responsibility for creating consumer-
facing assets and programes when required to do so.
Integrated brand communication
Leads in-market execution and implementation of all consumer-facing elements of the brand plan and provides brand input to Customer Marketing on all shopper-
facing activity on the brand
Leads localization of brand communications plan, including local planning & buying of media with agency partner
Works with Experience and Engagement team to ensure that all brand content programmes and partnerships developed are activated and commercialized effectively, including execution of PR, digital and experiential programmes and partnering with Customer Marketing on advocacy programmes as required
Business performance management
Accountable for delivery of Brand performance targets (revenue, profitability, share, equity)
Work with Insights to ensure measurement & evaluation (M&E) plan in place on all brand activities
Rigorously manage brand A&P budget, as assigned to you by your Category Director, 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
Actively support effective matrix working across Global and Country
Developing talent & capability
Participate in functional capability development as required by Category team
Measures of success
Achieve Brand / Category financial and commercial targets in Country (revenue, profitability, share)
Drive improved Brand health in Country (e.g. awareness, penetration, engagement)
Deliver on measures of social currency for your Brand in Country (e.g. social media buzz)
Ensure adherence to global brand visual identity at all times
Ensure measurement & evaluation plan in place on over 80% of Brand activity in Country
Critical experiences for success
To be successful in this role you will have / be :
7-8 years brand management experience in progressive roles, leading different Marketing projects
Experience multiple specialty areas : digital, innovation, promotions, events, media, etc.
Verbal / written skills at all levels in an organization; ability to generate meaningful presentations
Degree and / or professional Marketing qualifications
Fluent command in English
The following experiences are preferred :
Drinks and Luxury Category experience is an advantage
Experience in additional functions beyond the ones listed above
FUNCTIONAL EXCELLENCE Please review the Marketing Capability Framework for specific information on the functional experiences required for this role. Additional skills :
Ability to work under pressure and to deal with ambiguity
Comprehension of competitive market for brand and Category and how to use available data to develop initiatives to grow the brand
Our ways of working
Our family legacy has positively influenced our ways of working and has shaped the values to which our employees aspire.
We’re caring, like a family, and not only internally, but also in the wider communities in which we operate. This is demonstrated by our commitment to both act responsibly and promote the choice to drink responsibly.
We trust one another, and through that trust are able to forge strong teams and networks that empower our matrix organization structure.
We’re passionate, reflecting our Latin heritage, and this means that we commit more than just time to our work : we commit energy, heart and soul.
We are dedicated to being a role model in our industry, and we approach everything we do with Integrity First. Together, our values help us create what we’re most proud of : our True Heart and Winning Spirit both in our home markets and across the world.