Advocacy Manager – IMEA, Global Travel Retail

YOUR OPPORTUNITY
The Advocacy Manager will lead the development and execution of Advocacy strategies across MEA & India within the global travel retail channel. The role is responsible for building brand influence, comprehensive product training, retail partnerships & consumer advocacy programmes that support in driving commercial growth, consumer recruitment, premiumization & conversion.
The role goes beyond traditional product education. The Advocacy Manager will work closely with commercial managers, brand marketing, retail partners and key stakeholders to create Advocacy programs and training that increase brand visibility, strengthen customer relationships, generate real demand and ultimately contribute to sales performance & market share growth.
ABOUT YOU
You will have the capability to become a best-in-class Advocacy Manager, passionate about premium spirits and creating memorable brand experiences. You’ll be comfortable working across functions in a collaborative manner, balancing long term brand building priorities with short term commercial priorities.
You’ll be commercially minded, understanding that Advocacy is a business growth tool and appreciate how to translate brand storytelling into commercial results.
You’ll be data driven, using insights and performance metrics to optimize performance and demonstrate impact.
An influential relationship builder who can build strong partnerships and credibility within the GTR community with entrepreneurial flair that thrives in a dynamic environment.
RESPONSIBILITIES - WITH OUR CONSUMER AT THE HEART YOUR KEY FOCUS WILL BE
Advocacy Strategy & Execution
Develop & execute annual Advocacy plans for priority customers/retail partners
Create programmes & trainings that build brand desirability amongst our retail ambassadors, retail partners, consumers and wider travel retail stakeholders
Ensure Advocacy activities support broader business and brand objectives
Measure and evaluate program effectiveness and ROI
Commercial Partnership & Business Growth
Partner closely with GTR commercial managers to identify business opportunities and growth drivers and build this into your Advocacy strategy and training agenda
Develop Advocacy plans aligned to commercial objectives and customer priorities that support in delivering revenue and GP targets
Support the achievement of sales and distribution goals through strategic Advocacy initiatives
Act as a key stakeholder during customer planning meetings & brand activations, ensuring Advocacy is represented as a key support tool
Provide Advocacy insights & actions that support in improving the overall commercial partnerships within GTR
Education & Capability Building
Deliver impactful brand and category education programmes to our retail ambassador communities
Develop engaging training content, tailored specifically for customer & retail ambassador needs
Build Advocacy capabilities amongst key customer teams and internal stakeholders
Ensure consistent brand standards and messaging are met across all educational initiatives
Insights & Performance Management
Track key Advocacy and commercial KPIs through relevant tracking tools
Analyse Advocacy impact on sales, distribution, conversion and engagement, making recommendations where applicable
Gather market insights and consumer trends to inform Advocacy strategies and approach
Provide regular reporting and recommendations to all associated stakeholders
Own the Advocacy budget and ensure disciplined, effective deployment of investment, whilst ensuring robust reporting standards
Customer & Industry Engagement
Build strong relationships with retail partners, retail ambassadors, airport stakeholders and internal functions
Represent the company at industry events, brand activations and customer meetings
Develop and utilize Advocacy networks that support long term business objectives
SKILLS - THE SKILLS AND EXPERIENCE NEEDED TO CREATE YOUR LEGACY
5+ years’ experience in Advocacy, brand education & training, preferably within the spirits industry
Experience within commercially led roles will also be highly considered and valued
Experience of working within India (Multiple states) and Middle East markets is essential
Experience within Global Travel Retail, Duty Free, Luxury Retail, Hospitality or FMCG is preferred
Ability to demonstrate exposure to commercial &/or customer marketing is highly desirable
Demonstrate experience of working with commercial sales team to drive business outcomes
Excellent relationship building and networking capabilities
Strong analytical skills and business acumen
Proficient in content creation (virtual trainings, webinars, video & social content)
Excellent presentation, storytelling and communication skills
PERSONAL QUALITIES – SHARE OUR FOUNDER’S PASSION AND ENTREPRENEURIAL FLAIR
Passionate and energetic about premium spirits, hospitality and creating memorable brand experiences
A natural relationship builder, who creates strong partnerships and credibility
Commercially curious, with an understanding around how Advocacy can be a business growth tool, which can translate brand storytelling into commercial results
Identifies opportunities and trends, and proactively thrives in a dynamic environment
Strong inter-functional skills and an ability to manage and educate upwards to the senior management team
Ability to use insights and performance metrics to optimize results and be able to clearly demonstrate this
Comfortable operating in a fast-paced environment with changing priorities and multiple stakeholders
Strong emotional intelligence and maturity with acute planning and organisational skills
Confident and capable of operating at all levels & a good team player
High level of intellect with a “roll-up-your-sleeves” mentality
LEADERSHIP AGILITY
At Bacardi we care deeply about finding brilliant talent who can bring the following personal attributes to help elevate our 3Fs: Fearless, Family, Founder culture to the next level.
Belonging: You have a strong capacity to create a culture of ‘Belonging’, where people feel appreciated for who they are, what they do, and who they can become
Self-Awareness: You have high levels of self-awareness, are reflective and know yourself well, understanding both your own strengths and weaknesses and your impact on others
People Agility: You bring a deep ability to understand and relate to people and navigate through tough situations to harness and multiply collective performance
Results Agility: You demonstrate consistent delivery of results in first-time situations by inspiring teams, exhibiting a presence that builds confidence in yourself and others.
Mental Agility: You can think critically to penetrate complex problems and expand the possibilities by making fresh connections. You think strategically whilst being execution focused and bring creativity to the challenges you’re presented with
Change Agility: You have a deep natural curiosity, desire to experiment and ability to effectively deal with the heat of change. You have a growth and learning mindset: ready to test, stumble, learn and apply from experience
Disclaimer: Bacardi seeks talent from all backgrounds to bring diversity of thought, agility and capability to our organization across the globe. We promote a working environment where all employees are treated and rewarded fairly. We do not tolerate any form of discrimination that adversely affects individuals or groups on the basis of national origin, race, color, religion, sex, gender, sexual orientation, marital status, disability, age, and any other legally protected aspect of a person’s identity.
U.S. applicants have rights under Federal Employment Laws.
Perks of Working for us
At Bacardi, we are committed to providing our Primos (employees) with a comprehensive Total Rewards package of compensation, benefits, incentives, allowances, well-being, and much more to meet t