Advocacy Manager

YOUR OPPORTUNITY
The Advocacy Manager is a critical role within the North America Advocacy function, responsible for building genuine brand belief with the trade across the Bacardi portfolio. Contributing to the strategic vision, you will work with brand, commercial and HQ teams to ensure Advocacy is focused on supporting each stakeholder on placing the right brands with the right resource into the right market and right accounts.
ABOUT YOU
You have extensive commercial and/or brand management experience and can translate your knowledge and insights into shaping the success of the advocacy function. With a Founder’s mentality you drive results and excellence in execution by being a leader in the department and strong communicator.
Working cross functionally with commercial teams in market, brand/customer marketing, HQ and brand partners you develop commercial capabilities that convert advocacy efforts of education, engagement, account management and consultation into results for Bacardi now and over the next 10 years.
RESPONSIBILITIES - WITH OUR CONSUMER AT THE HEART YOUR KEY FOCUS WILL BE
Execute the NAM Advocacy strategy in market, ensuring brand stories land with consistency, conviction and commercial relevance, championing the full Bacardi portfolio with a portfolio mindset
Support our ambassador team to build and maintain deep, authentic relationships with on-premise accounts, bartenders, beverage directors and cocktail enthusiasts - across the portfolio
Ensure that our education materials operate in a variety of formats, including category-level knowledge, with storytelling that creates genuine believers who drive recommendation of our brands
Represent Bacardi at key trade events such as Tales of the Cocktail, Bar Convent Brooklyn (BCB), Speed Rack, Arizona Cocktail Weekend, Portland Cocktail Week and other market-level activations
Contribute to community partnerships such as FIU/Bacardi Center of Excellence as required
Partner with Commercial/CPA to ensure advocacy activity and investment aligns to commercial priorities, account plans and business objectives such as menu feature and rate-of-sale performance
Ensure ‘wiring’ in market and communicate brand advocacy programming and events to the BUSA field-based commercial teams in a timely manner for commercial leverage.
Collaborate with Marketing teams as part of the Integrated Activity Planning (IAP) process to ensure advocacy is embedded within through-the-line brand programming
Collaborate with Customer Marketing to create tools that drive desire, relevance and rate of sale
Track performance in market with strong knowledge of financial metrics and return on investment - by market, city, account and ambassador
Manage KPI targeting and tracking, laddering up monthly performance reports for senior leadership and sharing best practices more widely with key stakeholders
Channel on premise insights, trends and analytics to provide actionable opportunities for teams to create more meaningful programming, excellence in execution and ultimately drive performance
Create content for digital advocacy programming, including social content and online community engagement as part of a year-round content calendar, both externally and internally via Corporate communications
SKILLS - THE SKILLS AND EXPERIENCE NEEDED TO CREATE YOUR LEGACY
5-10 year’s experience working in the on-premise and/or brand roles at a Manager level or similar
Trade expertise: Established relationships within the on-premise community and a deep understanding of what bartenders and operators actually care about
Brand storytelling: The ability to translate brand history, liquid credentials and category knowledge into compelling, conversational narratives that drive genuine advocacy
Commercial acumen: Understanding of how advocacy activity connects to rate-of-sale, menu placement and account profitability - not just relationship management
Planning and organization: Proven ability to manage a complex, multi-account, multi-brand market calendar with precision and without losing sight of priorities
Communication and influence: Excellent interpersonal and presentation skills - equally comfortable in a pre-shift with a bartender and a quarterly business review with commercial leadership
Data and insight literacy: Comfortable working with commercial data, advocacy metrics and tools such as Ground Signal to identify opportunity and report impact
Collaboration: A natural team player who can work effectively across a matrixed organization - with brand
Entrepreneurial, think-outside-the box, and creative mindset
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 the needs of themselves and their families. It goes beyond just Cash! The total rewards program is based on pay for performance, whereby the incentive programs are linked to company and individual performance.
Compensation, Paid Time Off & Retirement:
Competitive Pay Package
Competitive Holiday/Paid Time Off, plus additional days offered ( i.e., volunteer day, allowing you to give back to the community)
Retirement/Pension Plan
Health & Wellbeing
Medical, Critical Illness, and Life Insurance
Employee Assistance Programs
Best-in-class, family-friendly, and inclusive leave policies
Additional Benefits
The benefits /perks may vary depending on the nature of your employment with Bacardi, your work location, and are subject to change.
Some benefits may be subject to an employee contribution.
Some benefits may be fully or partially subsidized. Incentive plans are linked to the nature of your employment and can vary based on region, market, function or brand.