Advocacy Director, North America

[Please note this is a Direct Search led by Bacardi, Applications from agencies will not be accepted nor will fees be paid for unsolicited CVs.]

YOUR OPPORTUNITY

As the leader of Advocacy, you will be accountable for accelerating momentum of the Advocacy platform for the Bacardi Portfolio in North America. The Director of On-Premise Trade Advocacy drives brand equity and commercial performance within bars, restaurants, and hospitality venues by building influential relationships. This role partners closely with the Director of Customer Solutions to translate data, insights, and customer segmentation into targeted, high-ROI advocacy strategies. Your ability to combine a strategic business approach while managing multiple projects at any given time will be key, as will be your comfort in working seamlessly within the matrix, in particular with the Consumer Marketing, Brand & Commercial Teams as well as influencing and coaching a diverse team.

About You

You serve as overall leader of the Bacardi NAM advocacy platform, leading a team of passionate primos in the pursuit of brand equity and tangible commercial performance. You will provide subject matter expertise to the Bacardi Marketing teams and Commercial Leadership that allows us to win and drive value growth in the On-Trade.

This role is varied and while based in the Miami office, a percentage of your time will be spent interacting with the field commercial teams, brand teams and agencies. As a result, you can expect to be travelling to stay connected to all stakeholders.

Responsibilities-

DRIVE RESULTS & EXCELLENCE IN EXECUTION

Lead the refinement of the NAM advocacy strategy, that clearly aligns with the best 10 and beyond Bacardi strategy

Build best in class Advocacy programs aimed at winning hearts and minds of the trade and influencer consumers

Develop strong relationships with key trade leaders, influencers and media to drive positive collaboration with our brands and coverage of our programs.

Build and clearly communicate, tangible and achievable commercial goals for the advocacy primos and agency ambassadors

Lead the organization in identifying key on premise trends and turning them into actionable insights in partnership with the Director of Customer Solutions

Act as a consultative partner by identifying opportunities and supporting the Customer Marketing and Commercial Teams to optimize Bacardi’s presence in the On Trade channel

Responsible for building and executing, a “best in class”, education platform for all brands & a uniformed approach to portfolio education

Support the NAOP Team, to deliver, education, rate of sale driving initiatives and strategic cocktail development for key national customers

Work alongside the Prestige Events Team to promote a cohesive approach to brand activations, trade engagements, education and training

Lead the continuous improvement of Advocacy capabilities to continuously innovate and build best in class ambassadors and programming

Work with the Brand and commercial leadership teams to deliver internal education and leadership programs which grow our capabilities and inspire passion for our brands and industry

VISIONARY LEADERSHIP:

Create a winning team fostered by a culture of excellence that recognizes and rewards high performance

Set an inspiring vision and align the team behind challenging targets while creating a passion for winning

Create a common understanding of team's goals, objectives, timeframes, deliverables, and expected level of performance

Allocate resources, such as time or budget, for primo and group development

Build a sense of community across the advocacy team

Secure the recruitment of top talent for Advocacy leadership roles

Skills

Bachelor’s degree in Business Management is preferred

You must have a strong understanding of the Advocacy landscape in North America

Minimum 10 years of experience working in the On Premise

You will have experience in roles related to understanding customer and on trade dynamics

You must have experience in strategy development and implementation

You must have strong management skills gained through hands-on line management experience

Experience working with data/insights teams or customer analytics

Proven ability to translate insights into execution

Exceptional financial acumen and decision making to achieve results

You are influential and excellent communicator with strong interpersonal skills. You will have opportunities to display excellent written and verbal communication skills while also being relaxed giving presentations in front of groups of people including leadership teams, distributor partners, Bacardi primos, vendors and customers (both internal and external) at all levels of an organization

The following experiences are preferred:

On Trade leadership commercial experience

Customer marketing or brand marketing roles

Trade operations experience as a bartender, bar owner or operator/buyer, decision maker

Strong industry connections in key influential cities

Demonstrated track record of performance and delivery

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 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.