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Brand Manager - Angel's Envy

Company: Bacardi Limited
Location: Louisville
Posted on: June 12, 2021

Job Description:

Job Name

Brand Manager - Angel's Envy


United States of America


Louisville, KY


Marketing - Communication - PR

Reporting Line:

Senior Brand Manager

Job type:

Full time

Lead recruiter:

Michael Stoess

About the role

Your Opportunity

As a Brand Manager you will be accountable for helping to delivering overall Angel's Envy performance targets and leading the Innovation workstream from inception to commercialization. You will serve as lead for all Rye and Innovation Brand management activities - development and execution. You will assist in planning, in alignment with our broader Brand team & Field Marketing team and the execution of relevant consumer programs and assets to drive effective, local activation for Angel's Envy.

  • You will provide insights for the situation assessment for the Brand in the market, 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 market brand plan, coordinating with your local Field
  • Marketing team to deliver maximum impact in-market and deliver annual Brand financial and commercial targets
  • Help lead the ongoing development and continued adaption of the 10 Year Innovation pipeline framework evolving for changes within the category, consumer and business needs
  • Lead execution of FY22 and FY23 Innovation pipeline, from Innovap to in-marketing activation plan along with longer term Innovation development
  • Lead execution and local activation of annual plans for Rye, acting as the lead for all cross functional workstreams
  • Develop and leadership of Associated Brand Manager who is directly responsible for total brand ecommerce and shares responsibility of monthly business analysis and will assist in Innovation execution
  • Manage portion of A&P budget for respective projects for Innovation, Rye and e-commerce

This role is based in Chicago, IL OR Louisville, KY. If the incumbent is based in Chicago, the role will require traveling to our Brand Home in Louisville (3 consecutive days, 2 nights every other week), BUSA HQ in Coral Gables, agencies, customers, and market visits.

We offer industry competitive salary and benefits:

  • Excellent salary and bonus opportunity
  • Full health, dental and vision insurance
  • 401K match programs
  • Vacation/paid sick leave
  • Annual Bacardi spirits allowance
  • Unique and innovative work environment


With our Consumer at the heart, your key focus will be:

Total Brand/Rye:

Deliver Consumer, Shopper and Customer Understanding

  • Partner with Insights and Agency team to build deep understanding of the target consumer for Angel's Envy to tailor above the line and below the line execution of Brand activities effectively
  • Actively consult on the situation assessment for Angel's Envy in the market, partnering with Insights and Field to develop local consumer and trade learnings on triggers and barriers to growth

Drive Category & Brand Strategy and Activity Planning

  • Provide input into the definition of "Jobs To Be Done" in the Integrated Activity Plan (IAP), under the overall co-ordination of the Field Marketing team at local and national level
  • Provide guidance to the Senior Brand Manager on effective deployment of Brand A&P by activity & channel in-market, inclusive of helping the Associate Brand Manager lead e-commerce planning

Ensure Best in Class, Cross-Functional Execution

  • Plan, benchmark and deliver all Rye plans inclusive of any media plans, creative deliverables, targeted customer activations (brick & mortar and e-commerce), in-market events with RMMs, Whiskey Guardians and Bacardi team and Field support needs (insights, sell-decks, targeted POS, etc.)
  • Act as the project manager across Creative, Field, Brand-Home, Operations and Bacardi partners to collaborate across partners, ensure all functions are involved and driving towards strategic and tactical objectives on time and within budget

Develop Talent and Help Create a Winning Team

  • Directly manage and lead development for (1) Assistant Brand Manager inclusive of building analytic capabilities and business acumen, brief writing, managing relevant agency deliverables, creative feedback and guiding cross-functional workstreams across both Bacardi and Angel's Envy organizations
  • Conduct effective and consistent "Let's Talk" to regularly discuss career pathing as well as build and monitor development plans to achieve in-role progress and longer-term career advancement
  • Actively support effective matrix working across Brand and Field Team
  • Participate in functional capability development as required



  • Develop and use ongoing analysis of category, competitive, and consumer trends to uncover areas of opportunity and unmet consumer needs to fuel innovative ideas across emerging trends, category, channels and markets to continuously refine and building upon existing Innovation Pipeline framework
  • Use business intelligence, syndicated data and insights to estimate market size and potential
  • Participate in market visits and business unit planning meetings for strong commercial, customer, and market understanding


  • Work closely with the Senior Brand Manager and Creative Manager to develop smart, inspiring, consumer-focused, and insight-driven briefs to engage agency partners
  • Participate in brainstorming sessions for white space identification and concept/proposition development
  • Work closely with Insights to use consumer segmentation and need states analysis to develop product and brand hypothesis for development and testing


  • Develop project plan, in collaboration with Insights, Operations and Project Management team to deliver project from idea to launch, including qualitative and quantitative testing approach as needed throughout
  • Utilize research, and competitive, category, consumer, shopper, and retailer insights to further validate and optimize concepts, pack sizes, etc. to meet strategic objectives
  • Work closely with Finance, Operations, Procurement and Project Manager to brief for new expressions, packaging, establish benchmarks and guardrails, and manage liquid/package development to meet project and timeline requirements
  • Work with ABM(s) to help shepherd project through Bacardi Innovap Stage Gate Process, managing milestone delivery, P&L hurdles, and volume forecasts
  • Manage project budgets; ensure allocation of budgets across initiatives are spent in efficient and effective ways; responsible for managing monthly budget reporting and forecasting
  • Lead development of best-in-class innovation practices and processes


  • Work closely with Senior Brand Manager, Brand Home and Field teams for launch and marketing planning, and to measure in-market performance inclusive of national activation, 500 Main and local Louisville
  • Collaborate with cross-functional partners for continued improvement across product and process

Skills and Experience

The Skills & Experience needed to create your legacy:

  • Brand management experience in progressive roles, leading different Marketing projects (3-8 years)
  • Experience multiple specialty areas: innovation, paid and earned media, digital/social, CRM, etc.
  • Desire to develop and lead a team, inclusive of both a direct report and peers
  • Excellent analytical skills with a passion for rigor
  • Verbal/written skills at all levels in an organization; ability to craft and present meaningful presentations
  • Degree and/or professional Marketing qualifications
  • Fluent command in English (other Language fluency is desirable)

The following experiences are preferred:

  • Beverage alcohol and luxury category experience is an advantage
  • Experience in additional functions beyond the ones listed above
  • Ability to work under pressure and manage and lead through ambiguity
  • Comprehension of competitive market for brand and category and how to use available data to develop initiatives to grow the brand
  • Knowledgeable of legal regulations in the industry for markets

Leadership Excellence

Living our Values and demonstrating high Learning Agility will be fundamental not only for success in this role, but also for potential growth to other roles across Louisville Distilling Company in the future. We have a clearly defined Leadership Excellence framework, and you will be expected to be a role model of all 6 elements:

  • Focus Externally to Win
  • Drive Execution & Results
  • Lead Strategically & Know your Business
  • Make the Matrix Work
  • Lead by Example
  • Develop and Inspire Talent

Our culture

We share the passion and entrepreneurial flair of our founder and are guided by our three culture pillars - Fearless, Family and Founders, they inspire our Primos to be the best they can be and drive us forward in all we do. But what does this mean?

  • Being Fearless; means adopting an agile mindset, being comfortable trying new things and taking risks. We are empowered to question, challenge and innovate.
  • Family; We treat each other, and our communities, like Family. Always.
  • Founders; The spirit of entrepreneurship is at the heart of everything we do. We see the business as if it's our own. We do the right thing for the business and we all take accountability for our work.

When you join Bacardi, you become part of our family and gain more than just a job.

Disclaimer: Bacardi is an equal opportunity employer that values workforce diversity. Diversity is core to our business: by embedding diversity into all aspects of our culture, we maximize the opportunity to achieve sustainable business success and growth. The duties and responsibilities described in the role profile might not be a comprehensive list.

Keywords: Bacardi Limited, Louisville , Brand Manager - Angel's Envy, Other , Louisville, Kentucky

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