Area Sales Manager - Patrón

Employment Type:
Full Time
Bacardi-Martini Ltd
Job Ref:

About the role

As the Area Sales Manager, you will manage Travel Retail accounts in Northern Latin America (Mexico, Colombia, Panama, Ecuador, Belize, Puerto Rico, Dominican Republic) and the Caribbean Islands, ensuring we meet financial, sales and marketing goals as set by GTR. You will create the legacy of Bacardi and drive the company's presence and growth in Travel Retail. Your deep commercial knowledge and ability to develop strategic relationships will be key to your success in this role.

- You will be responsible to deliver key revenue and Commercial targets as determined by the Country financial plan

- You will build and maintain effective relationships with strategic customers and influence the positioning of Bacardi brands in the Country

- You will be responsible for the delivery of customer and shopper programs in your territory as agreed in the Country Integrated Activity Plan (IAP)

- You will drive use of Bacardi Commercial Way assets (e.g. Picture of Success) and approach to activate our brands to influence consumers at the point of purchase

- You will coordinate directly with the Commercial Development team to build the Commercial Capability of your team to win customer support for our Brands

- You will be accountable for optimizing the return on Investment across your territory

This role is based in Mexico, a large percentage of your time will be interacting with the local team members as well as key accounts. As a result, you can expect to be travelling extensively throughout your region to stay connected to all stakeholders.

Key accountabilities and responsibilities

Key Account Management act as a business partner with 100% customer satisfaction

- Manage TR accounts with main focus to be on Iconic/Priority Airports and Cruise Off Premise

- Provide competitor analysis as part of monthly reporting

- Forecast sales with TR Financial Controller and BUSA

- Handle overdue invoices, customer requests, exceeded credit limits

- Keep close contact with all the customer retail shops

Promotion Management ensure AVQPAP implementation for all core brands

- Plan, coordinate, implement and review promotions (ROI data, etc.)

- Cooperate closely with Regional Trade Marketing Team

- Coordinate brand ambassadors and consultants in the sub region

- Communicate with local agencies and customers for implementation of builds and promotions

- Manage GWP and POS materials with CM, including ordering, warehousing & delivery as needed

- Organize customer staff trainings with Regional Brand Ambassadors

Financial support/control be responsible for achieving our financial targets

- Achieve Regional and sub-regional sales & volume targets

- Support RM in managing and controlling the A&P budget

- Become familiar with SAP processes

- Manage customer discounts including accruals on a monthly basis

- Support Regional Finance Manager for monthly, quarterly and annual closing

- Support RM in the budget & LE processes

General Deliver Bacardi # 1

- Fully support the RM and RD to ensure a smooth business in the Region

- Champion our policy of acting as a shop window for Domestic Markets

- Attend regional meetings and present updates/reports as required

- Attend Trade shows and coordinate TR participation in industry events

- Act as ambassador for Bacardi Travel Retail aiming to be best in class

- Work actively with internal communication tools (One Bacardi, etc)

Create a winning team

- Build a shared sense of purpose among your sales team

- Align all employees behind the targets and create a passion for winning in the company

- Recognize accomplishments and behaviors in a timely manner

- Ensure all employees have a knowledge of Bacardi history and culture

Measures of success

- Performance: Achieve financial targets(revenue, profitability) vs. budget

- Value share: Drive value share growth of key Bacardi brands

- Commercial scorecard: Achieve goals defined in Commercial Scorecard and Country Capability Action Plan

- Customer: Achieve target customer satisfaction measures

- Employee engagement: Drive sustained improvement in engagement and enablement

- Talent: Deliver against talent management objectives

Critical experiences for success

To be successful in this role you will have/be:

- Minimum 3+ years of experience in sales or marketing role; sales experience in Duty Free or National Accounts is preferred.

- Excellent negotiator & relationship builder

- Able to work under pressure and multi-task

- Ability to see opportunities

- High integrity and positive attitude

- Able to work independently and with cross functional teams

- Understanding of Bacardi business, brands, processes, and systems

- Affinity for premium brands and brand building

- Good IT literacy (Excel, Word, PowerPoint, Outlook)

- Able to prioritize and flexible to handle ad hoc situations

- Demonstrates commercial & financial acumen

- Able to present with confidence

- Able to travel up to 70% of the time

- Bachelor's degree in Business, Marketing or related field

- Fluent Spanish ability required

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.

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