Category Director - Premium White Spirits (AMEA)

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

About the role

As the AMEA Category Director for Premium White Spirits (Grey Goose Vodka & Bombay Gin), you will be responsible for delivering category performance targets in the Asia, Middle East & Africa region driving value creation of the company. You will be creating the legacy and driving key decisions that will significantly affect the presence and positioning of the Premium White Spirits portfolio in AMEA. In this role you will report into Consumer Marketing Director - AMEA. Your responsibilities include:

- Providing brand consultation, strategic planning and guidance on the category
- Leading brand planning on all consumer-facing activity. Ensuring effective activation of centrally produced assets
- Overseeing execution of selected global brand assets into AMEA markets
- Measuring and evaluating the performance of all brand activities to identify, codify and rollout successful growth drivers globally
- Being accountable for brand P&L
- Representing the region in global engagements
- Overseeing the capability development of the region category team
- You will lead the situation assessment for in the region and help define the brand "Jobs to be Done" each year as part of the annual integrated activity planning process
- Allocating assigned A&P by brand activity and actively managing the execution of category plans into market
- Ensuring executional excellence on all consumer & customer-facing activities on your category in the Region

This role is based in Dubai, however a large percentage of your time will be interacting with the market teams across the region. As a result, you can expect to be travelling extensively to stay connected to all stakeholders.

Key accountabilities and responsibilities

Consumer Understanding
- Builds deep understanding of target consumer groups in the region to inform strategic planning
- Optimize the deployment of brand assets
- Leads, in partnership with the Insights team, a robust situation assessment for the category as input into the annual IAP process
- Leads category innovation to identify consumer, shopper or customer opportunities in the region

Category & brand strategy and activity planning
- Defines Brand Jobs To Be Done and participates in the prioritization of overall region Jobs to Be Done at the start of the annual IAP process
- Leads development of the consumer-facing elements of the IAP, and oversees development of shopper-facing activities by Customer Marketing
- Actively manages the extension of the Region's IAP into Country brand plans and directs the execution of activation programs

Integrated brand communication
- Leads the execution of selected global brand assets
- Ensures successful integration & activation of global brand assets, including digital & content programs
- Ensures that brand assets adhere to brand guidelines, local social responsibility policies, regulations and always follows the Bacardi Marketing Way best practices
- Provides brand input and partners closely with Customer Marketing on execution of all shopper-facing activities, including all advocacy programmes

Business performance management
- Accountable for delivery of the performance targets in the region (revenue, profitability, share, equity)
- Shares accountability for the category P&L with Area Managers
- Ensures measurement and evaluation plan in place on over 80% of brand activities on their Category in the Region in order to identify, codify and rollout successful Category growth drivers globally

Creating a winning team
- Orchestrates effective matrix working within and between Global, Region and Country marketing teams
- Works with the Region & Country Category team to build a shared sense of purpose among all primos

Developing talent & capability
- Ensures the resources and assets needed to deliver targets are cascaded to country teams
- Drives functional capability development in their team
- Inputs into talent decisions related to people in their Category team

Measures of success

Role to Identify, develop, and make improvements to new ideas, techniques, procedures, services, or products

Critical experiences for success

To be successful in this role you will have/be:
- Experience in leading Marketing and Brand strategy at country level or in a related position.
- Leading the brand across multiple specialty areas: digital, innovation, experiential, promotions, events, media, etc
- Strong ability to leverage the matrix
- Fluent command in English

The following experiences are preferred:

- Drinks and Luxury Category experience is an advantage
- 12 - 15 years experience in a consumer marketing profile with exposures in dark markets / emerging markets
- Ability to work under pressure and to deal with ambiguity
- Remains abreast of legal regulations in the industry for the Region

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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