Category Development Director Iberia

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

About the role

As the leader of Iberia Category Development, you will be accountable to engage our customers into profitable growth initiatives that drive market share gains for our company. You will provide expertise and actionable customer and purchaser insights that through the Iberia IAP process inform our strategies, plans and propositions allowing us to win increased customer support. You will build and develop Local capabilities to drive sustainable profitable growth by creating best in class Category Development practices that enables us to lead Customer agenda.

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 Customer Marketing, Consumer Marketing and Commercial leadership teams as well as managing a diverse team.

- You will build and develop best in class Category Development capabilities at Countries level that will enable us to win in the marketplace

- As part of the Iberia Customer Marketing Leadership team you will apply the Where to Play and How to Win category growth framework ensuring it informs our channel strategies and plans through the IAP process

- You will ensure that our Country organizations have the insights to build Channel and Purchaser propositions that win customer support for our growth plans and unlock incremental value for the Customer and Bacardi

- You will leverage regional programs and build cluster programs that drive profitable growth and value share

- You will apply the frameworks, tools and guidelines to drive greater effectiveness and ROI of A&P

This role is varied and while based in Barcelona office, a large percentage of your time will be interacting with the local market teams as well as key Customers. As a result, you can expect to be travelling extensively to stay connected to all stakeholders.

Key accountabilities and responsibilities

Drive results & excellence in execution

- Lead the application and incorporation of Purchaser and Customer insights across all channel/customer plans enabling us to gain increased customer support

- Adapt the Global Point of Purchase (POP) vision and strategy for the overall spirits and the specific categories ensuring our Category vision comes to life within the retail environment

- Apply the Category Growth framework embedding an occasion based approach which informs the "Where to Play" strategy and the "How to Win" execution through the IAP process

- Lead the development of Value Propositions that define how we "show up" with Customers

- Create, identify and codify successful Category programs that drive value share for our brands

- Drive category range and space management captured in Picture of Succes and work with countries to drive effective implementation

- Challenge the organization ensuring our channel strategy leads to continous profitable growth

Develop talent and capability

- Own and embed the Category Development capabilities to build the organization's capacity to deliver year on year value growth

- Build a learning organization by creating a "share, steal and reapply" culture that systematically builds a Europe database of Category Development best practices

- Provide Category teams with Category Development expertise and advise to enable an effective commercialization of category strategies and initiatives

- Work with the Customer and Consumer Marketing leadership team and Markets to build capabilities and sustained ways of working

- Ensure implementation of learning and development plans and sustained learning for everyone in your team

Create a winning team

- Build a sense of community across the Region, Cluster and Country Customer Marketing teams

- Secure the recruitment of top talent for Category Development leadership roles across your Cluster

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

- Create a culture of excellence in execution that recognizes and rewards high performance

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

Measures of success

- Performance: Achieve Total Net Sales Value (NSV) and Gross Profit growth targets vs. budget and NSV and GP per case target ahead of plan

- Value share: Deliver target value share growth

- Strategy: Full participation in the development, delivery, and ownership of the Cluster Commercial Strategy

- IAP & Execution: Build a European data base of Category Development best practices and timely delivery of IAP targets and its agreed programs in all markets - Build & deploy scalable projects driving NSV

- Customer: Lead Customer agenda (range & space management, category initiatives,...) through Joint Business Plan (KPI: Advantage Survey)

- Employee Engagement: Achieve 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:

- Leadership role and experience in Customer Marketing (e.g. in roles in charge of Strategic Category Management, Purchaser/Shopper Marketing, Sales and Channel Strategy, Integrated Business Planning)

- Strong Commercial skills gained through hands on Commercial roles (in both retailers or suppliers)

- Experience in roles related to understanding customer, channel dynamics and Commercial Finance

- Experience in strategy leadership roles in an international environment in FMCG

- Strong management skills gained through hands on line management experience

- Proficiency in English and Cluster key language(s)

The following experiences are preferred:

- Sales / Marketing experience with strong understanding of the On-Trade

- Experience within one or more companies that have an established reputation for shopper marketing excellence

- Experience in the Spirits and/or overall beverage Industry is a distinct advantage

- Local Cluster language(s) knowledge

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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