Customer Marketing Manager, Global Travel Retail

About the role

As GTR Customer Marketing Manager, you will play a key role in bringing Bacardi's Travel Retail strategy to life , driving both brand growth and commercial performance. You will lead the delivery of high-impact customer and shopper programmes, owning A&P investment and championing a culture of learning and continuous capability development. Working across a highly matrixed organisation, you will connect Brand, Commercial, and Customer teams with our partners and agencies to ensure the right plans are delivered in the right markets. Combining strategic thinking with hands-on execution , you will turn insight into action, drive executional excellence, and unlock growth across the GTR channel . KEY RESPOSIBILITIES Lead best-in-class execution across Global Travel Retail, delivering impactful brand activations and visibility across markets, customers, and touchpoints, while embedding AVQPAP standards and continuously raising quality and consistency Act as a key integrator across the matrix, aligning Brand, Commercial, Advocacy, Supply Chain, and regional teams behind GTR priorities Translate brand strategy and shopper insights into impactful customer programmes, driving growth across activations, promotions, and merchandising, and leveraging key purchase drivers to convert consumers from awareness to transaction across omnichannel journeys. Own end-to-end customer and activity planning, partnering with Sales and Finance to deliver against business priorities and Integrated Activity Plans Lead measurement & evaluation (M&E), building a strong performance culture and using data and insights to optimise future activity Manage A&P investment, ensuring disciplined planning, tracking, and optimisation aligned to business priorities Lead and inspire agency and external partners, delivering innovative, customer-first solutions and best-in-class execution Build deep channel and customer expertise, acting as a trusted advisor to internal teams and customers, and overseeing the delivery of On-Trade and Off-Trade programmes, including activations, advocacy, and key events Strengthen capability across the organisation, supporting advocacy programmes, brand ambassadors, and cross-functional development

Requirements

• Proven ability to operate and lead effectively in complex, matrix organisations, influencing stakeholders across functions and markets
• Strong stakeholder management and relationship-building skills, with the ability to align internal teams, customers, and agency partners
• Strong commercial and analytical acumen, translating data and insights into clear, actionable decisions and business impact
• Highly organised with strong prioritisation skills, able to manage multiple projects and deadlines in a fast-paced environment
• Confident decision-maker, comfortable navigating ambiguity and challenging the status quo to improve outcomes
• Creative and solution-oriented mindset, focused on delivering practical, high-impact results
• Excellent communication, presentation, and storytelling skills, able to convey ideas clearly and persuasively to diverse audiences
• Minimum of 5 years' experience in Marketing or Commercial roles, ideally within premium FMCG
• Experience working across omnichannel environments (e.g. On-Trade, Off-Trade, Digital Commerce)
• Global Travel Retail (GTR) experience is highly desirable
• Fluency in English required; additional languages are an asset
• 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 expand 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 t

Your Match

How well this role fits your profile.

Company Intel

What employees say

Worked at bacardi? Share your experience