About the role
N.B When applying - please provide a copy of your CV / Resume in English Your Opportunity Oversee LAC strategy and insight projects, working with the Region’s Marketing Director, VP, Business Strategy, Planning & Analysis and Global Insights to determine highest priority projects at a regional & global level.
Work closely with the Marketing Heads to be a strategic thought partner’ in identifying insights that unlock new consumer and business growth opportunities.
Assist the LAC Marketing Director in informing and influencing the portfolio and innovation strategy, including the Integrated Annual Planning.
This role can be based in Panama, Mexico, Brazil, Columbia or Chile About You A strategic thought partner who is skilled in identifying insights that will help the LAC business make informed commercial decisions and create crisp strategic execution plans that will drive growth across LAC.
Curious and hands-on, with the ability to deep dive into the business, roll up sleeves and collaborate across Bacardi to get the work done.
With our Consumer at the heart, your key focus will be : Strategic Planning and Insights Development
Interrogation of macro consumer data sources to uncover relevant trends and opportunities.
In conjunction with brand management, support development of brand situation analysis, based on robust, holistic consumer and business understanding.
Collaborate with local brand teams in the development of short- and long-range brand building strategies by performing analyses, drawing conclusions and preparing recommendations, including setting up consumer-led KPIs as appropriate.
Supports the LAC’s IAP (Integrated Annual Planning) process, by providing insightful inputs across brands in key markets, bringing expertise to the table combining consumer, shopper, category and channel insights.
Lead the regional brand’s scorecard measurement, translating key business results and insights into actions, recommending course correct strategies when needed.
Consumer Knowledge Development
Works with Global Insights to leverage Global and local data platforms such as brand tracking, drawing on ability to manipulate databases, using continuous and ad hoc data sources, interpretation of qual and quant data and the ability to convert this into real information and understanding of key brand issues and opportunities.
Identifies and prioritizes gaps in knowledge and understanding, to inform development of research plans that meet needs.
Recommendation of qual and quant methodologies against these needs, driving actionable insights.
Utilizes all other available sources to identify relevant consumer trends and behaviors and synthesize with other learning e.
g., IWSR, Euromonitor, Nielsen, and other data sources available.
Works closely with the Data Analytics, Category and Shopper Insights teams, to ensure holistic 360 analysis.
Systematically mines existing data to identify insights, gaps, issues, opportunities and actionable insights for LAC.
Actively seeks new discoveries’ from a wider range of sources - longer-term trends for consumer, adjacent categories, geographies, regional and local spirits brands / players etc.
Research Implementation and Insights Generation
Manages the design, commissioning, implementation and monitoring of key consumer research projects, coordinating activity with external research companies and aligning with LAC’s Marketing Director and global insights and brand teams as needed.
Manages the process from brief, hypothesis generation, through fieldwork, to debrief. Ensures key implications are shared with stakeholders in a timely manner and actionable outcomes identified.
New product / brand innovation opportunity investigation and testing in partnership with LAC’s Innovation Director.
Commissioning of brand audits to unearth insights to inform brand strategy evolution / refinement.
Leads analysis and presentation of research findings and provides recommendations for brand building.
Uses best research models and approaches to optimize results within budgets.
Supports and collaborates on market specific projects as agreed with the VP, Business Strategy, Planning & Analysis and LAC’s Marketing Director
Champion in building capability and developing and embedding Insights approaches and tools across LAC.
Participate on regional / global special Insights projects as appropriate.
Participate in Global Insights meetings & forums to learn and share best practice.
Develops knowledge of the Bacardi’s Way of Growth and ensures practices are in line with local marketing thinking.
Skills and Experience
The Skills & Experience needed to create your legacy
Significant consumer planning or equivalent expert role in consumer goods.
Excellent quantitative research skills and understanding of / exposure to qualitative research. U&A studies, segmentation studies and concept evaluation
Excellent written and oral communication in Spanish and English. Portuguese (is a plus).
Well versed in the digital world.
Willingness to travel, as necessary.
Advanced statistical analysis skills, working with different data sources, drawing formed, logical conclusions.
Can synthesize strands of information into precise, relevant hypotheses. Attention to detail and accuracy essential
BA degree in marketing or business or equivalent experience
Curious and hands-on : ability to deep dive across different business areas, roll sleeves to get the work done, through tireless collaboration with global, regional and local teams.
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
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.