Customer Marketing Manager, Global Travel Retail

About the role

The Customer Marketing Manager, Global Travel Retail will bring Bacardi’s Travel Retail strategy to life, driving brand growth and commercial performance across the global travel retail channel. You will lead high‑impact customer and shopper programmes, own A&P investment and champion a culture of learning and continuous capability development.

Key responsibilities

• Lead best‑in‑class execution across Global Travel Retail, delivering impactful brand activations and visibility while embedding AVQPAP standards and 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 converting awareness into 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 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, overseeing On‑Trade and Off‑Trade programmes, activations, advocacy and key events.
• Strengthen capability across the organisation, supporting advocacy programmes, brand ambassadors and cross‑functional development.

Required profile

• 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.

Required skills