Marketing Content Creation Manager RTD, Baileys and Zacapa, WestLAC

  • WestLAC is within the LAC Region and is comprised of 40 countries. It is a multicultural, multi-customer, multi-channel and multi-currency market.
  • It is comprised by 5 business units: Jamaica, Argentina, Chile-Peru-Bolivia & Ecuador, Free Trade Zones & Border and Caribbean and Central America.
  • In regards to portfolio: Smirnoff Ice is a priority recruitment brand, fast paced and growing, Baileys our only liquor play with steady performance and Zacapa which sits in our reserve business.  All are expected to significantly increase its penetration across the market.
Purpose of Role: 
  • This role works with the West LAC Head of Content and partners with the Global Brand Teams in adapting global growth drivers based on based in great consumer understanding and commercial acumen to ensure greater local relevance. Also provides execution guidelines that will increase the impact of its implementation.
  • Leading Smirnoff Ice will be a key responsibility of this role, leading with cross functional teams to accelerate its performance in existing and developing markets.
  • The brand manager will supports the head of Content in brand performance tracking.
Key Outputs:
  • Deliver growth driver toolkits for Baileys, Zacapa and Smirnoff Ice enabling brilliant execution by: 1) Adapting Global creative to make them relevant for WestLAC based on great consumer understanding both from local lens and market level 2) Providing Guidelines for countries to plan their growth driver executions based on strong brand, platform idea, consumer and shopper understanding
  • Support the WestLAC Innovation team as input role to the pipeline and lead growth driver toolkit adaptations for new variant launches
  • Based on brand and growth driver performance understanding, identify key drivers of success and interventions needed to be applied across market
  • Work with creative agencies for West LAC to ensure creative consistency, quality across the market and find synergies
  • Single point of contact with GBT for brand governance, input to growth driver development, brand plans and performance updates
  • Specific to Smirnoff Ice: 1) lead  cross functional teams to create the conditions for growth in terms of marketing and sales drivers in existing and new countries 2) Lead Adaptation of Content offline and online for Smirnoff Ice in conjunction with Shopper, digital and Innovation team
  • Manage content creation A&P investment
  • Manage own T&E operating budget in adherence to all related policies
  • The role has no direct reports but has to influence partner creative agencies, Global Brand Teams as well as local/business unit marketing & customer marketing teams
  • Relationship builder, confident communicating ideas with different stakeholders
  • Inspirational, ignites energy in teams
  • Lead cross functional teams and must have ability to anticipate trends
Qualifications and Experience Required: 
  • Bachelor Degree in Marketing or related field
  • English and Spanish required
  • 6+ years in progressive FMCG marketing experience working across multi geographies and multiple brands
  • Proven experience working with creative agencies and driving exceptional creative outcome
  • Deep and instinctive understanding of what works for the consumer and the shopper
  • Good external lens to respond to trends and competitor actions
  • Tendency to identify communalities, trends and drive simplicity
  • Strong project management skills
  • Strong influencing and collaboration skills with diverse styles of stakeholders
Marketing Content Creation Manager RTD, Baileys and Zacapa, WestLAC