Role Summary
The Customer Marketing Manager for Ron Santiago de Cuba will play a pivotal role in developing and executing customer‑focused marketing plans that accelerate brand performance across the GB market. This role sits at the intersection of brand strategy, customer activation, and commercial execution—ensuring that RSdC shines across priority channels, key retail partners, and the on‑trade.
You will be the go-to expert on how the brand shows up in‑customer, driving visibility, conversion, and advocacy while supporting the commercial team with best‑in-class materials, insights, and activations.
Key Responsibilities
Customer Activation & Channel Strategy
- Translate the Ron Santiago de Cuba brand strategy into powerful customer marketing plans for GB retail and on‑trade.
- Develop tailored activation toolkits for key customers, ensuring seamless execution at point of purchase.
- Partner with commercial managers to build joint business plans that strengthen distribution, visibility, and rate of sale.
Trade Marketing & POS Development
- Own the creation, production, and deployment of RSdC point‑of‑sale materials across priority channels.
- Ensure all trade assets reflect the brand world, premium positioning, and tone of voice.
- Manage the POS budget efficiently and track ROI of all trade marketing investments.
Commercial Support
- Provide the sales team with compelling sell‑in stories, decks, shopper insights, and activation toolkits.
- Support customer meetings with data‑led category rationale and activation recommendations.
- Track performance across key customers, identifying growth opportunities and tactical levers.
Brand Execution Excellence
- Ensure consistent, high‑quality execution of the brand across the GB market, adhering to global guidelines.
- Work closely with the global RSdC brand team to localise global assets for GB needs.
- Manage the brand calendar across customers and channels, coordinating launches, campaigns, and activation bursts.
Insights, Performance & Reporting
- Monitor channel, shopper, and category insights to inform execution plans.
- Analyse the commercial impact of customer activations and recommend ongoing improvements.
- Track competitor activity across the rum category, identifying threats and opportunities.
Cross‑Functional Collaboration
- Work closely with brand marketing, commercial, finance, supply chain, and global brand partners.
- Build strong relationships with external agencies (creative, POS, activation, shopper marketing).
About You:
Essential
- Experience in customer marketing, trade marketing, shopper marketing, or commercial roles (ideally within FMCG or drinks).
- Strong understanding of retail and on‑trade environments.
- Ability to translate brand strategy into customer‑specific activation plans.
- Great project management and organisational skills.
- Excellent communication skills—able to influence both internally and externally.
- Data‑driven mindset with the ability to interpret insights and turn them into action.
Preferred
- Experience working with premium spirits brands.
- Knowledge of the rum category and GB drinks market.
- Experience managing agencies and budgets.
Competencies
- Commercial competence
- Collaboration and business partner management
- Creative problem‑solving
- Critical thinking
- Accountability and ownership
- Passion for building brands in‑customer
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