Area Manager Southern Caribbean

Campari Group today is a major player in the global branded spirits industry, with a portfolio of over 50 premium and super premium brands, marketed and distributed in over 190 markets around the world, with leading positions in Europe and the Americas.

Headquartered in Milan, Italy, Campari Group owns 25 plants worldwide and has its own distribution network in 26 countries, and employs approximately 4,700 people.

Shares of the parent company Davide Campari - Milano N.V. are listed on the Italian Stock Exchange since 2001. Campari Group is today the sixth-largest player worldwide in the premium spirits industry.

We are looking for a commercial leader to take full ownership of our business across seven Central American markets, while defining the Commercial Excellence and Channel Execution standards for the wider Caribbean & Central America region. Working closely with our distributor partners and cross-functional teams, you will turn brand and commercial strategy into consistent, measurable execution, helping build a stronger and more scalable model for growth across the region.

Position Context

The Campari Partnership Market Caribbean & Central America (PM CCA) operates within Campari America LLC, part of the North America Region alongside the US, Canada, Mexico, and Jamaica.

PM CCA manages a highly diverse and complex business across 34 markets with 50+ distributor partners. The perimeter operates across a diverse and complex business environment characterised by different market sizes, consumer behaviours, economic conditions, regulatory requirements, distributors capabilities and Routes to Market.

Role Overview

This is a dual-accountability role combining end-to-end business ownership for the assigned Central America markets with Regional functional leadership for Commercial Excellence and Channel Execution across the Caribbean & Central America.

As Area Manager, the role owns business performance, distributor leadership, P&L delivery, strategic planning and brand-building execution in Guatemala, Costa Rica, Panama, Belize, Honduras, El Salvador and Nicaragua, with direct management responsibility for the Brand Activators supporting these markets and direct leadership of the relevant distributor relationships.

As Regional Commercial Excellence & Channel Execution Lead, the role also provides functional coordination of Brand Activators and distributors partner Field Execution organizations across the rest of the Caribbean, developing common Channel frameworks, Outlet segmentation, Picture of Success, Perfect Store Levers standards, Execution KPIs and Brand Activator Regional ways of working.

The role works in strong liaison with Marketing, CCCM, Area and Country Managers and distributor leadership to translate brand and commercial strategies into coherent, measurable omnichannel execution in priority On-Premise and Off-Premise outlets.

Acting as the primary Campari Group focal point for the assigned sub-region, the Area Manager combines strategic planning with market execution to unlock market potential, strengthen distributor capabilities, and deliver sustainable business growth.

Key Responsibilities

1) Market Business Ownership & P&L Leadership

Own the end-to-end commercial and financial performance of the assigned markets, translating regional priorities into market strategies and sustainable profitable growth.

• Business Strategy & Planning

Define and execute integrated country, channel, customer and portfolio strategies, developing robust joint business plans that balance short-term delivery with long-term growth.

• P&L & Performance Ownership

Hold full accountability for Volume, Net Sales Value, profitability, market share, DD budget management and overall P&L delivery across the assigned sub-region.

• Revenue Growth Management

Drive pricing, portfolio mix and Revenue Growth Management initiatives to maximise value creation and improve overall business performance.

• Forecasting & Business Delivery

Lead the monthly forecast, shipment planning and business landing process, ensuring reliable financial projections, business continuity and timely corrective actions.

• Growth & Portfolio Development

Identify and unlock new sources of growth through portfolio expansion, category development, market prioritisation and new business opportunities.

2) Distributor Management & Route-to-Market

Lead distributor partnerships and Route-to-Market effectiveness across the assigned markets

• Distributor Leadership & Governance

Lead the relationship with third-party distributors, acting as the primary Campari focal point and establishing clear priorities, accountability and governance through Annual Business Planning.

• Performance Management & Execution

Ensure effective execution of agreed commercial and marketing plans through clearly defined KPIs, performance reviews and corrective action plans.

• Route-to-Market & Capability Development

Assess and optimise Route-to-Market models, customer coverage, sales-force deployment and distributor capabilities to improve market reach, execution effectiveness and business performance.

• Business & Market Insights

Analyse sell-in, sell-out, depletion, distribution, profitability and execution data, together with customer, consumer and competitive dynamics, to identify risks, opportunities and actionable business recommendations

• Distributor & Market-Coverage Strategy

Contribute to strategic decisions on distributor selection, capability development, restructuring and alternative market-coverage models, ensuring the distribution structure remains aligned with Campari's long-term market ambitions.

3) Strategic Planning, Brand Building & Cross-functional Delivery

• Translate regional brand and business strategies into integrated market plans, ensuring strategic alignment, disciplined investment and effective execution.
• Own integrated Market and Brand Plans, aligning country, channel, customer, portfolio and brand priorities with distributors and key internal functions.
• Define clear business ambitions, strategic priorities, commercial targets, investments and KPIs, contributing to annual budget and long-term planning
• Adapt regional brand strategies to local market opportunities, ensuring consistency in brand positioning and execution standards.
• Drive portfolio development, premiumisation and innovation, including business cases and local execution of new product launches
• Lead cross-functional delivery and monitor brand performance, working with Marketing, CCCM, Finance, Supply Chain and other functions to optimise execution and investment priorities

4) Regional Commercial Excellence & Channel Strategy

Define the regional Commercial Excellence framework, translating brand and commercial priorities into clear channel and outlet strategies across markets.

• Channel Strategy & Segmentation

Define On-Trade and Off-Trade strategies, outlet segmentation and clusterisation, based on outlet potential, strategic relevance and investment priorities.

• Execution Framework

Develop regional activation guidelines and Pictures of Success for priority outlet clusters, translating commercial and brand strategies into clear execution standards.

• Channel & Trade Insights

Consolidate channel, customer, shopper and trade insights from markets and distributor partners to identify trends, opportunities and execution priorities.

• Regional Commercial Excellence Governance

Establish common tools, standards and ways of working across the region, ensuring consistency while allowing disciplined adaptation to local market maturity, channel structure and distributor capabilities.

5) Perfect Store & Store Execution Model

Translate Brand Plans and channel strategies into measurable outlet-level execution standards, driving consistency and execution excellence across markets.

• Perfect Store Standards

Define and continuously evolve Perfect Store standards and execution guidelines for priority channels and outlet clusters.

• Store Execution Model

Establish the regional execution model across the six key pillars: Availability, Visibility, Drink Menu, Trade Engagement, Pouring and Brand Experience.

• Execution KPIs & Scorecards

Define KPIs, targets and scorecards to measure execution quality, linking outlet-level performance to commercial results, brand objectives and investment effectiveness.

• Performance Improvement

Use scorecard results and market observations to identify execution gaps, corrective actions and best practices, driving continuous improvement and replication across markets.

6) Regional Field Execution Operating Model

Lead the regional Field Execution operating model, ensuring consistent ways of working, strong capabilities and effective deployment of Brand Activators and distributor field resources.

• Brand Activator Leadership

Directly manage Brand Activators across the assigned Central America markets, defining objectives, priorities, market coverage, performance expectations and capability-development plans

• Regional Functional Coordination

Provide functional coordination of Brand Activators across the wider Caribbean, establishing common execution standards and ways of working in alignment with the relevant Area or Country Managers.

• Distributor Field Execution Model

Define guiding principles for distributor Field Execution teams, including roles, outlet coverage, resource deployment, call routines, reporting and accountability

• Execution Governance & Performance

Establish common regional routines to monitor execution through KPIs, scorecards, field visits and performance reviews, driving corrective actions and capability improvement across markets.

• Capability Building & Best-Practice Sharing

Strengthen Brand Activator and distributor capabilities through common toolkits, coaching and cross-market best-practice sharing, ensuring Brand Activators act as execution enablers without replacing distributor accountability.

7) Regional Deployment, Governance & Continuous Improvement

Drive consistent regional deployment and continuous improvement of Commercial Excellence and Channel Execution standards across market

• Regional Deployment & Governance

Partner with Area Managers, Country Managers, Marketing and CCCM to ensure consistent deployment and adoption of regional Commercial Excellence and Channel Execution standards.

• Performance Management

Establish common governance routines, scorecards and KPI reviews to monitor adoption, execution quality and performance across markets.

• Performance Insights & Corrective Actions

Identify execution gaps, improvement opportunities and required corrective actions, promoting data-driven decision-making and continuous performance improvement, scaling successful approaches while adapting the model to local market needs.

Experience & Qualifications

•  +10 years of progressively increasing leadership in the Sales and CCM areas in a food/beverage environment.
• Experience in the beverage alcohol industry a plus
• Channel Strategy and Excellence Field Execution: Hands-on experience developing and deploying channel strategies, outlet segmentation, Perfect Store or Picture of Success standards, execution KPIs, scorecards and field-force ways of working across On-Trade and Off-Trade channels.
• Experience developing and executing tactical sales plans.
• Commercial & Financial Acumen: P&L management, budgeting, pricing, profitability
• Brand & Portfolio Management: brand building, portfolio development
• Strong commercial leadership experience in FMCG/beverage, preferably within spirits multi-market or complex market and distributor-led business models.
• Planning & Performance: forecasting, demand planning, KPI and performance analysis.
• Data & Business Intelligence: strong analytical capability with proficiency in Excel, PowerPoint and BI/reporting tools.
• Cross-Functional & Stakeholder Leadership: Proven ability to influence senior internal and external stakeholders and deliver through complex matrix organisations
• Fluent Spanish & English, with availability for frequent regional travel.

Education / Professional Qualifications

· BA/BS degree in Marketing, Business administration or other related degree

· MBA preferred

Our commitment to Diversity & Inclusion:

At Campari Group we believe in building more value together, thus we see diversity in all forms as a source of enrichment. Our employment policies and practices ensure that we are committed to providing equal employment opportunities in all aspects of employment without regard to any individual’s race, religion, creed, color, national origin, ancestry, physical disability, mental disability, medical condition, genetic information, marital status, sex, sexual orientation, gender identity or characteristics or expression, political affiliation or activity, age, veteran status, citizenship, or any other characteristic protected by law.

Campari Group believes that fair compensation and equal opportunities are crucial for employees’ well-being, empowerment, and engagement.  Our efforts to ensure fair pay have earned us the Fair Pay Certification by Fair Pay Workplace, an independent organization dedicated to dismantling pay disparities based on gender, race and their intersection.

Note to applicants:

Your application will be assessed based on your abilities, expertise, general knowledge and experience, not because of any confidential, proprietary or trade secret information you may possess. You must not disclose to Campari Group any such information. In the event that you are asked a question that cannot be answered without disclosure of any confidential, proprietary or trade secret information (including from a current or prior employer or their vendors or customers), you must decline to answer the question.

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Please refrain from cold-calling or emailing our executive leadership team or the HR community directly. The Talent Acquisition department manages centralized recruiting operations globally, including the selection and management of external suppliers. Currently, our preferred supplier list is at full capacity. To ensure we have your information on file for future consideration, we kindly request that you complete the online form provided here.