Area Manager Southern Caribbean

Campari Group; Xico; On-site; MXN 1,800,000 - 3,200,000; Full time

Job summary

Campari Group seeks a Commercial Leader to own the business across seven Central American markets and to drive regional excellence in Commercial Excellence and Channel Execution. You will work with distributors and cross-functional teams to translate brand and commercial strategy into consistent, measurable omnichannel execution.

The role combines end-to-end market ownership with regional leadership, including managing Brand Activators and distributor relationships, and shaping channel

Qualifications

• Leadership experience in Sales/ CCM in a beverage environment.
• Experience in the beverage alcohol industry is a plus.
• Experience developing and deploying channel strategies, outlet segmentation, and execution standards.
• P&L management, budgeting and profitability.
• Fluent Spanish & English; willingness to travel regionally.

Responsibilities

• Own end-to-end Market Business Ownership and P&L leadership for assigned markets.
• Lead distributor partnerships and Route-to-Market effectiveness.
• Translate regional strategies into integrated market plans and budgets.
• Define regional Commercial Excellence framework and channel strategies.
• Translate Brand Plans into measurable outlet-level execution standards.
• Lead the regional Field Execution operating model and distributor field resources.
• Drive regional deployment and continuous improvement of standards across markets.

Skills

P&L management

Forecasting

Brand building

Channel strategy

Cross-functional leadership

Sales leadership

Beverage industry knowledge

Fluent Spanish & English

Education

BA/BS in Marketing or Business

MBA preferred

Tools

Excel

PowerPoint

BI / Reporting tools

Job description

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

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

Shares of the parent company Davide Campari - Milano are listed on the Italian Stock Exchange since 1. 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.

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 markets with + 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
• P&L & Performance Ownership
• Revenue Growth Management
• Forecasting & Business Delivery
• Growth & Portfolio Development

2) Distributor Management & Route-to-Market

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

• Distributor Leadership & Governance
• Performance Management & Execution
• Route-to-Market & Capability Development
• Business & Market Insights
• Distributor & Market-Coverage Strategy

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
• Execution Framework
• Channel & Trade Insights
• Regional Commercial Excellence Governance

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
• Store Execution Model
• Execution KPIs & Scorecards
• Performance Improvement

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
• Regional Functional Coordination
• Distributor Field Execution Model
• Execution Governance & Performance
• Capability Building & Best-Practice Sharing

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
• Performance Management
• Performance Insights & Corrective Actions

Experience & Qualifications

• + 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.