Head of Field Sales Spain

LOCATIONS:

Barcelona, candidates from the north of Spain (Bilbao, Santander, etc.) are also considered.

YOUR OPPORTUNITY

As Head of Field Sales, you will drive the commercial and cultural strategy of Bacardi in your region. You will lead teams of Field and Business Managers, ensure business targets are exceeded, and coach your people to grow.
You will be responsible for translating the national strategy into actionable local plans while building high-performing, autonomous teams and fostering our culture in every decision you take.

ABOUT YOU

For this role you should:

• Focus externally: Winning mindset
• Focus on execution & results
• Lead by example, Develop & Inspire Talent
• Lead Strategically & Know your Business
• Have Commercial passion
• Manage Interpersonal skills
• Have a Founders mentality

RESPONSIBILITIES

Commercial Execution

- Deliver volume, GP and GM targets by sub-region, channel, and key customer segment.

- Continuously optimize price and discount schemes in collaboration with Revenue Growth Management to ensure profitable and competitive models.

- Analyze KPIs weekly using tools like Power BI; establish action plans and track their outcomes.

- Translate national strategy into a detailed regional plan by customer typology, category focus, and brand priorities.

Strategic Leadership

- Represent the region's needs in national forums, supporting them with data and a clear business case.

- Align objectives with Trade Marketing, KAMs, and Brand Ambassadors to ensure consistency between commercial actions and brand strategy.

- Convert national strategies into actionable local playbooks, providing KPIs and clear goals.

People Leadership

- Foster a leadership culture where Field Managers and Business Managers operate with autonomy and commercial ownership.

- Implement a structured leadership cadence: weekly 121s, weekly Team Meetings, and bi-weekly Work Withs.

- Create tailored development plans using 360º feedback tools and structured performance check-ins.

- Promote a feedback culture that is clear, bold, and empathetic—where mistakes are seen as learning opportunities.

Cultural Leadership

- Embody Bacardi's leadership values, integrating Family, Founders, and Fearless into every decision.

- Cultivate a sense of belonging by connecting personally with the team and fostering inclusiveness and motivation.

- Balance high standards with care, reinforcing accountability through a human and courageous leadership style.

SKILLS

- 4+ years in senior sales roles, ideally in FMCG/premium drinks.
- Demonstrated strategic thinking and change leadership.
- Track record in coaching and developing managers.
- Strong commercial acumen and negotiation experience.
- Deep knowledge of commercial tools (Power BI, CRM).
- Fluent English and Spanish.
- Mobility across Spain.

COMPETENCIES

Strategic Agility

The ability to anticipate market shifts, connect business variables, and quickly adapt local strategy while staying aligned with national direction. This involves sharp market insight, data-driven decision making, and the ability to act swiftly to deliver results in a dynamic environment.

Talent Development

A genuine commitment to growing the potential of others, with a focus on identifying strengths and development areas among Field Managers and Business Managers. This includes crafting individualized development plans, applying structured coaching, and creating a culture of continuous learning built on trust and challenge.

Communication Clarity

The skill to convey messages in a structured, direct, and empathetic manner. A Head of Sales must inspire, align, and energize teams through communication that blends vision, facts, and emotion—whether in 1:1s, national forums, or cross-functional settings.

Emotional Intelligence

The capacity to understand and manage one's own emotions while recognizing and responding effectively to the emotions of others. This is key to leading difficult conversations, building trust, remaining composed under pressure, and nurturing strong, human relationships.

Founder's Mentality

Acting as if the business were your own. It means making decisions with long-term impact in mind, optimizing resources with care, and demonstrating proactive, accountable, and entrepreneurial behavior. This mindset fuels innovation, ownership, and pride.
 

WHAT WILL MAKE YOU SUCCESSFUL

- Ability to shift from operator to leader of leaders.
- Connecting national vision with local execution.
- Delivering high-impact feedback and managing through influence.
- Building motivated, aware, accountable teams.

ONBOARDING & DEVELOPMENT PLAN

- Initial immersion program with Sales Director and The Academy.
- Assigned mentor for the first 3 months.
- 6-month check-in on leadership impact, feedback quality, and business results.

At Bacardi we care deeply about finding brilliant talent who can bring the following personal attributes to help elevate our 3Fs: Fearless, Family, Founder culture to the next level.
 

• Belonging: You have a strong capacity to create a culture of 'Belonging', where people feel appreciated for who they are, what they do, and who they can become

• Self-Awareness: You have high levels of self-awareness, are reflective and know yourself well, understanding both your own strengths and weaknesses and your impact on others

• People Agility: You bring a deep ability to understand and relate to people and navigate through tough situations to harness and multiply collective performance

• Results Agility: You demonstrate consistent delivery of results in first-time situations by inspiring teams, exhibiting a presence that builds confidence in yourself and others.

• Mental Agility: You can think critically to penetrate complex problems and expand the possibilities by making fresh connections. You think strategically whilst being execution focused and bring creativity to the challenges you're presented with

• Change Agility: You have a deep natural curiosity, desire to experiment and ability to effectively deal with the heat of change. You have a growth and learning mindset: ready to test, stumble, learn and apply from experience

Disclaimer: Bacardi seeks talent from all backgrounds to bring diversity of thought, agility and capability to our organization across the globe. We promote a working environment where all employees are treated and rewarded fairly. We do not tolerate any form of discrimination that adversely affects individuals or groups on the basis of national origin, race, color, religion, sex, gender, sexual orientation, marital status, disability, age, and any other legally protected aspect of a person's identity. 

U.S. applicants have rights under Federal Employment Laws.

Perks of Working for us

At Bacardi, we are committed to providing our Primos (employees) with a comprehensive Total Rewards package of compensation, benefits, incentives, allowances, well-being, and much more to meet the needs of themselves and their families. It goes beyond just Cash The total rewards program is based on pay for performance, whereby the incentive programs are linked to company and individual performance.

• Competitive Pay Package

• Competitive Holiday/Paid Time Off, plus additional days offered ( i.e., volunteer day, allowing you to give back to the community)

• Retirement/Pension Plan

• Medical, Critical Illness, and Life Insurance

• Calm Meditation App subscription (free)

• Employee Assistance Programs

• Best-in-class, family-friendly, and inclusive leave policies

The benefits /perks may vary depending on the nature of your employment with Bacardi, your work location, and are subject to change.

Some benefits may be subject to an employee contribution.

Some benefits may be fully or partially subsidized. Incentive plans are linked to the nature of your employment and can vary based on region, market, function or brand.