Kirsty Wilson
Global Senior Manager Marketing Operations @Bacardi
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WORK HISTORY
Global Senior Manager Marketing Operations @Bacardi
London, GB
Leading the transformation of Commercial Planning & Activation within the channel. This role links commercial and marketing together and involves identifying, developing, and executing strategic trade marketing initiatives that enhance brand visibility and drive sales growth as well as delivering our long-term IAP Plans. By integrating consumer-centric approaches and collaborating with cross-functional teams, I will build our iconic brands, drive stronger business growth, and foster a culture of excellence in trade execution. Within this role I will be focused on they keys areas at a Global overview:• Developing and Implementing our IAP process within GTR• Driving Cross functional Collaboration Supporting and Building Capabilities• Leading and Guiding Our Digital and Ambassador Teams• Driving Insights and Measurement & Evaluation (M&E)• Leading A&P Management & Phasing• Leading Strategy across our Airlines and Cruise channels • Leading Customer Engagements, PR Strategy and Agency Relationships
EDUCATION
The University of Edinburgh
Master of Arts - MA, Psychology
ABOUT KIRSTY WILSON
As a Senior Manager of Marketing Operations at Bacardi with over eight years of global and digital marketing experience, the focus is on transforming Commercial Planning and Activation within Global Travel Retail. By integrating marketing and commercial strategies, the role enhances brand visibility and fosters growth through strategic trade marketing initiatives, cross-functional collaboration, and consumer-centric approaches. With expertise in marketing campaigns, digital innovation, and international project management, the role supports Bacardi\'s iconic brands by embedding IAP planning and delivering insight-driven brand experiences. Dedicated to building strong partnerships with retailers across airlines, cruise lines, and duty-free sectors to drive long-term business impact and operational excellence.
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