Brand Manager - PATRÓN

YOUR OPPORTUNITY

YOUR OPPORTUNITY

As a Brand Manager, you are an extension of the Brand Team and will lead your brand’s legacy by delivering impactful consumer-facing activities and targets for PATRÓN in North America. You will be responsible for planning and execution of such consumer programs outlined in the “Jobs to be Done” of the Brand’s Integrated Activity Planning (IAP). You will be accountable for delivering brand performance targets and the increase of brand value share.

ABOUT YOU

You are an exceptional Brand Builder who places consumer insights at the heart of your work. You create inspiring and innovative brand campaigns that push the boundaries, delivering commercial growth and nurturing long term brand equity. You are motivated to build close partnerships across functions sharing innovative ways of working.

RESPONSIBILITIES

Impact Culture Through Creativity – Create culture-shaping connections

• Lead the development and execution of large-scale experiential activations and partnerships, from music festivals to our heritage cultural moments, ensuring every touchpoint reflects the brand’s ethos and visual identity (BVI).
• Oversee the planning, execution, and post-analysis of all experiential brand activations, serving as the on-site brand lead to ensure world-class delivery and consistency with brand strategy.
• Partner with local commercial teams to activate consumer programs in-market and ensure alignment with Customer Marketing and national priorities.
• Collaborate with the Media, PR, and Social teams to develop integrated storytelling frameworks that maximize earned, owned, and paid visibility from music and experiential moments.
• Manage creative agency and production partners to deliver high-impact content that extends brand experiences beyond physical events and fuels ongoing consumer engagement.
• Identify and cultivate new partnership opportunities that drive relevance with our target consumer, integrating music, culture, and community to strengthen brand affinity.

Develop Winning Strategies – Create iconic brand and growth strategies

• Lead all in-market brand Integrated Activity Plans (IAP) of consumer-facing activities collaborating with multiple stakeholders such as Customer Marketing, Advocacy, Commercial, and external partners/agencies to deliver with excellence.
• Partner with Consumer and Commercial Insights team to understand target local consumers and situation assessments for the brand to customize local activities and develop new strategies and tactics that provide the brand with a competitive advantage.

Accelerate Business Performance – Act like brand owner

• Own and manage the brand marketing budget, ensuring strategic allocation of resources across experiential, media, content, and partnership initiatives to maximize impact and return on investment.
• Champion fiscal discipline and accountability across all initiatives while identifying bold, high-return opportunities to elevate the brand.
• Strategic arm to the Assistant Brand Manager by providing support and direction in overcoming obstacles to deliver executional excellence of brand plans.
• Manage and optimize an A&P budget assigned to you and placing bold bets on activities that minimizes costs but optimizes return on investments working closely with Consumer Insights to ensure we measure and evaluate the performance of brand activities.

MARKETING COMPETENCIES

This role develops and applies key marketing competencies that are critical to creating a brand impact and business growth:

• Develop Winning Strategies – Create iconic brand and growth strategies
• Accelerate Business Performance – Act like the brand owner
• Impact Culture Through Creativity – Create culture-shaping connections

Broader Marketing Framework Competencies:

• Understand People & Culture – Show empathy and curiosity
• Unlock Growth Through Innovation – Create consumer-centric innovation
• Drive Commercial Excellence – Lead bold execution in a fast-moving world
• Master Luxury Marketing – Understand the world of luxury

While this role focuses on the three core competencies, other roles bring complementary expertise across the full framework, supporting broader brand growth and organizational impact.

SKILLS

• Bachelor’s degree in marketing or related field required; MBA is ideal and preferred.
• You must have 4+ years of experience in brand management or agency experience leading multiple marketing projects. Experience in insights and marketing analytics a plus.
• Proven experience managing large-scale brand activations and/or experiential campaigns, with strong project management skills and the ability to handle multiple projects and deadlines concurrently.
• Passion for creating memorable, brand-driven experiences for consumers.
• Ideally you will have experience in spirits, beverage, fast moving consumer goods business, lifestyle brands or at an experiential agency; luxury brand experience preferred.
• Excellent relationship management skills, with a proven ability to navigate partnerships and collaborate effectively.
• You will have experience in multiple disciplines (e.g. digital, social, experiential, media, sponsorships)
• You have a fundamental understanding of profit drivers and commercial focused approach to brand planning.
• You can analyze available information (e.g. Nielsen data) including the comprehension of the competition and category for the purposes of preparing reports, presentations, providing insights, recommendations and solving problems to grow the brand.
• You are a passionate, innovative, and creative marketer eager to put the consumer at the heart of all activities first to achieve results.
• Ability and willingness to travel 15-20%, including nights and weekends, as required for events.
• By living a Founder’s mentality, you are well organized, an independent thinker, like to multitask and are confident in your ability to conduct yourself in an ethical and professional manner consistent with our company values.
• You are an influential communicator with strong interpersonal skills. You will have opportunities to display excellent written and verbal communication skills while also being relaxed, giving presentations in front of small groups of people including executives, Bacardi Primos, vendors and customers (both internal and external) at all levels of an organization.

leadership agility

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.