Skip to content


Careers at Bacardi

Advocacy Manager, Global Travel Retail (Americas)

Job Name

Advocacy Manager, Global Travel Retail (Americas)


United States of America


Miami, FL



Reporting Line:

Maria Sayers 

Job type:

Full time

Lead recruiter:

Lori Block

About the role

The Advocacy Manager manages a team of 40 retail ambassadors (RA) in the Americas and will be responsible for their on-going training needs, maintaining the relevant training materials and ensuring a pipeline of future Trainers. This role also covers the staffing for all airport activations– this means the responsibility for selecting and training promoters so that we can deliver the GTR vision of inspiring travelling consumers to love and share our iconic brands. The selection of promoters will require a close working relationship with staffing agencies across markets to ensure that we always have the highest caliber of promoters with exceptional customer service skills. Extensive travel is a requirement (50%). Typically, a market visit will include (1) meeting the staffing agency, (2) conducting training sessions, and (3) observing the activation and RAs. This role will be based in Miami, FL.  



  • Work closely with the commercial team to identify and verify suitability of location/retailers for RAs (ROI positive)
  • Organize and conduct interviews when recruiting in conjunction with agency, and Area Manager / Regional Manager
  • Collaborate with procurement team to ensure agency rates are competitive and manage their knowledge for negotiation
  • Manage Retail Ambassador agencies closely and within budget
  • Train new Retail Ambassadors once recruited, and quarterly with updated information (product & market specific)
  • Maintain updated database of all Retail Ambassadors in the region
  • Input into team WhatsApp groups as motivation / training / team spirit, etc.
  • Share best practices with Retail Ambassadors to improve the way we work within the region
  • Connect with the domestic market teams in our region to support our team with trainings and activations
  •  Inform commercial team of all activities within their markets (market visits, trainings, etc.)

  • Owner of the RA training plan – for new hires, promoters, and existing RAs
  • 2-3/yr. for Series A locations and at least 1/yr. for non-series A locations
  • Forward view on innovation and build into plan
  • Gather feedback from RAs on what is needed in each of their markets
  • Owner of training assets (collaborate with marketing and brand teams)
  • Manage update of assets e.g., pack / selling story update
  • Create and manage all internal training and sales tools: Tip cards/ QR codes, languages
  • Ensure up to date assets are available on SharePoint

  • • Interview promoters in conjunction with agency
  • • Train promoters – ideally face to face but often virtual
  • • Assess amount of tasting stock required for activations, organize, and manage through
  • • Manage GWPs in conjunction with marketing team
  • • Liaise with commercial and marketing teams on KPIs
  • • Review tools / serves / POS with retailers and commercial/marketing teams
  • • Measure sales performance throughout activation alongside agency, marketing, and commercial teams

Ad Hoc
  • Lead event planning with agencies: RA training, RA conference, etc.
  • Advise brand and commercial teams on merchandising units, out of date BVI, locations, etc.

Skills and Experience


• Fluent in Spanish language (Required)
• Ability to travel at least 50% of the time
• Excel, Power Point, and Word skills
• Advanced level of diligence and attention to detail
• Independent decision making and creative problem-solving skills
• Cross functional team working skills - ability to build relationships in the matrix organization
• Negotiation skills to always secure the best rates and promoters
• A&P (Advocacy trainings) and T&E are managed within Budget

Our culture

We share the passion and entrepreneurial flair of our founder and are guided by our three culture pillars - Fearless, Family and Founders, they inspire our Primos to be the best they can be and drive us forward in all we do. But what does this mean?

·       Being Fearless; means adopting an agile mindset, being comfortable trying new things and taking risks. We are empowered to question, challenge and innovate.

·       Family; We treat each other, and our communities, like Family. Always.

·       Founders; The spirit of entrepreneurship is at the heart of everything we do. We see the business as if it’s our own. We do the right thing for the business and we all take accountability for our work.

When you join Bacardi, you become part of our family and gain more than just a job.

Disclaimer: Bacardi is an equal opportunity employer that values workforce diversity. Diversity is core to our business: by embedding diversity into all aspects of our culture, we maximize the opportunity to achieve sustainable business success and growth. The duties and responsibilities described in the role profile might not be a comprehensive list.