Skip to content


Careers at Bacardi

Brand Manager PATRÓN - NAM

Job Name

Brand Manager PATRÓN - NAM


United States of America


Miami, FL


Marketing - Communication - PR

Reporting Line:

Brand Director

Job type:

Full time

Lead recruiter:

Angel Guzman

About the role


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 the PATRÓN brand in market. 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. 


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.


  • Responsible for planning and leading the execution of consumer programs in-market and assets to deliver effective activations for the brand in alignment with Customer Marketing.
  • 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, specifically winning in the On-Premise and Innovation.
  • Support the Brand Integrated Activity Plan (IAP) strategic planning process by providing brand performance analysis, analytical assessments of impact of activities, robust program plans, and strong assets to drive brand equity.
  • Lead the development and execution of brand partnerships/sponsorships & experiential programming across multiple channels and agencies and working with local commercial and distributor teams to deliver in-market.
  • Strategic arm to the Assistant Brand Manager by providing support and direction in overcoming obstacles to deliver executional excellence of brand plans.
  • Accountable for monthly brand performance analysis and targets in market (revenue, profitability, share, equity) working closely with financial performance team and senior management.
  • 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.

Skills and Experience

  • 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.
  • Ideally you will have experience in spirits, beverage, fast moving consumer goods business, lifestyle brands or at an experiential agency; luxury brand experience preferred.
  • 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.
  • 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. 

  • You are adaptable to strategy in real time and have a “hands on” approach to deliver results. 
  • You are intellectually curious, innovative, and always looking for ways to improve existing programs. You are never complacent.
  • You have a Fearless mentality by doing what is right for your brand by highlighting successes but also highlighting failures and learning from them.
  • You can navigate your way through complexity and enjoy working with ambiguity.

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.