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Careers at Bacardi

Category Marketing Director AMEA

Job Name

Category Marketing Director AMEA


United Arab Emirates




Marketing - Communication - PR

Reporting Line:

Marketing Director AMEA

Job type:

Full time

Lead recruiter:

Claire Jenkins

About the role

Your Opportunity

A marketing role managing our Premium White Spirits Category (Grey Goose and Bombay Sapphire) for the AMEA region. With key accountability for the brands' performance in the region, you will create the legacy and drive key decisions that will significantly affect the presence and positioning of the portfolio in the region. 

In this role you will report into the Marketing Director – AMEA. You will be based in Dubai, UAE but will travel 40% to stay connected with your stakeholders & markets in Israel, South Africa, India and South East Asia. This is a role that combines both marketing strategy development and hands on support with implementation and activation across the markets.

About You
  • You will be a ‘FEARLESS’ leader with an entrepreneurial and commercial mindset, constantly looking for opportunities to challenge status quo.  
  • You will be ‘FOUNDER’ who will lead building of innovative brand campaigns that will enable the category to reach greater heights.
  • You will champion our ‘FAMILY’ culture pillar and be highly skilled in building strong relationships across functions, leadership teams and grow capability within your team.


With our Consumer at the heart, your key focus will be:

Consumer Understanding 
  • Builds deep understanding of target consumer groups in the region to inform strategic planning 
  • Optimize the deployment of brand assets 
  • Leads, in partnership with the Insights team, a robust situation assessment for the category as input into the annual IAP process 
  • Leads category innovation to identify consumer, shopper or customer opportunities in the region 
Category & brand strategy and activity planning 
  • Defines Brand "Jobs To Be Done" and participates in the prioritization of overall region Jobs to Be Done at the start of the annual integrated activity plan (IAP) process 
  • Leads development of the consumer-facing elements of the IAP, and oversees development of shopper-facing activities by Customer Marketing 
  • Actively manages the extension of the Region’s IAP into Country brand plans and directs the execution of activation programs 
Integrated brand communication 
  • Leads the adaptation and execution of selected global brand assets 
  • Ensures successful integration & activation of global brand assets, including digital & content programs 
  • Ensures that brand assets adhere to brand guidelines, local social responsibility policies, regulations and always follows the Bacardi Marketing Way best practices 
  • Provides brand input and partners closely with Customer Marketing on execution of all shopper-facing activities, including all advocacy programs 
Business performance management 
  • Accountable for delivery of the performance targets in the region (revenue, profitability, share, equity) 
  • Shares accountability for the category P&L with Area Managers 
  • Ensures measurement and evaluation plan in place on over 80% of brand activities on their Category in the Region in order to identify, codify and rollout successful Category growth drivers globally
Creating a winning team 
  • Orchestrates effective matrix working within and between Global, Region and Country marketing teams 
  • Works with the Region & Country Category team to build a shared sense of purpose among all Primos 
Developing talent & capability 
  • Ensures the resources and assets needed to deliver targets are cascaded to country teams 
  • Drives functional capability and development of their team (two direct reports) and inputs into talent decisions 

Skills and Experience

The Skills & Experience needed to create your legacy
  • Around 10 years+ of experience working on Premium, Luxury or Lifestyle consumer brands. 
  • Your experience should includes senior brand management positions. Additional experience in more commercial, customer marketing roles would also be welcomed.
  • Commercial  experience or mindset; very happy to 'roll up your sleeves', working closely with the key markets and really contributing to getting the job done and supporting them to grow the brands in their markets
  • Passion for being out in the trade with customers and consumers to really understand their needs
  • Experience in leading Marketing and Brand strategy at country and regional level 
  • Through the Line marketing and innovation experience with a proven track record of building brands via digital, social, experiential, influencer and content marketing
  • Strong ability to work across a matrix structure and build effective relationships with key stakeholders
  • Experience in building Brand Architectures to fit consumer needs and that inform product, packaging innovation pipeline
  • People developer and team builder with a proficient desire and ability to embrace diversity of thinking
Personal Qualities
  • 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. You’re an authentic leader who acts with purpose and has an approachable, empathetic, open communication style.  
  • 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. You will have an attitude of constant learning and improving. Curious, creative, obsessed about the consumer, have strong sense of popular culture to identify passion points the brand and consumer share.  
  • People Agility: You bring a deep ability to understand and relate to people and navigate through tough situations to harness and multiply collective performance. You create strong positive first impressions and build those into great relationships. 
  • 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. 
  • 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. You operate at pace and can multi-skill effectively and are at ease leading projects. You will be highly performance driven, commercially and financially astute. 
  • 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. Comfortable with change and 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.