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Careers at Bacardi

Consumer Marketing and Innovation Manager CACEM

Job Name

Consumer Marketing and Innovation Manager CACEM






Marketing - Communication - PR

Job type:

Full time

Lead recruiter:

Karina Aguilar

About the role

As a Consumer Marketing & Innovation  Manager you will be accountable for delivering Brand performance targets in Central America and Export Markets in the Caribbean, and driving value creation for our Company. You will serve as an extension of the Region and Global Category team, leading all brand management activities in the region for the brands assigned. You will be responsible for planning, in alignment with distributor sales and marketing team, and the execution of all consumer and customer programs and assets to drive effective, local activation on your brands and channel.

Key accountabilities and responsibilities


• You will manage the execution of the Cluster´s digital content, programs and partnerships, in close collaboration with the Costumer Marketing Manager.
• Identify the right partners to associate with and build the plan to play with them, in alignment with our strategy of gaining in digital commerce.
• Input to the assessment of our portfolio in the digital channels, contributing to define the brand´s “Jobs to be Done” each year as part of the annual Integrated Activity Planning (IAP) process.
• Manage the deployment of global digital content as part of the brand building agenda, in collaboration with consumer marketing and distributor marketing team.
• Partner closely with market teams to drive digital programs and content, to achieve deeper consumer engagement with our brands.
• Align the right KPIs and measurement tools in order to measure results, ensuring continuous improvement of performance.
• Manage all marketing channels and lead the innovation processes including the IAP integration either by launching new or managed existing products in our portfolio.

This role is based in Panama City, Panama and will require travelling to Central America and the Caribbean as well as domestic travelling in Panama to meet with customers and third parties.


• Actively consult on the situation assessment for the Brand in your region to develop local consumer, shopper and customer learnings on triggers and barriers to Brand growth.
• Build deep understanding of digital behaviours of target consumers on key brands across different countries in the hub in order to identify digital engagement opportunities for our brands to exploit.
• Provide guidance on digital consumers digital media consumption dynamics to the agency and marketing team.


• Supports the development of brands “Jobs to be Done” in the Hub and participate in activity ideation & development in the Integrated Activity Planning (IAP) process.
• Provide guidance to Customer Marketing on effective deployment of Brand A&P by activity & channel in-market.
• Work closely with distributor’s marketing team, to manage extension of the Regional IAP into country activations plans with responsibility for adapting consumer-facing assets and programmes.


• Ensures fully integrated digital communication solutions are developed and delivered partnering with consumer marketing and global platforms.
• Provides feedback to the Digital agency about the localization of brand communications plan, including local planning & buying of media.
• Manages, in alignment with the Marketing team, the delivery of digital content programs or partnerships (e.g. social media partnership).
• Works with distributor team to ensure that all brand content programs and partnerships developed at country level are activated effectively in market, including execution of PR, digital and experiential programs.
• Ensure that all brand assets developed in the Country adhere to Global Brand guidelines and local social responsibility policies and regulations and always follow the Bacardi Marketing Way best practices.


• Accountable for delivery of portfolio performance targets for the cluster (revenue, profitability, share, equity) as agreed with the Marketing Director.
• Ensures measurement & evaluation (M&E) of all planned activities are in place and helps to identify and codify rollout of successful brand growth drivers.
• Rigorously manage assigned A&P budget, in order to minimize costs and optimize returns on investment
• Actively monitor Brand KPIs and provide guidance on corrective action to achieve agreed objectives.
• Manages assigned region A&P in order to optimizing executional, effectiveness and efficiency KPIs as well as guaranteeing budget compliance.

Measures of success


Critical experiences for success

  • 5+ years of experience in Digital Marketing/e-commerce. Media background from key media agency or major advertiser.
  • Passion for achievement, integrity and drive with strong desire to make things happen.
  • Ability to play at different leadership levels and good team player.High level of intellect with a “roll-up-your-sleeves” mentality.
  • Adaptable and resilient to changes.
  • Fluent both Spanish and English. 

  • Ability to work under pressure and to deal with ambiguity
  • Experience in the Caribbean market is highly desirable.
  • Understanding of complexity of diverse local consumers landscape.
  • Awareness of current trends and players in the digital environment.

Our ways of working

Our family legacy has positively influenced our ways of working and has shaped the values to which our employees aspire. We’re caring, like a family, and not only internally, but also in the wider communities in which we operate. This is demonstrated by our commitment to both act responsibly and promote the choice to drink responsibly. We trust one another, and through that trust are able to forge strong teams and networks that empower our matrix organization structure. We’re passionate, reflecting our Latin heritage, and this means that we commit more than just time to our work: we commit energy, heart and soul. We are dedicated to being a role model in our industry, and we approach everything we do with Integrity First. Together, our values help us create what we’re most proud of: our True Heart and Winning Spirit – both in our home markets and across the world.