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Careers at Bacardi

Digital Marketing & Brand Communications, Head Latin America & Caribbean (LAC)

Job Name

Digital Marketing & Brand Communications, Head Latin America & Caribbean (LAC)


Colombia, Mexico, Panama


Bogota, Panama, Tultitlan, Mexico


Marketing - Communication - PR

Reporting Line:

Marketing Director LAC

Job type:

Full time

Lead recruiter:

Amy Geng

About the role


Digital Marketing & Brand Communications is a key pillar to help the Latin America & Caribbean region to achieve its long-term growth targets through consumer discovery and love for our brands.

You will steward Bacardi´s brands digital transformation & brand comms (digital & traditional media and PR) planning journeys – both in strategic development and implementation of the digital transformation and media plans to deliver ambitious Brand Equity growth targets. The traditional and digital media landscape is vast, and we have a broad portfolio of brands. You will flawlessly prioritize our big bets and where we must win.

You will continue to build a digital and brand communication teams, while also collaborating and championing digital capability across Latin America & Caribbean staying connected to Bacardi’s Digital Transformation and Brand Communications agenda.

  • This is your opportunity to leave a global legacy in the spirits industry
  • You are a passionate brand builder with brand and/or media agency experience, and a digital specialization, who is passionate in making great things happen
  • You are an entrepreneur with a strong ability to balance strategic vision and execution to drive result
  • You can influence and build relationships with a wide variety of stakeholders in a matrix organization
  • You can build a best-in-class digital team and digital programs and media plans
  • You are a doer, taking pride in making great things happen
  • You are a team player, a great communicator and can drive a broad group towards a common goal.


With our Consumer at the heart, your key focus will be to:
  • Lead the Digital acceleration mission at Bacardi Latin America & Caribbean to ensure we most effectively disrupt consumer journeys in an increasingly omnichannel world and win with customers.
  • Make regular assessments of what we are doing in Digital Marketing to identify gaps and low hanging fruit (what & how we should do & what investment choices we make)
  • Lead digital transformation and Brand Communications (incl. digital & traditional media and Public Relations) in Latin America & Caribbean, a cross function working group, to ensure we are progressing against our 5 x Digital Job-To-BeDone (JTBDs) with standardized monthly reporting to local Regional Leadership Team.

#1 Integrated Marketing Excellence & Brand Comms (Paid and Earned Media Working Together)
  • Streamline and better integrate communication disciplines including traditional media, social, on-line video, search, website, data and analytics, content and e-commerce across the consumer and shopper journey.
  • Ensure Digital marketing activities are planned with a Consumer Experience Framework (CxF) mindset and thoroughly measured and evaluated with learnings flowing quickly to all primos
  • Foster a culture of consumer listening and insight identification through initiatives such as social listening, Google trends
  • Support creation & integration of local media and digital media plans by leveraging Region/Global SMEs at Briefing stage and ongoing, offering SME media planning feedback to media agency partners
  • Support deployment of best in class Social & Digital Influencer marketing through fixing basics and /or partnering on roll out or supporting Global initiatives like Social Studios
  • With the support of a LAC Media & Brand Communication Lead and local brand comms agencies offer guidance and support to each of the cluster marketing teams in the development of their brand communication plans and strategies.
#2 Digital Capabilities & Culture
  • Run annual training plan in partnership with Region/Global team & platforms like eConsultancy & Bacardi Way of Growth with KPI of #primos upskilled
  • Build out series of Digital inspiration sessions with external speakers/agencies
  • Coach individual primos to improve performance in Digital skill areas
#3 Digital Commerce (DC) Alignment with Marketing and Brand Strategic Priorities
  • Ensure full connectivity of DC Lead & marketing teams and the organisation on an ongoing basis, and during annual integrated planning cycle with a focus on developing our pure player & omni channel (digital) customer base
  • Support DC and marketing teams to close any local content gaps (either with local partner or with Region/Global support)
  • Work with LAC´s DC Head and Cluster Marketing Leads to ensure brand activity alignment (key assets, within brand strategy and objectives), support M&E to enable a one full view of Digital commerce for the LT and to Region/Global
#4 Leveraging Digital tools & data
  • Partner with Global & Local marketing/sales to ensure ambitious 1PD collect and retarget plans in place across the portfolio
  • Identify and enable new opportunities to use Digital technology drive efficiency/effectiveness eg On Trade CRMB2B, better leverage of existing tools (eg Content Hub), test & learn with On Trade customer data etc.
#5 Empower & Support Local Markets
  • Make regular situation assessments of what we are doing in Digital to identify gaps and low hanging fruit: what & how we should do & what investment choices we make
  • Be the reference for new developments in the Digital space via desk research, external connections + courses, talks etc. Representative for BMA at industry events to both showcase and learn on Digital.
  • Share and spin new initiatives to Region/other Clusters through DFLC network and marketing/digital commerce teams
  • Lead the local Digital Front Line Council to ensure and/or enable perfect execution and connectivity of the 5 x JTBDs* and ensure standardised monthly reporting is shared in the regular LAC leadership team meeting.

Skills and Experience

  • +8 Years of experience of digital Marketing, partnership development with clear understanding of full end2end user journey: search, mobile, media, web, email, social and paid media leading to full conversion.
  • +5 Years of experience managing and developing cross-functional relationships both internally and externally: Brand, Marketing, Finance, Legal/Regulatory, Global, Agencies, Commercial, CP&A.
  • Strong research and analytical skills with a proven ability to consume and understand data to get to clear results, attribution and optimization
  • Bilingual (English, Spanish), Portuguese is a plus
  • Multi market/country digital experience at a digital or media agency; experience in brand management and spirits /beverage / luxury industry (at a globally relevant brand) would be a real benefit too
  • Deep understanding of digital ecosystem and consumer touchpoints, including experience using Talkwalker, Hootsuite, Google Trends, etc.
  • Entrepreneurial and scrappy mindset with proven ability to manage multiple projects simultaneously with smaller to large budgets
  • Experience building a high performing team to drive results, in addition to managing a range of relationships (internal stakeholders up, down and across the organizational matrix)
  • An outstanding communicator, both orally and visually
  • Curious and hands-on: ability to deep dive across different business areas, “roll sleeves” to get the work done, through tireless collaboration with global, regional and local teams.
  • 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

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.