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Careers at Bacardi

Digital Marketing Manager, PATRON - NAM

Job Name

Digital Marketing Manager, PATRON - NAM


United States of America


Miami, FL


Marketing - Communication - PR

Reporting Line:

Director of Digital Marketing

Job type:

Full time

Lead recruiter:

Jonathan Rodriguez

About the role

Your Opportunity

This role will support digital marketing for Patrón North America. This role will champion and reflect the brand’s premium online consumer journey and experiences. It will also be responsible for delivering plans to continually enhance not only the company’s presence within the digital marketing channels (SEO/SEM, Programmatic, OLV, Publishers/Affiliates Advertising, Email) and website platforms, but also in the Bacardi portfolio and category,.
About You 

This individual must take a strategic business approach while managing multiple projects, internal stakeholder and external partner relationships.  Strong understanding of digital marketing and associated evolving landscape including ecommerce, to deliver on current and future growth is a must.


With our Consumer at the heart, your key focus will be to:
  • Support the Director in digital and paid media strategies and goals, by serving as the marketing team lead for digital for Patron North America seasonal program planning, 
  • Support in the execution of voice and digital channel strategy for all Patrón brand USP (unique selling point), products and their corresponding stories.  
  • Execute comprehensive NAM digital full-funnel strategy across all platforms including consumer targeting, content strategy, messaging and metrics to support key campaigns/programming; execute digital campaigns including cross-channel content & consumer experience QA’ing, reviewing, and approving end-to-end.
  • Drive requirements of concepting and messaging for digital campaigns, ensure alignment in concept and timelines across key stakeholders
  • Translate business needs, consumer insights, trends, and analytics from marketing programs into original and innovative content concepts 
  • Hold external partners to strong partnerships: account management practices, timely/accurate/actionable budgets, feedback, reporting, & insights 
  • Coordinate with Brand Social Manager on digital production needs and editorial content for consistent digital marketing creative and messaging across digital properties; work with Brand Social Manager to ensure paid social complements full digital media strategy against brand and business objectives.
  • Evolve Influencer strategy and partner with social, PR, experiential for amplification of brand messaging across key channels 
  • Ongoing timely and accurate business performance tracking, analysis, actionable insights, and reporting to various organizational stakeholders 
  • Benchmark channel performance and initiatives within the Spirits industry: competitor tracking, trends, emerging technology, and best practices
  • Timely and accurate forecasting and management of respective budgets and spend
  • Identify new, and optimize existing, marketing programming and digital campaigns (i.e. design, planning, execution, spend)
  • Support leadership to identify, circulate and execute strategic or emerging trends/capabilities or opportunities.
  • Inspire others through expert use of digital tools to grow share-of-voice, mentions and positive sentiment among bar tenders, mixologists, proprietors, and key accounts.
  • Help lead the local innovation / ideation process for digital technology with the team.  Incubate big, unique ideas and recommend to Management the select ones that have the best potential to impact the business. 
  • Highlight and share best practices and lessons learned with internal partners

Skills and Experience

The Skills & Experience needed to create your legacy
  • 5 years of digital marketing experience (SEM/SEO, Display, Affiliate, Social) ; +2 years of media planning or buying experience preferred; e-commerce (DTC, BTB) experience a plus
  • 5 years on brand or agency side for premium consumer goods, beverages, or fashion; premium spirits experience preferred
  • Industry and/or Agency experience in Spirits, Hospitality, Retail, or Luxury is preferred.
  • Skills required: Google Analytics, Google AdWords, Twitter Promoted Products, Pinterest Business Manager, FB Business Manager, Microsoft Office suite, Adobe Photoshop, etc.
  • Strong organizational, project management, and communication a must; execute with excellence
  • Proven track record of multi-tasking: managing and delivering simultaneous campaigns and project on-time in matrixed organization
  • Informed on technology, trends and partners in the digital space, with a refined understanding of how to implement change in an organization. 
  • Experience translating customer insights and key learnings into compelling creative experiences such as promotions, events, video, applications, websites, etc.
  • Comfortable presenting and executing annual marketing plans. 
  • Strong prioritization and time management skills, and ability to manage multiple projects and priorities.
  • Proficient analytical and problem solving orientation with clear examples of using data actively for target setting, measurement, ROI analysis and recommendations
  • Emotional and cultural maturity with ability to work cross-functionally, push for results, embrace change and quickly pivot when needed to drive results. 
  • Willingness to travel, if needed.
Personal Qualities
  • Entrepreneurial spirit: speed, creativity, problem solving, decisiveness, flexibility, resilience, comfort with change or ambiguity
  • Open-minded individual with flexible, open operating style, and a natural consultative approach who gains the trust and respect of individuals at all levels. 
  • 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.