Skip to content


Careers at Bacardi

Director, Commercial Planning & Activation - Control CBU

Job Name

Director, Commercial Planning & Activation - Control CBU


United States of America


Miami, FL



Reporting Line:

VP, General Manager, Control & NRS

Job type:

Full time

Lead recruiter:

Jonathan Rodriguez

About the role

Your Opportunity

  • With a Founder’s mentality, you will ensure the team has all ATL &  BTL sales tools and support needed to drive growth within your region.
  • You are a role model of the Bacardi’ Family culture and embody this through fostering collaborative relationships with our distributor and agency partners. You will foster an environment of learning and empowerment so as to develop best in class talent.


With our Consumer at the heart, your key focus will be to:
  • As a member of the CBU Leadership team, you will provide strong sales insight through steering the Integrated Activity Planning (IAP) process to influence our strategic plans and drive a culture of excellence in execution.
  • You, alongside the BUSA VP & Finance Director, will champion the business priorities by steering focus in the right areas to drive ROS and excellence in execution while ensuring that our team has the proper tools to deliver on our BIG BETS.
  • You will balance high-level strategic thinking with pragmatic /commercially driven implementation and operational management.
  • You will own the strategic planning process from start to end for fiscal planning which includes but is not limited to ROS drivers, Sale tools, ATL, BTL, experiential, and digital.
  • Joint Business Planning (JBP) – You will lead this process to drive investment across brand teams and CBU to support activities that are aligned with brand & commercial priorities.  M&E will be vital in this process as well as collaboration with our distributor partner.
  • You will lead the effective commercialization of Innovation ensuring the NPD process is informed by strong customer, channel, and purchaser insights.
  • You will propel a culture of ‘Excellence in Execution’ by commercializing the integration of channel plans, strategies, and programs while being the ‘Local Expert’ on brand programs/activations, ATL/BTL, Insights/trends.
  • You will set objectives, review, and reallocate NAF/LMF collaboratively with the commercial finance team across states, while providing insights and feedback to sales and marketing management.
  • You will serve as the key point of contact and communication throughout the region regarding eCommerce, Multicultural, Innovation initiatives and resources.
  • Working closely with our NRS & Shopper team, you will be the commercial liaison to ensure strong programming for our long lead time customers

Skills and Experience

The Skills & Experience needed to create your legacy
  • Bachelor's degree in Business, Marketing, or related field.
  • 5-7+ years' experience in leadership and talent development roles, preferably in the Spirits and/or overall Beverage industry.
  • Strong Commercial skills gained through hands on Commercial roles.
  • Experience in roles related to understanding customer and channel dynamics.
  • Your ability to operate and orchestrate seamlessly within the matrix will be critical for success in this role and of the function.
  • Ability to combine a strategic business approach while overseeing projects across multiple states
  • Strong analytical and critical thinking skills
Personal Qualities
  • Living our Values and demonstrating high Learning Agility will be fundamental not only for success in this role, but also for potential growth to other roles across Bacardi in the future. 
  • We are dedicated to being a role model in our industry and we approach everything we do with ‘Integrity First.’
  • This team will have authentic leaders who are passionate about their job, our team, and our fellow Primos. They will always come with new and bold ideas to challenge the status quo and help keep the business and our Primos energized.
  • 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.