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Careers at Bacardi

Director, Brand Culture & Partnerships, Marketing (PATRÓN)

Job Name

Director, Brand Culture & Partnerships, Marketing (PATRÓN)


United States of America


Los Angeles, CA


Marketing - Communication - PR

Reporting Line:

Sr. Director Global Brand Partnerships

Job type:

Full time

Lead recruiter:

Lori Block

About the role

As our Director of Brand Partnerships, Influence and culture, you will contribute to driving marketing and business objectives for PATRÓN through executing and overseeing our culture strategy by managing key brand partnerships, influencer strategy and engagement, project & agency management and unlocking trends to build new brand partnership opportunities. At PATRÓN, we define culture as an ever-evolving ecosystem of people, events and ideas that represent taste in society. Culture motivates what society thinks, does, consumes and talks about, paving the way for the future. This role is critical to drive talkability and relevance for PATRÓN and continue to build and flourish a future jet stream of opportunities for the brand to drive desire and maintain a front row seat in popular culture, with a forward-thinking lens. The role will manage and support fame driving partnerships for PATRÓN, reporting directly into the Global Senior Director of Communications, Culture & Brand Partnerships for PATRÓN and working in close partnership with key members PATRÓN marketing team.  This role will be based in Los Angeles, CA.  


• To champion, promote and deliver fame driving Partnership and Influencer strategy, plans and execution that embed PATRÓN into the cultural conversation of consumers
• Support the Global Senior Director of Communications, Culture & Brand Partnerships on the global culture & partnerships strategy and activity calendar, day-to-day management of key partnerships and identifying trends and new collaboration or future facing opportunities, building a future jet stream for PATRÓN with a forward-thinking lens to be seen by the right people and places
• Manage and oversee key agencies and partners for our entertainment TV/Film strategy, music integration strategy and partnerships, as well as some celebrity/talent partnerships and sports partnerships ensuring we deliver authentic integrations that are relevant in culture today to reach and connect with our target consumer
• Strengthen relationships with key talent, managers, and influencers; serve as key point of contact for partners, work with agencies to ensure a steady stream of culturally relevant event opportunities
• Partner and work closely with the PATRÓN Brand PR Manager to ensure collaboration across PR/Influencer and Culture/Partnerships to amplify results for the brand in earned media
• Lead a robust measurement + evaluation report, to merchandise results to the business and gather insights for future growth across all projects on the impact of culture and partnerships
• Regularly liaise and collaborate with PATRÓN brand marketing team, as well as cross-functional Bacardi stakeholders
• Serving as a culture vulture – maintaining pulse on culture, influencers, social media trends and competitive brand campaigns across the spirits and super-premium, luxury industries. Use these insights to bring unique and original ideas to the table during strategy development and execution

Skills and Experience

• Bachelor’s degree from four-year College or University, preferably with focus on Communications, PR, or Marketing
• Minimum 7 years of Marketing experience required; the ideal candidate will have experience in the entertainment industry, specifically in music, TV/Film, Sports and Talent Management. Experience/Background in PR is a plus
• Proven ability to think strategically and expertise in delivering culture-defining Partnerships work for iconic global brands with relevant cultural platforms, executing brilliantly to build brand awareness and allure.
• Ability to lead and manage large-scale projects. Someone who gets things done, plans and executes with excellence, can lead and manage multiple projects at one time, and who has a good sense of humor.
• Able to work in a fast-paced environment, multitask & prioritize assignments.
• Experience identifying, negotiating, and activating influencers and media-worthy Talent
• Keen understanding of Global Cultural trends – with a priority focus on the United States
• Strong understanding of both qualitative and quantitative measurement for influencer and culture-driven initiatives including new and emerging channels and analytics tools to measure conversation and   brand desire
• Excellent oral and written communications skills – including presentations and marketing materials – a ability to influence multiple-stakeholders, merchandise results and negotiate contracts
• Flexible to travel as needed, and to work flexible hours

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.