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Careers at Bacardi

Director, Digital Commerce, Retail

Job Name

Director, Digital Commerce, Retail


United States of America


Miami, FL



Reporting Line:

VP Digital Commerce

Job type:

Full time

Lead recruiter:

Lori Block

About the role

This role will help drive the Digital Commerce and omnichannel strategy for North America. You will have the opportunity to work with cross-functional teams to build customer strategies across our National and Regional accounts, that will increase Bacardi’s share of spirits and online visibility.  You are responsible for driving growth, development, and execution of omnichannel sales and business plans through cross-functional partnerships including our commercial, marketing and IT teams. You are accountable for leading strategic relationships with internal and external partners, building omnichannel capability with commercial teams and driving commercial performance and trade execution within the customers’ digital ecosystem.  You will be leading a team of high performers (5 direct, 1 in-direct) with responsibilities for strategy development, account management, digital shelf and content, and more.  This role will report to the VP of Digital Commerce.  


  • Support in defining Digital Commerce strategy for North America business that will increase market share and revenue across portfolio of brands; Effectively translating strategy into productive activities annually and long-term 
  • Initiate, lead, inspire and influence cross-functional teams to build customer collaborative strategies (National and Regional accounts), planning, analytics that increase Bacardi’s online share, visibility, volume and dollars 
  • Partnering with marketing teams to architect and integrate across eCommerce platforms, influence new-to-market/innovative opportunities, establish tangible and achievable brand and commercial goals for growth 
  • Direct SME and Consultant with commercial teams and external customers and distributors to educate, build relationships, prioritize and invest in high impact initiatives and sales strategies; Direct customer 1:1 interface 
  • Act as expert in defining marketing and sales online strategies, 3rd party partnerships, building new platforms with external vendors and agencies; Internally with IT, creative, digital marketing and content teams that will engage and improve the consumer experience and conversion 
  • Collaborate with Commercial and Shopper Marketing to develop and scale omnichannel processes and resources  
  • Build initiatives to capture and leverage 1P (2P + 3P) data analytics, creative and optimize insights and usage to engage consumers, consistently improve measurements and reporting, identify areas to of growth 
  • Ensuring Digital Basics are developed, communicated in partnership with National Accounts, CP&A, Digital Marketing, Brand Marketing, driven through IT connection points and/or 3rd party (Ratings & Reviews, Search, Retail Media) 
  • Provides inputs and consultation to NAM and Global Leadership teams (Regional President, Brand VPs, Sales VPs, Global VPs), to respond to changing market conditions, improve internal efficiency and maximize results 

Skills and Experience

  • 8+ years of eCommerce and Digital Marketing with clear understanding of end to end user journey across all channels: search, mobile, media, web, email, social and paid media leading to full conversion. Brick + Click synergies and impact 
  • Knowledge and experience leading innovative solutions and change management 
  • Proven results bridging internal teams, external agencies and partners 
  • Ability to translate marketing and commercial objectives, and use insights to drive value, competitive advantage and build brand equity
  • Strong research and analytical skills (data-led) with a proven ability to consume and understand data to get to clear results, attribution and optimization 
  • 3+ years with Direct customer/retail experience and interface 
  • Proven coaching abilities and leadership skills to create and maintain a collaborative, high performing team 
  • Firm grasp of financial impacts, revenue and shadow P&L management and value of online sales and impact 
  • Passion for connecting the on and offline ecosystems; Impacts sales and builds long-term relationships 
  • Innovator and self-starter that proactively identifies opportunities; Collaborates to build solutions; Moves ideas to action 
  • Excellent analytical and problem solving skills, mitigating barriers and legislative roadblocks 
  • Ability to build credibility via thorough understanding of digital strategies and business growth levers 
  • Consumer and customer focused 
  • Relationship developer and trusted business partner 

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.