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Careers at Bacardi

Director, Insights & Analytics

Job Name

Director, Insights & Analytics


United States of America


Miami, FL


Marketing - Communication - PR

Reporting Line:

Sr. Director, Shopper Insights

Job type:

Full time

Lead recruiter:

Jonathan Rodriguez

About the role

Your Opportunity

In this role, you will be accountable for uncovering and driving insights into action by putting the consumer at the center of every single business decision for the Bombay and Martini brands.  You will directly influence brand strategy, planning, and execution by leveraging state-of-the-art capabilities, market intelligence, and business understanding. Importantly, this role is also designed to co-create, activate, and strengthen all marketing optimization tools and processes (including M&E) to drive efficiencies and maximize the return of our advertising and promotions spend across the region. 

You will be serving as the “voice of the consumer, influencers (bartenders, operators and bar owners), distributors, and retail partners” by developing a deep understanding of their wants, needs, and desires to influence their purchase and make Bacardi their supplier of choice.   

This is a unique opportunity to provide thought leadership and influence stakeholders to make informed business decisions while working closely with a cross-functional team in the region and globally. Furthermore, this role will play a leadership role by actively participating and creating stronger relationships with other cross-functional teams (M & M&E evangelist, Commercial Business Reviews, Marketing Optimization) to elevate the impact of our capabilities for the benefit of the entire organization.

About You

You are clear communicator, able to deliver findings in an engaging, fresh and impactful manner, cutting through the complex to tell a simple, compelling narrative. A change agent, with a deep understanding of how to turn insights into action and impact the commercial agenda and influence others in a matrixed environment.


With our Consumer at the heart, your key focus will be to:
  • Generate a 360° view of Bacardi brands consumers and shoppers by exploring their beliefs, attitudes, and motivations that drive their purchase decision journey. 
  • Partner closely with the Brand Marketing teams to identify untapped consumer, shopper, and customer opportunities to be addressed through commercial activations.
  • Lead the day-to-day project management needs across a wide variety of research methodologies and suppliers.
  • Identify, build, deploy and evolve differentiated insights methods and capabilities that can provide Bacardi a unique competitive understanding of shopper, customer, and influencer behavior
  • Leverage shopper, customer, and influencer data to extract insight-driven analytics to support new and existing initiatives. 
  • Lead, in partnership with the Brand Marketing teams and Commercial Performance, a robust Situation Assessment for Bombay and Martini as input into the annual strategy process and activity planning. 
  • Co-lead the Growth Hacks and ensure the consumer's voice is heard and Jobs to Be Done are grounded in deep consumer understanding.
  • Provide day-to-day consumer insights and business intelligence consulting support for brand and sales team members
  • Drives ongoing business analytics and assessment of competitors and market intelligence. 
  • Source and synthesize syndicated data to translate them into insights and fill knowledge gaps
  • Support the development, optimization, and adaptation of creative assets and media briefs alongside the brand and agency partners.
  • Ensure that the consumer and customer marketing programs and creative assets are informed by the most current and relevant Customer and Commercial Insights under the most rigorous testing protocols  
  • Influence and functionally lead the agenda for “Measurement and Evaluation” across brands in the portfolio to drive more effective marketing planning
  • Support business in the development of M&E protocols on the creation of insights-based propositions for customers
  • Support the Marketing Mix Modeling agenda alongside the Maximizing ROI global team and Commercial Performance team to pilot, test, and implement new and better approaches to identify optimization of spend. 
  • Budget and Resource Management 
  • Create regional learning plans with Global Insights teams to cover the needs of the region in a timely manner.
  • Accountable for managing brand research spend to deliver targeted savings and on budget.

Skills and Experience

The Skills & Experience needed to create your legacy
  • 7-10 years of hands-on experience in consumer insights/market research or related field (e.g. management consulting, strategy, data analytics, etc.) driving impact as a business partner
  • Beverage, spirits or FMCG experience preferred. 
  • Desired experience in a broad range of custom qualitative and quantitative research methodologies, as well as experience managing and negotiating with syndicated suppliers 
  • A clear communicator, able to deliver finding in an engaging, fresh, and impactful manner, cutting through the complex to tell a straightforward, compelling narrative 
  • Charismatic and persuasive business partner with gravitas to engage with high level managers internally and externally. 
  • A creative, strategic, and integrated thinker, able to think both imaginatively and holistically 
  • Passion for & confidence with deconstructing and reframing complex questions and an analytic ability to distill disparate datasets into clear & meaningful recommendations 
  • A combination of client-side and supplier/consulting/agency-side experience is desirable.  
  • Experience in a wide variety of custom qualitative and quantitative research methods and ability to apply to business issues mainly related to brand development, marketing effectiveness, and innovation.
  • International research experience highly desirable.   
  • Comfortable utilizing and analyzing various business intelligence sources outside consumer-related insights (syndicated data, market-level data, digital analytics, retail customer data, macro trends, etc.)
  • Experience collaborating and managing media and creative agency partners.
  • Intellectual Curiosity: a deep hunger to learn and grow and a willingness to experiment in order to learn
  • Workshop ideation/moderation experience a plus  
  • BS/BA required - MBA highly desirable. 
Personal Qualities
  • 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.