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Careers at Bacardi

Manager, Customer Marketing, Multicultural

Job Name

Manager, Customer Marketing, Multicultural


United States of America


Miami, FL


Marketing - Communication - PR

Reporting Line:

Sr. Director - Multicultural Marketing

Job type:

Full time

Lead recruiter:

Jonathan Rodriguez

About the role


As Manager, Multicultural Customer Marketing, you will be instrumental in fully embedding Multicultural commercial programming within our Shopper, On-Premise, and Commercial Sales teams by providing multicultural consumer insights and culturally relevant tools to drive incremental commercial sales and value by reaching the right consumers in the right places and the right time for each commercial region. 

  • You have a passion for both Customer Marketing and Multicultural Marketing while understanding the nuances needed to effectively develop tools and programming to reach various multicultural consumers (i.e., Black/African American, Hispanic/LatinX, LGBTQ+, Asian) and our retail and on-premise customers. 
  • You are passionate about working with many different people profiles and cultures and thrive on consumer insights to support the successful development of commercial tools and programming that will speak to each consumer demographic. 
  • You are creative and can inspire others to change the status quo and embrace Multicultural customer and consumer marketing as a strategic imperative for long term business growth.


  • The Manager in this role takes on the responsibility for commercial planning for all Multicultural (MC) programs and is a critical voice in the commercial execution planning cycle. You will become the guardian of the MC annual plan and ensure that all MC programs are seamlessly integrated with our retail and on-premise commercial priorities.
  • Role is responsible for planning and maintaining all Shopper, On-Premise, National Accounts and Commercial Planning & Activation (CP&A) timelines to ensure MC programming is included in annual order windows and communicated to all internal and external stakeholders including legal review and approval, local market communications and alignment and managing all Bacardi asset portals and shared file information.
  • The Manager role leads in POS development, distribution, storage, and management of POS agencies for the department including but not limited to POS needs for Shopper Marketing programming, On-Premise and National Account Programming, Sponsorships, and MC Marketing Reserves.
  • Manager role is the liaison between the Multicultural Marketing department and CP&A and functions as an extension of the distributor partner’s Trade Development teams to ensure the commercial organization is well informed of all current and future multicultural marketing programs to help the commercial teams realize the commercial value in breakthrough multicultural commercial programming, while also sharing commercial opportunities and insights from our distributor partners.
  • Manger works closely with our Shopper Marketing teams & Agencies to fully integrate MC programming across the portfolio through program adaptation, transcreation, and new program development as necessary.
  • Work closely with the On-Premise and National Accounts Teams to develop & seamlessly integrate MC customer solutions in brand programming plans and annual on-premise playbooks. Collaborate with the on-premise teams to ensure that Bacardi is the industry leader in developing culturally relevant tools and thematic program solutions for our on-premise MC customers. 
  • Manager is responsible for leading and liaising with cross-functional team members, and outside agencies to ensure robust program recapping, reporting and M&E utilizing internal commercial analytics tools and syndicated reporting services such as Nielsen. 
  • Responsible for research and development for Multicultural within the D-Commerce discipline. The manager will regularly work with the D-Comm team to uncover opportunities to test, learn and ultimately integrate D-Comm strategy into the overall Multicultural customer and consumer strategy. 
  • Manager is responsible for supporting direct reports in budget management, maintaining program timelines, organizing shared file content, competitive data research, monthly data analysis and reporting and quarterly business reports. 

Skills and Experience

  • Bachelor’s degree
  • You must have 3+ years of agency, brand management, customer, or trade marketing experience.
  • You will ideally have experience managing the development of commercial tools, managing production vendors, agency management and commercial execution.
  • You must be detailed, organized and capable of managing various tasks and projects critical to the department’s success simultaneously while being an impeccable communicator (written & verbal).
  • Ideally you will have experience in spirits, beverage, fast moving consumer goods business, lifestyle brands or at an experiential agency.
  • You are curious and have a passion for consumer insights and the opportunities within the ever-changing multicultural customer, consumer, and trade landscape. 
  • You can analyze available information (e.g., Nielsen MC Consumer Intelligence Reports) including the comprehension of the competition and category for the purposes of preparing reports, presentations, providing insights, recommendations and solving problems for various brand marketing teams.
  • By living a Founder’s mentality, you are well organized, an independent thinker, like to multitask and are confident in your ability to conduct yourself in an ethical and professional manner consistent with our company values.
  • Remain abreast of legal regulations in the industry for the country.

  • You are a passionate, innovative, and creative marketer and leader eager to put the multicultural (and all consumers) at the heart of activities first to achieve results with multiple lenses (marketing, commercial, community). 
  • You are a team player and value the strength of diversity of thought as one of your personal core strengths.
  • You know how to get things done.
  • You are interested in growing as a person and career within customer marketing and/or brand marketing. 
  • You are always open-minded, ready for feedback and to learn from others, transparent & honest.
  • You need to be ambitious and bold enough to help drive the multicultural agenda forward with various stakeholders throughout the organization.
  • You can adapt and pivot as necessary to an ever-changing business climate with professional maturity. You are also interested in growing as a person, always being open-minded, ready for feed-back and to learn from others.
  • 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.