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Careers at Bacardi

Marketing Manager

Job Name

Marketing Manager


Puerto Rico


Cataño Puerto Rico


Marketing - Communication - PR

Reporting Line:

Business Manager Puerto Rico

Job type:

Full time

Lead recruiter:

Javier Marín Armas

About the role

What does a Marketing Manager do?

As a Marketing Manager you will be accountable for delivering Brand performance targets in Puerto Rico and driving value creation for our Company.

You will serve as an extension of the Region and Global Category team, leading all brand management activities in the region for the brands assigned. You will be responsible for planning, in alignment with distributor sales and marketing team, and the execution of all consumer and customer programs and assets to drive effective, local activation on your brands and channel.


With our Consumer at the heart, your key focus will be to:
  • Lead Integrated Activity Planning (IAP) and the allocation of A&P for all brands, working closely with the Country Manager, marketing team, Distributor´s team and Regional Brand Directors. You will manage the planning and execution of the Puerto Rico comms brand plans, including digital, in collaboration with consumer marketing and distributor marketing teams, to achieve deeper consumer engagement with our brands
  • Plan and build consumer centric brand experiences that deliver seamless consumer journeys and drive revenue and market share for the brands - making use of the available digital ecosystem – Paid Search & SEO, website performance, Influencer marketing, social publishing, paid ads, earned media and PR
  • Manage extension of the Regional IAP into localized country activations plans with responsibility for adapting consumer facing assets and programs.
  • Define short-mid-long-term growth plans, strategic priorities, implement pricing strategies and methods for measuring and evaluating A&P spend effectiveness.
  • Analyze and activate first party data to build strong data driven relationships via audience precision targeting, personalized, adapted content and experiences to effectively address consumer needs, driving point of differentiation for the brand and create deeper value.
  • Use effective research (qualitative and quantitative) as well as direct consumer behavioral data and analytics (for example TalkWalker, Social Baker, Google Trends etc.) to identify insights that will unlock opportunities for your brand
  • Identify the right partners to associate with and build the plan to play with them, in alignment with our strategy of gaining in digital commerce.
  • Manage the deployment of global digital content as part of the brand building agenda, in collaboration with consumer marketing and distributor marketing team.
  • Partner closely with market teams to drive digital programs and content, to achieve deeper consumer engagement with our brands.
  • Align the right KPIs and measurement tools to measure results, ensuring continuous improvement of performance.
  • Manage all marketing channels and lead the innovation processes including the IAP integration either by launching new or managed existing products in our portfolio.
  • Accountable for delivery of portfolio performance targets for the cluster (revenue, profitability, share, equity) as agreed with the Market Manager and Marketing Director
  • Ensures measurement & evaluation (M&E) of all planned activities are in place and helps to identify and codify rollout of successful brand growth drivers.
  • Actively monitor Brand KPIs and provide guidance on corrective action to achieve agreed objectives.
  • Manages assigned region A&P to optimizing executional, effectiveness and efficiency KPIs as well as guaranteeing budget compliance.

Skills and Experience

The Skills & Experience needed to create your legacy
  • 5+ years of experience in Marketing, Brand Building, Digital Marketing/e-commerce. Media background from key media agency or major advertiser.
  • Passion for achievement, integrity, and drive with strong desire to make things happen.
  • Strong understanding of channel, price, promotional activity and through-the-line activation.
  • Digitally savvy. Ability to see & understand digital content, channel and Social Media dynamics. Early adopter of technology.
  • Great analytical & commercial acumen/execution skills with the ability to translate brand strategies into a tangible commercial advantage.
  • Ability and commitment to coach and develop others Primos. Inspire and lead agencies to deliver world-class and strong creative work
  • Ability to play at different leadership levels and good team player.
  • Ability to work under pressure and to deal with ambiguity.
  • High level of intellect with a “roll-up-your-sleeves” mentality.
  • Adaptable and resilient to changes. Comfortable working with ambiguity & change.
  • Fluent both Spanish and English
The following experiences are preferred:
  • Experience in the Caribbean market is highly desirable.
  • Understanding of complexity of diverse local consumer’s landscape.
  • Awareness of current trends and players in the digital environment.
  • Relevant experience working with On-Trade, Digital Commerce and/or CRM is advantageous.
  • Experience in key areas of the digital ecosystem:
    • organic social & search
    • digital media (from streaming services to paid search and paid social and everything in between)
    • web-site performance
    • digital commerce + omnichannel
    • first party data (Acquisition, management, and activation)
Personal Qualities
  • 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.
  • 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.
  • 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. You will have an attitude of constant learning and improving. Inquisitiveness/ curiosity around new media, digital, technology and social trends and possessing an attitude to experiment or innovate in these areas.
  • 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.
  • 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.