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Careers at Bacardi

Senior Brand Manager, Ready to Drink/Ready to Serve

Job Name

Senior Brand Manager, Ready to Drink/Ready to Serve


United States of America


Miami, FL


Marketing - Communication - PR

Reporting Line:

Sr. Director Marketing, RTD/RTS

Job type:

Full time

Lead recruiter:

Lori Block

About the role

As a Senior Brand Manager, you will be quintessential to the future focus of the brand by executing strategies that sway consumers perception. Your focus is on placing the consumer at the heart behind the launch and management of Tails Cocktails and the RTD/RTS portfolio by supporting regional and brand strategies.  The ”Ready-To” categories are growing rapidly and are some of the hottest categories in all of Beverage Alcohol. The Bacardi Company is expanding its portfolio of Ready-To-Drink and Ready-To-Serve cocktail ranges to recruit the next generation of drinkers into our world-class spirit brands.  This role will be based in Miami, FL and report to Sr. Director of Marketing, RTD.  


• You will lead the brand marketing execution and launch of Tails, Premium RTS expansion into the U.S., working closely with the Global and EUROC Tails teams.

• Drive the development of the situation assessment of the Tails brand in NAM, contributing to defining the “Jobs to be Done” each year as part of the annual Integrated Activity Planning (IAP) process.

• You will extend the IAP into a robust market brand plan, coordinating with your local Customer Marketing team to deliver maximum impact in-market and deliver annual Brand financial and commercial targets.

• Lead Integrated Agency Teams to ensure that all brand content programs and partnerships are activated and commercialized effectively in-market, including ATL & BTL execution of PR, digital and experiential programs and partnering with Customer Marketing on advocacy programs as required.

• Present to local distributor teams and executives on brand plans and activities in market and provide the tools necessary to achieve commercial goals.

• Accountable for delivery of Brand performance targets in market (revenue, profitability, share, equity) as agreed with the local Finance team and Bacardi Senior Management

• Manages our agency partners, acting as a leader amongst this team to ensure they are delivering at their fullest to build solid, long-term brand foundations in market

• Work with Insights to ensure measurement & evaluation (M&E) plan in place on all brand activities in your market

• Partner with Consumer Insights to actively monitor Brand KPIs and provide guidance on corrective action to achieve agreed objectives

• Manage an A&P budget of strategic investments with a strong understanding of the business drivers for the brand to be successful.

• You will support the Senior Marketing Director in developing overall guidelines for the RTD/RTS strategy including sku/channel mix, rationalization and portfolio programming to drive trial

• Work with local teams and distributor partners in market to understand the overall RTD/RTS opportunity and to drive momentum for Bacardi brands.

Skills and Experience

• Bachelor’s degree in Marketing or related field required; MBA is ideal.
• You must have 5-7 years of experience in brand management or agency experience, successfully leading multiple marketing projects cross-functionally.
• You will ideally have experience in the brand planning cycle and leading brand and portfolio initiatives.
• Ideally you will have experience in spirits, beverage, fast moving consumer goods business or lifestyle brands.
• A leader and motivator capable of inspiring and driving productivity whilst building primo capabilities.
• You will have experience in multiple disciplines (e.g. PR, digital, social, experiential, media, sponsorships).
• You have a fundamental understanding of profit drivers and have a commercial focused approach to brand planning.
• You can analyze available information (e.g. Nielsen data) including the comprehension of the competition and category for the purposes of preparing reports, presentations, providing insights, recommendations and solving problems to grow the brand.
• 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.

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.