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Careers at Bacardi

Senior Brand Manager Rum, Mexico

Job Name

Senior Brand Manager Rum, Mexico




Tultitlan, Mexico


Marketing - Communication - PR

Reporting Line:

Marketing Director

Job type:

Full time

Lead recruiter:

Jessica Lopez

About the role

As Rum Sr. Brand Manager, you will be accountable for delivering performance targets on Brands activities in the country, driving value creation for our company. You will contribute tthe planning, design and execution of consumer and customer programs for rum Category, you will drive effective activation of these across targeted cities selected for investment
  • You will lead the strategic framework for Rum portfolio Lead the situation assessment for your Brands, and help define the Brands’ Growth Drivers each year as part of the annual integrated activity planning process
  • You will help develop an integrated activity plan (IAP) for your Brands including advertising & promotions to drive sell out in the market
  • You will support the design and execution of selected Brands assets for consumer & customer programmes
  • You will manage an A&P budget for your Brands as assigned tyou
  • You will ensure all Brands activities you manage are measured and evaluated as define in the IAP plan.
  • You will build best in class customer marketing and commercial capabilities at a Cluster level that will enable us twin in the marketplace


Business Strategic Performance Management
  • Accountable for delivery Brands performance targets in the country: revenue, profitability, share, equity/Desire.
  • Rigorously manage Brands A&P budget, in order minimize costs and optimize returns on investment
  • Actively monitor Brands KPIs and provide guidance on corrective action achieve agreed objectives
  • Full accountability for the Country Category P&L
  • Full accountability for the brands sell out targets
  • Ensures measurement and evaluation plan in place on over 80% of Brands activities on their Category in the country in order identify, codify and roll out successful Category growth drivers the LAC Region
Drive results & excellence in execution
  • Deliver on key Cluster financial targets (NSV, NSV per case, gross profit, gross profit per case, profitability, ROI and value share) versus budget.
  • Lead the Category Growth framework that embeds an occasion based approach which informs the “Where to
  • Play” strategy and the “How tWin” execution through the IAP process. Implement Channel Strategies that through the Integrated Activity Planning (IAP) process are converted into winning value propositions.
Integrated Brands communication
  • Lead the strategy and execute of global Brands assets, as assigned by Region
  • Own relationship with creative/ Media / PR / BTL agencies ensure Brands Strategy is appropriately tailored support Countries as they activate their Brands plans
  • Provides Brands input and partners closely with Region Customer Marketing on execution of all shopper-facing activities developed in the Country, including all advocacy programmes
  • Manage directly the execution of Brands campaigns
Creating a winning team
  • Lead a multifuctional team and develop talent twin
  • Actively support effective matrix working Nationwide

Achieve Brands financial and commercial targets in the country (revenue, profitability, share)
Drive Brands Health growth on Rum brands within the Category (e.g. awareness, engagement)
Excellence in Execution OTIF (On Time in Full) against IAP
Ensure consistent adherence global Brands visual identity 
Ensure measurement & evaluation plan in place on over 80% of Brands activities in their Category in the

Skills and Experience

Tbe successful in this role you will have/be:
  • Experienced in Brand Management (Digital, Media, experiential marketing, events)
  • Experience in Customer Marketing (e.g. Purchaser/Shopper Marketing, Category Management Sales and
  • Channel Strategy)
  • Experience in roles related tunderstanding customer and channel dynamics
  • Proficiency in English language skills
  • The following experiences are preferred:
  • Experience in the Spirits and/or overall beverage Industry is a distinct advantage 

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.