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Careers at Bacardi

Senior Brand Manager - Rums

Job Name

Senior Brand Manager - Rums


United States of America


Miami, FL


Marketing - Communication - PR

Job type:

Full time

Lead recruiter:

Jonathan Rodriguez

About the role

As a Senior Brand Manager you will be accountable for delivering Brand performance targets in your market, and driving value creation for our Company. You will serve as an extension of the Global Brand Team, leading all Brand management activities in the market. You will be responsible for planning, in alignment with your local Customer Marketing & Sales teams, and the execution of all consumer programs and assets to drive effective, local activation on your brand. 

You will input to the situation assessment of your Brand in the market, 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

You will manage an A&P budget for your brand as assigned to you by the Brand Director 

You will lead the in-market delivery of all consumer-facing Brand activities and partner with Customer Marketing on all trade-facing activities, as defined in the IAP, ensuring executional excellence

You will work with Insights to ensure we measure and evaluate the performance of all Brand activities in your market to optimise A&P spend

This role is based in Miami and may require some travelling to meet with customers and third parties. 

Key accountabilities and responsibilities

Consumer, shopper and customer understanding
  • Partner with your Consumer & Commercial Insights team to build deep understanding of the target consumer and shopper for your Brand in your market in order to tailor local execution of Brand activities effectively
  • Actively consult on the situation assessment for the Brand in your market, partnering with Consumer & Commercial Insights to develop local consumer, shopper and customer learnings on triggers and barriers to Brand growth

Category & brand strategy and activity planning
  • Provide input into the definition of “Jobs To Be Done” in the Integrated Activity Plan (IAP), under the overall co-ordination of the Customer Marketing team 
  • Provide guidance to Brand Director on effective deployment of Brand A&P by activity & channel in-market

Integrated brand communication
  • Leads in-market execution and implementation of all consumer-facing elements of the brand plan and provides brand input to Customer Marketing on all shopper-facing activity on the brand
Works with Experiential and Engagement team to ensure that all brand content programmes and partnerships developed are activated and commercialized effectively in-market, including execution of PR, digital and experiential programmes and partnering with Customer Marketing on advocacy programmes as required
  • Leads localization of brand communications plan, including local planning & buying of media with agency partner
  • Ensure that all brand assets developed in the market adhere to Global Brand guidelines and local social responsibility policies and regulations and always follow the Bacardi Marketing Way best practice

Business performance management
  • Accountable for delivery of Brand performance targets in market (revenue, profitability, share, equity) as agreed with the local Finance team and Senior Management
  • Work with Insights to ensure measurement & evaluation (M&E) plan in place on all brand activities in your market
  • Rigorously manage brand A&P budget in order to minimize costs and optimize returns on investment
  • Actively monitor Brand KPIs and provide guidance on corrective action to achieve agreed objectives

Developing talent & capability
  • Participate in functional capability development as required

Role to Identify, develop, and make improvements to new ideas, techniques, procedures, services, or products (Check one)
___Follow - no changes to original
__  Check - make minor changes
? _Modify - adapt or enhance quality or value
___Improve - change significantly

Measures of success

Achieve Brand/ Category financial and commercial targets in market (revenue, profitability, share)
Drive improved Brand health in market (e.g. awareness, penetration, engagement)
Deliver on measures of social currency for your Brand in market (e.g. social media buzz)
Ensure adherence to global brand visual identity at all times
Ensure measurement & evaluation plan in place on over 80% of Brand activity in market

Critical experiences for success

To be successful in this role you will have/be: 
  • Brand management experience in progressive roles, leading different Marketing projects
  • Experience multiple specialty areas: digital, innovation, promotions, events, media, etc. 
  • Verbal/written skills at all levels in an organization; ability to generate meaningful presentations
  • Degree and/or professional Marketing qualifications
  • Fluent command in English (other Hub Language fluency is desirable)

The following experiences are preferred:
  • Drinks and Luxury Category experience is an advantage 
  • Experience in additional functions beyond the ones listed above 
  • Ability to work under pressure and to deal with ambiguity
  • Comprehension of competitive market for brand and Category in the Hub and how to use available data to develop initiatives to grow the brand
  • Remains abreast of legal regulations in the industry for the Country

  • Ethical Practice : Experienced
  • Insights for Action : Experienced
  • Strategy and Brand : Experienced
  • Commercial Activation : Experienced
  • Brand Ideas and Connections : Experienced
  • Agency Partnership : Experienced

Living our Values and demonstrating high Learning Agility will be fundamental not only for success in this role, but also for potential growth to other roles across Bacardi in the future.  We have a clearly defined Leadership Excellence framework, and you will be expected to be a role model of all 6 elements: Focus Externally to Win / Drive Execution & Results / Lead Strategically & Know your Business / Make the Matrix Work / Lead by Example / Develop and Inspire Talent

Our ways of working

Our family legacy has positively influenced our ways of working and has shaped the values to which our employees aspire. We’re caring, like a family, and not only internally, but also in the wider communities in which we operate. This is demonstrated by our commitment to both act responsibly and promote the choice to drink responsibly. We trust one another, and through that trust are able to forge strong teams and networks that empower our matrix organization structure. We’re passionate, reflecting our Latin heritage, and this means that we commit more than just time to our work: we commit energy, heart and soul. We are dedicated to being a role model in our industry, and we approach everything we do with Integrity First. Together, our values help us create what we’re most proud of: our True Heart and Winning Spirit – both in our home markets and across the world.