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Careers at Bacardi

Senior Brand Manager - Single Malts

Job Name

Senior Brand Manager - Single Malts


United States of America


Miami, FL


Marketing - Communication - PR

Reporting Line:

Brand Director

Job type:

Full time

Lead recruiter:

Jonathan Rodriguez

About the role


Senior Brand Managers are brand equity builders and quintessential to the future focus of the brand by creating and executing strategies that sway consumers perception. Your focus is on placing the consumer at the heart behind the brand strategy and prioritize programs with the highest investment potential. These strategies and activities will be across multiples channels, Above and Below the Line, and continue to lead the way for the brand’s growth. 

Bacardi’s portfolio of single malt whisky brands is small in volume today but has significantly outpaced the category’s growth in the past two years and is set for continued explosive growth to become a major player in this growing, high-value category.


You love Brand Management and with an entrepreneurial mindset are passionate about growing our Brand as if it were your own. 

You are passionate about working with many different people profiles and cultures and have an influential voice to drive brand priorities.

You are creative, provide the team with new ideas and inspire them to change the status quo and embrace innovation.

You are the key interface for the brand across internal and external partners and have a 360-degree pulse on the brand. 


  • You will lead the development of the situation assessment of the Brand in NAM, contributing to defining the Hub “Jobs to be Done” each year as part of the annual Integrated Activity Planning (IAP) process.
  • You will extend the Hub 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 developed at local level 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.
  • Lead development of compelling programming for our brand ambassador and retail specialist teams to deliver. 
  • Manages our agency partner, acting as a leader amongst this team to ensure they are delivering at their fullest and are highly regarded as the preeminent whisk(e)y experts, 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 making strategic investments with a strong understanding of the business drivers for the brand to be successful.

Skills and Experience

  • Bachelor’s degree in Marketing or related field required; MBA is ideal and preferred.
  • You must have 6+ years of experience in brand management or agency experience leading multiple marketing projects cross-functionally.
  • You will ideally have experience in the brand planning cycle and leading brand goals and initiatives.
  • Ideally you will have experience in spirits, beverage, fast moving consumer goods business, lifestyle brands or at an experiential agency; luxury brand experience preferred.
  • 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.
  • You are a passionate, innovative, and creative marketer and leader eager to put the consumer at the heart of all activities first to achieve results with a commercial lens. You get things done!
  • You are interested in growing as a person and career within marketing. You are always open-minded, ready for feedback and to learn from others, transparent & honest.
  • You need to be ambitious to drive Single Malts to an elevated level of performance.
  • You set the culture for your team and build the path for success for the brand and your team.
  • Ability to adapt to business climate with professional maturity. are interested in growing as a person, always being open-minded, ready for feed-back and to learn from others, transparent

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.