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Careers at Bacardi

Senior Manager - Digital Marketing, India & SEA

Job Name

Senior Manager - Digital Marketing, India & SEA






Marketing - Communication - PR

Reporting Line:

Head Digital AMEA

Job type:

Full time

Lead recruiter:

Neha Malik

About the role

Your Opportunity

This role is responsible for driving thought leadership as well as execution and while based in the Gurgaon office, some of your time will be spent interacting with the Regional and Country Brand Category teams and local market leads across India and SEA.

As a result, you can expect a fair degree of travel to stay connected to all stakeholders across India, Sri Lanka, Thailand, Philippines, Vietnam, Malaysia, Indonesia and Singapore.

About You 

As the Senior Manager, Digital- India & South East Asia, you will lead digital strategy, content and programs across India and South East Asia (SEA) clusters at a cross-brand level, including communication strategy development and deployment, media connections planning, strategy and distribution, disruptive technology experiences for consumers, development of brand-relevant digital content to increase consumer engagement on our brands, building our 1st Party Data and reactivation strategy, and deliver measurable financial results.

You will be driving the conceptualization, development and execution of best-in-class programs that significantly impact the presence and positioning of the Bacardi brands, building Bacardi’s legacy through Digital channels.


With our Consumer at the heart, your key focus will be:

Category & brand strategy and activity planning
  • Leads connections planning and media connections strategy for brands in India and Southeast Asia based on Bacardi’s Consumer Experience Framework, supported by media agency partners
  • Facilitates the integration into the regional and market specific Integrated Activity Plans (IAPs) of Global Brand and digital strategy, connections, media, and creative assets
  • Strategically partners with brand and market teams to develop plans for digitally led and digitally enabled Brand activities in markets
  • Distils the brand positioning, creative strategy, and communication hierarchy through the digital lens to build the annual digital activity calendar for each brand
  • Recommends threshold budget strategy for key digital activities based on target consumer and brand objectives
Consumer, shopper, and customer understanding
  • Builds deep quantitative and qualitative understanding of digital behaviours and insights of target consumers across India and SEA to decode consumer insights and identify locally relevant and differentiated opportunities for our brands.
  • Leverages digital platforms and tools like social listening, search, Google Trends, influencer monitoring platforms etc. to scan, explore and test consumer insights in partnership with relevant digital/ insights agencies.
  • Builds deep understanding of content and media landscape, emerging technologies, digital CRM and 1st party data, localized communication, and digital platform dynamics and how this varies across key demographics and countries in the region in order to provide strategic guidance to brand and market teams.
  • Cultivates innovation and builds thought-leadership for future-ready shopper engagement in the trade/ linked to digital commerce driving disruptive experiences, frictionless purchase, and drive CRM platforms through touchpoints like QR codes, chatbots, Augmented/ Mixed/ Virtual Reality solutions etc.
  • Demonstrates added value to key customer relationships with creative digital solutions to support footfalls, trials, insights and consumer engagement
  • Consistently tracks trends across consumers, category and the digital industry in general, to embed our brands in culture and stay ahead of the curve.
Integrated brand communication
  • Partners with regional Category Directors, brand teams and PR teams as an expert advisor and thought leader to ensure development and delivery of best in class fully integrated digital communications solutions
  • Partners with customer marketing and relevant commercial leaders on must-win  activations and campaigns led digitally and/or amplified digitally
  • Collaborates with the Digital Commerce team in India & SEA and Global Performance Marketing team to build brand desire connecting to Digital Commerce through content, media, and influencers.
  • Ensures that all campaigns developed follow the Bacardi Way of Growth best practice processes
Performance management
  • Ensures robust measurement and evaluation plan in place on all digital brand activities across key markets
  • Drives efficient utilization of digital budgets across key activities like creative, media, tech, CRM, agency costs and negotiates for the most effective digital programs across our brands and portfolio
  • Collaborates with the Insights team on measuring the impact of high-impact digital-led programs on brand equity and business metrics
  • Partners with the Global Influence, Digital Transformation and Comms teams on regular updates on Influencer best practices and monthly updates on the Influencer Tracker dashboard with agency support
Creating a winning team
  • Supports the functioning of the matrix organization within and between the Regional Consumer Marketing teams, local Customer Marketing and Commercial teams
  • Collaborates and builds thought leadership and long-term relationships with key digital agencies (creative, media, insights, tech) as well as relevant ATL/ BTL agencies building platforms and activations which have digital impact.
  • Serves as a critical sounding board for integrated campaigns with global and regional marketing stakeholders as they develop digitally relevant platforms, positioning, campaigns, and assets targeting India & SEA as priority markets
  • Becomes the go-to person and provides expert advice to regional category teams on India & SEA market on digital media tools and platforms that help drive brand awareness, engagement and maximise impact on consumers
Developing talent & capability
  • Supports implementation of digital learning and development programs for all consumer and customer marketing teams in the Region
  • Supports advocacy programs with Digital training and amplification of advocacy activations
  • Serves as the digital mentor for key business leaders in the India & SEA markets to accelerate their digital learning curve

Skills and Experience

The Skills & Experience needed to create your legacy
  • Expertise in strategic brand and communication planning
  • Experience in Digital Marketing (8-10 years); Creative development, Media planning and Consumer-facing Tech solutions, with media agencies, content networks, creative advertising agencies or major advertisers
  • Proven expertise of merging digital with offline & experiential activations.
  • Understanding complexity of local consumer landscape, different consumer need states and consumer journeys
  • Understanding needs of different consumer mindsets and impact on their relationships with Bacardi products
  • Ability to draw inferences and actionable insights from key datasheets, dashboards and analytics tools
  • Awareness of current trends/ pop culture/ style/ music and sports
  • Possesses a curious mindset about technology, social media, insights and cultural trends- pop culture/ social trends/ music/ fashion/ sports/ F&B
  • Experience across India & South East Asia geographies is preferred
Personal Qualities
  • Self-starter &entrepreneurial mindset
  • Excellent communication skills, actively listens and possesses empathy
  • Team-working and collaboration skills are critical.
  • Proactive, solution-oriented with a can-do attitude
  • Ability to influence key stakeholders and business leaders and build relationships
  • Ability to handle multiple projects and stakeholders spanning geographies
  • Organized and well planned with the capability to break down complexity into simple structures
  • Analytical skills to look at data and analytics to draw inferences and create action plans

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.