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Careers at Bacardi

Social Brand Manager, Patron

Job Name

Social Brand Manager, Patron


United States of America


Dallas, TX, Miami, FL


Marketing - Communication - PR

Reporting Line:

Director of Digital Marketing

Job type:

Full time

Lead recruiter:

Jonathan Rodriguez

About the role

Your Opportunity

This position will act as the voice behind all of the Patrón Tequila NAM social media channels. This role requires an experienced digital communicator that will have the opportunity to connect and engage with Patrón Tequila consumers through innovative social media campaigns. 

About You 
  • You are a strategic thinker with a curiosity for social media and you enjoy talking about tequila and premium spirits. 
  • You are a connector with a passion for building partnerships and relationships and have proven experience working in social media at a brand or agency. 
  • You’re not afraid to challenge the status quo, but do so whilst championing our Family culture.


With our Consumer at the heart, your key focus will be to:
  • Own and drive execution of Patrón social strategy for North America, evolving and reacting as needed based on channel and consumer trends and behaviors.
  • Direct and manage agencies to drive the health and performance of Patrón social channels; lead the planning of social content plan with internal stakeholders (PR, Events, etc.) with agency and be the social SME within IAT.
  • Leads and identifies content for multiple social media channels.
  • Manage social and production related budgets.
  • Develops and recommends RFPs, agencies, partners (tech or creative production) as needed to support the brand social strategy
  • Real-time monitoring and activation of all Patrón Spirits social platforms and communities.  
  • Provides insights and analysis for social media content and conversation, works with Director of Digital to develop solid campaigns based on insights. 
  • Keeps the team abreast of emerging social media trends and technology
  • Learn, grow & grasp a strong familiarity with Patrón products, processes, differentiators, spirits guidelines and key industry updates.
  • Set, track and exceed key performance metric objectives across all social channels, by campaign and by platform, including engagement, sentiment, fan growth, influence, etc.
  • Listening tool – track and analyze conversations & sentiment across social channels about key branded equity attributes and marketing initiatives.
  • Route, schedule and tag content within the social tool.
  • Build daily/weekly trends email and weekly analytics snapshots.
  • Build recommendations to improve effectiveness of content creation & publishing
  • Availability for after-hours and weekend monitoring of the Patrón social channels
  • Deep knowledge of paid social practices. Will be responsible for managing paid, targeted and dark placements across platforms, in coordination with agencies. 
  • Review and approve campaign, targeting segments from Agency; set-up tracking for organic and paid social. 

Skills and Experience

The Skills & Experience needed to create your legacy
  • Bachelor’s degree preferred in advertising/marketing, journalism or new media
  • 5+ years dedicated social media experience at a brand or agency.  Strong preference for experience in lifestyle, luxury and/or alcoholic beverages.
  • 3+ years expert experience with social publishing, monitoring and digital campaign tools (e.g., Talkwalker, Hootsuite, Crimson Hexagon, Sprinklr, Facebook Ads, WordPress, Google AdWords, Twitter Promoted Products, Simply Measured, etc.)
  • Demonstrated skill as Community Manager, Blogger or Journalist on behalf of enterprise business.
  • Informed on technology, trends and partners in the digital space.
  • Must have active accounts across key social media sites including, and not limited to, Facebook, Twitter, Instagram, Snapchat, Tumblr, etc. (You will be asked to provide access to accounts you have established and maintained.)
  • Unquenchable curiosity and passion for social media and community building online
  • Superior written and verbal communication skills.  Selected candidates will be asked to perform a real-time writing exercise.
  • Ability to think, plan and execute resourcefully, across multiple tasks.
  • Enjoys talking about Tequila and premium spirits, trends & lifestyle influencers.
  • Strategic thinker and collaborative leader with the ability to manage small to large project teams, influence others and make sound decisions.
  • Proficient analytical and problem solving orientation with clear examples of using data actively for target setting, measurement, ROI analysis and recommendations
  • Emotional and cultural maturity with ability to work internationally, push for results, embrace change and quickly pivot when needed to drive results. 
  • Open-minded individual with flexible, open operating style, and a natural consultative approach who gains the trust and respect of individuals at all levels. 
Personal Qualities
  • A strong sense of style and knack for discovering trends
  • A connector with a passion for building partnerships and relationships
  • A sense of humor and ability to work in fast-paced environment
  • This position will require leadership capabilities and the right person will feel empowered creatively communicate to consumers and make critical decisions on behalf of the brand.
  • The right candidate is capable of managing multiple timelines, vendors, and high-priority projects at once. 
  • This role will have daily interactions with senior stakeholders and requires strategic capabilities, a creative eye and point of view, strong ability to influence and drive decision making, curiosity for the overall content landscape and industry trends, and exceptional collaboration. 
  • Belonging: You have a strong capacity to create a culture of ‘Belonging’, where people feel appreciated for who they are, what they do, and who they can become
  • Self-Awareness: You have high levels of self-awareness, are reflective and know yourself well, understanding both your own strengths and weaknesses and your impact on others
  • People Agility: You bring a deep ability to understand and relate to people and navigate through tough situations to harness and multiply collective performance
  • Results Agility: You demonstrate consistent delivery of results in first-time situations by inspiring teams, exhibiting a presence that builds confidence in yourself and others. 
  • Mental Agility: You can think critically to penetrate complex problems and expand the possibilities by making fresh connections. You think strategically whilst being execution focused and bring creativity to the challenges you’re presented with
  • Change Agility: You have a deep natural curiosity, desire to experiment and ability to effectively deal with the heat of change. You have a growth and learning mindset: ready to test, stumble, learn and apply from experience

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.