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Careers at Bacardi

Vice President, Marketing, Patron, Rest of World & Future Facing Programs

Job Name

Vice President, Marketing, Patron, Rest of World & Future Facing Programs




Hamilton, Bermuda


Marketing - Communication - PR

Reporting Line:

Chief Marketing Officer, Patron & Grey Goose

Job type:

Full time

Lead recruiter:

Lori Block

About the role


This role will be accountable for developing marketing strategy and delivering brand performance targets for 8 lighthouse markets around the globe. You will be creating the legacy of Bacardi at a critical life stage of Patron and driving key decisions that will significantly affect the presence and positioning of one of the most profitable brands in the portfolio. Your ability to manage multiple projects at any given time will be key, as will be your comfort in collaborating and working seamlessly within the matrix, in particular with Regional and Global Marketing teams.


This role is critical to the future of Patron and is for a competitive and action-oriented leader with a proven track record of coaching and developing large teams and knows how to execute across multiple channels. You are ambitious and get excited by big challenges, you are comfortable with dealing with pressure. You will lead agency relationships and need the gravitas to operate at senior levels of the organization, so experience managing and influencing multiple stakeholders will put you in good stead to ensure alignment, understanding and buy-in.  You are passionate about culture and delivering great work that is creative while delivering on the business objectives.


  • Builds deep understanding of target consumer groups, across 8 key lighthouse markets globally, in order to inform robust consumer driven market strategy and programs
  • Working in partnership with all lighthouse markets to drive exponential growth and become a top 5 super premium spirit in every market 
  • Responsible for providing Consumer Insights and Executional input into the Global Strategy and Vision for the Brand
  • Inputs into talent decisions related to key people in the regional brand teams
  • Hands-on leadership of the future facing programmes for Patrón, both strategic and executional. Building fully integrated programs 1-2 years out to ensure full integration of ATL and BTL at key spikes throughout each year
  • Working closely with our North American Team to ensure a constant pipeline of programs 1+ years out
  • Leadership of the Checo/F1 partnership execution and development   
  • Bringing a strong perspective and thought leadership to economic, competitor, consumer and distributor trends and developments
  • Lead and mentor development of a high-performing team

Skills and Experience

  • Solid balance between strategic and visionary thinking but always using data, analytics and facts to support their vision and strategy. 
  • A strong understanding of the commercial aspects of the business across the key variables: Channel, Price, Promotional activity, Through-the-line activation, etc.
  • Highly strategic, analytical, and critical thinker with the ability to approach very complex problems and distil them into simple, powerful strategies
  • Experience in defining Brand Architectures to fit consumer needs and that inform product, packaging innovation pipeline
  • Experience of making big brand impact in culture
  • A proven track record of building brands via digital, social, experiential, influencer, content marketing and strategic media partnership within a large A&P budget
  • Able to navigate and drive buy-in from a large number of stakeholders without compromising his/her own vision and beliefs
  • A proven record of working and thriving in highly stressful environments, deals with ambiguity, can stay calm in high pressure, can absorb adversity and still keep his/her team inspired and motivated
  • Proven ability to create strong value adding relationships across the organization, with agencies and key stakeholders. Very strong executive presence and gravitas

  • International market experience
  • Senior Positions in Marketing and brand building roles with Alcoholic Beverage or Luxury category background is a strong preference
  • Understanding of regulations, industry dynamics and 3 tier distribution system, etc.
  • Understanding of media landscape and relevant legal restrictions to communication and sale of alcohol in markets around the world.
  • Ability to motivate, inspire and lead a large and top grade marketing team as well as ensure that the team has the best possible talent at each level. 
  • Up-to-date knowledge of market trends on the industry and ways to communicate with consumer via all modern media and experiences; good sense of bar trends
  • Curiosity to learn, passion for understanding consumer and being on the leading edge of cultural and consumer trends 
  • Collaborative leader and team player
  • Competitive spirit
  • Demonstrates creative thinking and desire to make things real, to test and learn

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.