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Careers at Bacardi

Vice President, Agave Strategy & Future Facing Programmes

Job Name

Vice President, Agave Strategy & Future Facing Programmes




Hamilton, Bermuda


Marketing - Communication - PR

Reporting Line:

CMO Grey Goose & Patron

Job type:

Full time

Lead recruiter:

Elizabeth Dixon

About the role

Your Opportunity

Make an enduring impact at Bacardi by delivering strategic and executional programmes, breakthrough innovation and partnerships for our incredible Tequila portfolio – specifically Patrón and Cazadores brands at a global level.

About You

You have a strong bias for action and know how to balance a sense of urgency with an eye on the long term in a way that enables you to demonstrate a relentless focus on enabling the delivery of business results. 
You have strong functional expertise but are defined by your commercial savvy and ability to understand short and long-term business needs
You have a global mindset and can lead and inspire your team and the organization to deliver performance, growth, and transformational change 
You are a great team player and team builder, are not afraid to challenge and are defined by both your authenticity and transparency.


With our Consumer at the heart, your key focus will be:
  • Delivery of the long-term strategic fundamentals (i.e. Purpose, Tone of voice, Brand world), Innovation Architecture including breakthrough future innovation and exploitation of existing under-exploited marques such as Aged, Roca, etc. (It is critical that all the fundamentals are evolved regularly to ensure leading edge relevance). 
  • Building fully integrated programmes 1-2 years out. This will ensure full integration of ATL and BTL at key spikes throughout the year. 
  • Working closely with the VP Patrón/Cazadores, North America and operating as a key stakeholder into the development of brand strategy plans.
  • The development of future facing partnerships to drive cultural relevance, equity and recruitment.
  • Leading the development of the growth drivers for stage-1 markets outside of North America
  • Leading, inspiring and guiding the development and brilliant performance of your team: 
    • 1 Marketing Director - Future Facing Programmes (for existing marques)
    • 1 Innovation Director
    • 1 Marketing Director, stage-1 Mexico (plus future facing programmes)
    • 1 Marketing Director stage 1 markets (plus future facing programmes)
    • 1 Culture and Influence Director 
    • 1 Social/Digital Manager 
  • Bringing a strong perspective and thought leadership to economic, competitor, consumer and distributor trends and developments

Skills and Experience

The Skills & Experience needed to create your legacy
  • You will have an exemplary history of success in global brands and have gained knowledge of brand strategy, development of brand plans, and preferably industry experience. 
  • Strong experience with multi-market and developed, emerging market dynamics and managing the complexity of each. 
  • Global volume consumer goods & drinks experience preferred with spirits experience highly desirable. Experience with innovation brands a plus.  
  • Ability to build strong trusting partnerships across all stakeholders, systems and networks to ensure seamless, urgent responsiveness and crisis management.  
  • A depth of leadership experience with the ability to develop and inspire teams to raise the bar on their performance across multiple cultures, across all levels and in diverse geographies.  
  • Earlier in your career you will have had on-the-ground experience and time ‘in the market’ and / or front-line marketing roles.  
  • Strong commercial acumen and demonstrated understanding of the levers that drive business performance and consumer behaviour in addition to being adept at developing and managing budgets.  
  • Strong experience strategically leading sizable teams (both direct and through the matrix).  
  • Strong understanding and demonstrated success in embedding future facing programmes.  
  • Experience in innovation a plus.  
  • Language skills: Fluent English with Spanish being desirable.   
Personal Qualities

  • Create a culture of belonging where people feel appreciated for who they are, what they do and who they can become. 
  • Are a strong leader with the ability to nurture, develop and inspire talent.
  • Are an independent thought leader who isn’t afraid to question and always brings a robust point of view to the table. 
  • Are commercially minded, ask the right questions and demonstrate relentless curiosity in order to protect and grow the business and deeply interested in both internal and external trends and insights.  
  • Have passion and fire, always working with a sense of urgency and have the ‘non-hierarchical’ gravitas to push through and deliver results. 
  • Are confident without being arrogant and have the backbone to have tough discussions when you need to. 
  • Demonstrate resilience and tenacity in the face of critical business challenges. 
  • Are comfortable navigating ambiguity to deliver results. 
  • Are highly skilled at ‘managing the matrix’, relationships and hierarchy and you do this by nurturing your networks, building deep trusting relationships, at all times operating with authenticity and transparency. 
  • Are a great strategic thinker with the ability to anticipate change the that needs to be managed across the next 5 years

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.