The posting
YOUR OPPORTUNITY:
As PATRÓN Brand Director you will be accountable for leading the development and execution of the performance and growth for PATRÓN’s Aged & Prestige portfolio, Sports & Multicultural programming and all new Innovations for the brand in North America. Within your remit, you will be responsible for translating brand strategy into 360 commercial plan and execution of 3 business priorities: Accelerate Reposado, Super-Charge Cristalino, and El Alto. You will do this through strong commercial planning and partnership, in-culture lead programs (e.g., Sports, Coachella, Grammys etc.) and accelerating our multi-cultural marketing programs.
You will manage a team of two direct reports, including a SBM and a BM, so strong team leadership and talent development is imperative. This role also requires a high-level of senior stakeholder management, partnering closely with the Global Marketing Team, the Global SVP, and the North America Leadership Team.
While the role is based in Miami, some travel will be required to engage with key markets, customers, and agencies.
ABOUT YOU:
You are a bold and strategic brand leader with a proven track record of building iconic, culturally relevant brands that consumers love and the trade champions. With deep experience in marketing, commercial strategy, and cross-functional leadership, you bring both creative flair and commercial rigor to everything you do. You thrive in dynamic environments, where you can lead high-performing teams, inspire agencies, and collaborate across functions to deliver business impact.
Passionate about driving consumer-centric strategies, you’re always one step ahead of trends, with a sharp eye for brand storytelling and a strong grasp of advocacy, trade marketing, and digital innovation. You’re equally comfortable in the boardroom and in the field, combining big-picture thinking with a hands-on, executional mindset. Above all, you bring energy, curiosity, and an unwavering commitment to excellence in everything you do.
RESPONSIBILITIES - WITH OUR CONSUMER AT THE HEART YOUR KEY FOCUS WILL BE
- DEVELOP WINNING STRATEGIES: You will be responsible for all aspects of go to market strategic planning and thought leadership across PATRON’s Aged Variants and Future Innovations. This includes aligning with the IAP process and ensuring the consumer remains at the heart of everything we do. You will drive the execution of all consumer and customer programs with excellence, developing, or working with the global team to develop, impactful assets and initiatives to enable effective local activation for your brands.
- LEADERSHIP & TALENT DEVELOPMENT: You will lead a team consisting of a Senior Brand Manager and 2 x Brand Managers. Your role is to create a winning, inspired, and empowered culture within the wider Patron brand team. With strong brand, in culture, commercial, and trade experience, and a solid understanding of advocacy, you will not only lead your direct reports, but also influence and work with media and PR specialists, as well as senior level commercial leaders.
- DRIVE COMMERCIAL EXCELLENCE: You will work cross-functionally across Sales, Advocacy, Customer Marketing, and Global Brand teams to bring the brands to live and drive business results. You will champion the portfolio across the NAM business, inspiring internal excitement and ensuring brand integration into key market plans, with full ownership of delivering commercial and financial goals.
- ACCELERATE BUSINESS PERFORMANCE THROUGH DIGITAL & OMMINCHANNEL: You will unlock the potential of digital, and eCommerce channels, leading agencies and internal teams to transform how the brands show up across these platforms.
- IMPACT CULTURE THROUGH CREATIVY: Constantly curious about staying ahead of trends and culture you will lead the crowd in creating brands that are truly admired and desired by consumers, ensuring they stay culturally relevant and on trends as well as loved by the trade.
- You will work with a full suite of agencies, inspiring, guiding, and challenging them to deliver groundbreaking, game-changing work that unlocks the full potential of our brands.
- You will ensure all brand assets developed in the market adhere to Global Brand guidelines and local social responsibility policies and regulations and always follow the Bacardi Marketing Way best practice
SKILLS AND EXPERIENCE:
- 10-15 years of experience in brand management roles, ideally within U.S. spirits industry, and preferably Director level experience.
- Proven ability to lead both brand creative development and data-driven analysis, including ROI evaluation on sales and marketing initiatives.
- Deep-rooted curiosity and passion for the trade, with hands-on experience building brands across various channels, levels, and life stages
- Strong influencing and leadership skills, with the ability to inspire teams, shape business decisions, and drive change across the NAM organization
- Bachelor's degree in Marketing, Business, or a related field required; MBA or relevant advanced degree preferred
LEADERSHIP AGILITY
At Bacardi we care deeply about finding brilliant talent who can bring the following personal attributes to help elevate our 3Fs: Fearless, Family, Founder culture to the next level.
- 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
Disclaimer: Bacardi seeks talent from all backgrounds to bring diversity of thought, agility and capability to our organization across the globe. We promote a working environment where all employees are treated and rewarded fairly. We do not tolerate any form of discrimination that adversely affects individuals or groups on the basis of national origin, race, color, religion, sex, gender, sexual orientation, marital status, disability, age, and any other legally protected aspect of a person’s identity.
U.S. applicants have rights under Federal Employment Laws.
Perks of Working for us
At Bacardi, we are committed to providing our Primos (employees) with a comprehensive Total Rewards package of compensation, benefits, incentives, allowances, well-being, and much more to meet the needs of themselves and their families. It goes beyond just Cash! The total rewards program is based on pay for performance, whereby the incentive programs are linked to company and individual performance.
Compensation, Paid Time Off & Retirement:
- Competitive Pay Package
- Competitive Holiday/Paid Time Off, plus additional days offered ( i.e., volunteer day, allowing you to give back to the community)
- Retirement/Pension Plan
Health & Wellbeing
- Medical, Critical Illness, and Life Insurance
- Employee Assistance Programs
- Best-in-class, family-friendly, and inclusive leave policies
Additional Benefits
The benefits /perks may vary depending on the nature of your employment with Bacardi, your work location, and are subject to change.
Some benefits may be subject to an employee contribution.
Some benefits may be fully or partially subsidized. Incentive plans are linked to the nature of your employment and can vary based on region, market, function or brand.
