Senior Brand Manager - Agaves

What does a Sr Brand Manager do?

Sr Brand Managers understand the fundamental drivers of brands, business, consumers, customers, partners, and competitors. They lead the development and local adaptation of brand strategy, protecting brand integrity across all marketing initiatives and communications. In this role, you will lead the Agaves portfolio in Mexico (Patrón Core and Premium, Cazadores and Ilegal), connecting consumer insight, brand building and commercial execution to deliver sustainable growth and long-term equity

ABOUT YOU

You are a marketing leader who puts the consumer and the customer at the center of every decision. You combine strategic thinking with strong executional discipline, inspiring teams and agency partners to deliver culturally relevant programs that accelerate both brand equity and commercial performance.

You are comfortable operating in a fast-paced, matrix environment and are trusted to take the lead, use initiative and simplify complexity. You are a strong people leader, coaching and developing a team across the Agaves portfolio. Strong relationships define you, and you build close partnerships across Sales, Trade Marketing and key cross-functional stakeholders—both within and outside Bacardi.

RESPONSIBILITIES - WITH OUR CONSUMER AT THE HEART YOUR KEY FOCUS WILL BE

• Lead the Agaves portfolio agenda in Mexico (Patrón Core and Premium, Cazadores and Ilegal), defining priorities that balance brand building and commercial delivery

• Craft consumer- and customer-led strategies and programs that strengthen brand equity and drive sustainable growth across channels

• Identify trends, opportunities and customer needs, building a short/medium/long-term pipeline to meet business targets

• Lead A&P investment and IAP for Agaves portfolio

• Coordinate and implement marketing strategy, brand plans and activation programmes to deliver strategic goals with executional excellence

• Lead, coach and develop the Agaves marketing team, tracking performance, creating development plans and reporting key metrics

SKILLS - THE SKILLS AND EXPERIENCE NEEDED TO CREATE YOUR LEGACY

• 10+ years of broad marketing experience in consumer goods and or spirits. Relevant experience in Mexico 

• Strong Commercial acumen and the ability to translate great brand strategies into a tangible commercial advantage with a strong understanding of: Channel, price, promotional activity and through-the-line activation 

• Proven experience building premium brands and driving execution, translating consumer insights into programs that win with customers and consumers

• Strong business acumen; understanding of how key functions connect to deliver long-term decisions and results

• Digitally savvy with social media expertise and the capacity to connect people and systems in the delivery of results

• Proven leadership within a matrix organisation, managing multiple stakeholders in a complex environment; demonstrated people leadership and coaching capability

• Bachelor´s degree in Marketing or Business

• Relevant experience in P&L management, sell-in and sell-out, and team leadership

• Spanish native speaker. English bilingual 

PERSONAL QUALITIES – SHARE OUR FOUNDER’S PASSION AND ENTREPRENEURIAL FLAIR

• Globally minded and able to demonstrate cross-cultural understanding and sensitivity 

• Great communication skills and gravitas 

• Socially engaging and confident representing brands in customer and industry environments

• Resilience and ability to deal with ambiguity

• Courage, strong negotiation skills and sound judgement

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.

AI Disclaimer

We recognise that AI tools can be valuable to support you throughout the recruitment process. At Bacardi, we want to get to know you and understand your own experience, capabilities and perspectives during the interview. We therefore ask that you do not use AI assistance during live or pre-recorded interviews. If you use assistive technology or would like us to make any adjustments to the interview process, please let us know. This won't affect your application.