Brand Manager

What does a Brand Manager do?

Brand Managers understand the fundamental drivers of brands, business, consumers, customers, partners and competitors. They lead the local brand strategy and annual planning for their scope, protecting brand integrity across marketing initiatives and communications. In this role, you will lead Patrón in Mexico, with accountability for brand strategy, investment priorities, commercial performance and the development of the supporting brand team, strengthening consideration, trial and premiumization within the Patrón portfolio.

ABOUT YOU

You are a marketing leader who puts the consumer and customer at the center of every decision. You combine strategic thinking with strong executional discipline, turning premium brand equity into culturally relevant programs and measurable commercial results. You are comfortable leading the agenda in a matrix environment, and aligning Sales, Customer Marketing, Finance, Insights, agencies and global brand partners.

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

• Own the annual Patrón strategy and brand plan in Mexico, translating portfolio and global direction into clear consumer, customer and channel priorities.
• Build relevance, consideration and trial through culturally meaningful programs, premium experiences, advocacy and excellence at key moments of choice.
• Lead Integrated Activity Planning (IAP) and own the approved A&P envelope, making investment choices and optimizing return on investment.
• Own brand performance, identifying growth barriers and opportunities and recommending corrective actions across channels.
• Lead, coach and develop the Brand Assistant supporting Patrón, setting priorities, managing performance and creating development plans.
• Align cross-functional and global stakeholders to deliver the annual plan with executional excellence and report key brand, commercial and investment metrics.

SKILLS - THE SKILLS AND EXPERIENCE NEEDED TO CREATE YOUR LEGAC

• 7+ years of broad marketing experience in consumer goods and/or spirits, with relevant experience in Mexico.
• Proven experience building premium brands and translating consumer insight into programs that drive equity and commercial performance.
• Strong commercial and financial acumen, including channel, price, promotional activity, A&P stewardship and ROI evaluation.
• Experience leading annual brand planning and influencing local, regional and global stakeholders in a matrix organisation.
• Demonstrated people leadership, performance management and coaching capability.
• Digitally savvy, with experience across social, content, advocacy and through-the-line activation.
• Bachelor’s degree in Marketing or Business. Spanish native speaker and bilingual English.

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.