Brand Manager, PATRON (Innovation)

YOUR OPPORTUNITY

YOUR OPPORTUNITY

As a Brand Manager, you are an extension of the PATRÓN Brand Team and will lead the creation of future growth through consumer-centric innovation and culturally relevant brand programs. While your focus is on innovation and multicultural marketing, you will operate as a well-rounded Brand Manager, contributing across the full 360° marketing ecosystem and ensuring consistency across all touchpoints. You will be responsible for developing a robust U.S. innovation pipeline and delivering integrated campaigns that connect with consumers across channels. You will bring ideas to life through the Brand’s Integrated Activity Planning (IAP), ensuring strong go-to-market execution and alignment with overall brand strategy. You will be accountable for unlocking new growth opportunities, strengthening brand equity, and driving growth in brand value share. You will be based in Miami, Florida.

ABOUT YOU

You are an exceptional Brand Builder with a passion for innovation, who brings a well-rounded perspective across the marketing mix. You place consumer insights at the heart of your work, translating them into breakthrough ideas, products, and campaigns. You are creative, curious, and entrepreneurial, while also being commercially grounded and comfortable operating across multiple channels and touchpoints. You thrive on collaboration, building strong partnerships across functions and with external partners, and are motivated to shape end-to-end brand programs that deliver both cultural relevance and commercial impact.

RESPONSIBILITIES:

Unlock Growth Through Innovation – Create consumer-centric innovation

• Lead development of the innovation strategy and pipeline aligned with brand and portfolio growth priorities

• Identify whitespace opportunities grounded in multicultural consumer insights, trends, and unmet needs

• Drive end-to-end innovation process from concept through commercialization, ensuring strong consumer relevance and differentiation

Understand People & Culture – Show empathy and curiosity

• Develop deep understanding of multicultural consumers, cultural dynamics, and emerging trends

• Translate cultural insights into actionable strategies, ensuring the brand authentically connects with diverse audiences

• Identify and embed the brand into relevant cultural moments, communities, and passion points

Impact Culture Through Creativity – Create culture-shaping connections

• Lead development and execution of culturally relevant 360° campaigns across media, experiential, partnerships, PR, and social for our multicultural audience

• Build strategic partnerships that enhance brand relevance and embed PATRÓN within key cultural ecosystems

• Collaborate with media and creative teams to deliver integrated storytelling and culturally resonant communication

Drive Commercial Excellence – Lead bold execution in a fast-moving world

• Develop and execute go-to-market plans for innovations, ensuring strong adoption across consumer and customer touchpoints

• Partner with Commercial, Customer Marketing, and Advocacy teams to deliver integrated, insight-led activation programs

• Ensure all initiatives deliver a win across consumer, customer, & distributor through strong execution and collaboration

Accelerate Business Performance – Act like the brand owner

• Own innovation and program budgets, ensuring efficient allocation and strong ROI delivery

• Define and track success metrics for innovation and multicultural programs, optimizing performance through continuous learning

• Build business cases and evaluate impact of innovation initiatives to drive sustainable growth

SKILLS

• 5+ years of brand building experience with a consumer-first mindset, translating insights into impactful strategies and activations

• Proven ability to develop and execute integrated, 360° marketing programs across multiple touchpoints

• Strong analytical skills with ability to synthesize data (e.g., Nielsen, digital analytics) into actionable recommendations

• Solid financial acumen with experience managing A&P budgets and understanding profit drivers

• Excellent stakeholder management and cross-functional collaboration across Marketing, Commercial, and external partners

• Strong storytelling and communication skills, with the ability to influence senior stakeholders and inspire agency partners

• High level of ownership, agility, and ability to manage multiple priorities in a fast-paced environment

• Strong experience in innovation development, from concept through commercialization and launch

• Deep cultural curiosity and understanding of multicultural audiences, trends, and behaviors

• Ability to translate cultural insights into relevant brand platforms, partnerships, and storytelling

• Experience leading 360° campaigns that integrate media, experiential, PR, and partnerships

• Entrepreneurial mindset with ability to identify whitespace opportunities and drive growth initiatives

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.