Brand Manager – PATRÓN

Join to apply for the Brand Manager – PATRÓN role at Bacardi

[Please note this is a Direct Search led by Bacardi, Applications from agencies will not be accepted nor will fees be paid for unsolicited CVs.]

As a Brand Manager, you are an extension of the Brand Team and will lead your brand’s legacy by delivering impactful consumer‑facing activities and targets for PATRÓN in North America. You will be responsible for planning and execution of consumer programs outlined in the “Jobs to be Done” of the Brand’s Integrated Activity Planning (IAP). You will be accountable for delivering brand performance targets and the increase of brand value share.

You are an exceptional Brand Builder who places consumer insights at the heart of your work. You create inspiring and innovative brand campaigns that push the boundaries, delivering commercial growth and nurturing long‑term brand equity. You are motivated to build close partnerships across functions sharing innovative ways of working.

• Impact Culture Through Creativity – Create culture‑shaping connections
  • Lead the development and execution of large‑scale experiential activations and partnerships, from music festivals to our heritage cultural moments, ensuring every touchpoint reflects the brand’s ethos and visual identity (BVI).
  • Oversee the planning, execution, and post‑analysis of all experiential brand activations, serving as the on‑site brand lead to ensure world‑class delivery and consistency with brand strategy.
  • Partner with local commercial teams to activate consumer programs in‑market and ensure alignment with Customer Marketing and national priorities.
  • Collaborate with the Media, PR, and Social teams to develop integrated storytelling frameworks that maximize earned, owned, and paid visibility from music and experiential moments.
  • Manage creative agency and production partners to deliver high‑impact content that extends brand experiences beyond physical events and fuels ongoing consumer engagement.
  • Identify and cultivate new partnership opportunities that drive relevance with our target consumer, integrating music, culture, and community to strengthen brand affinity.
• Develop Winning Strategies – Create iconic brand and growth strategies
  • Lead all in‑market Brand Integrated Activity Plans (IAP) of consumer‑facing activities collaborating with multiple stakeholders such as Customer Marketing, Advocacy, Commercial, and external partners/agencies to deliver with excellence.
  • Partner with Consumer and Commercial Insights team to understand target local consumers and situation assessments for the brand to customize local activities and develop new strategies and tactics that provide the brand with a competitive advantage.
• Accelerate Business Performance – Act like a brand owner
  • Own and manage the brand marketing budget, ensuring strategic allocation of resources across experiential, media, content, and partnership initiatives to maximize impact and return on investment.
  • Champion fiscal discipline and accountability across all initiatives while identifying bold, high‑return opportunities to elevate the brand.
  • Strategic arm to the Assistant Brand Manager by providing support and direction in overcoming obstacles to deliver executional excellence of brand plans.
  • Manage and optimize an A&P budget assigned to you and place bold bets on activities that minimize costs but optimize return on investments working closely with Consumer Insights to ensure we measure and evaluate the performance of brand activities.

This role develops and applies key marketing competencies that are critical to creating a brand impact and business growth:

• Develop Winning Strategies – Create iconic brand and growth strategies
• Accelerate Business Performance – Act like the brand owner
• Impact Culture Through Creativity – Create culture‑shaping connections

• Understand People & Culture – Show empathy and curiosity
• Unlock Growth Through Innovation – Create consumer‑centric innovation
• Drive Commercial Excellence – Lead bold execution in a fast‑moving world
• Master Luxury Marketing – Understand the world of luxury

• Bache…