Brand Director, PATRÓN - North America

Bacardi • Miami, FL

2d • Hybrid

About The Position

As PATRÓN Brand Director, you will be accountable for leading the development and execution of performance and growth for PATRÓN’s Aged & Prestige portfolio, Sports & Multicultural programming, and all new Innovations for the brand in North America. Your responsibilities include translating brand strategy into a 360 commercial plan and executing three business priorities: Accelerate Reposado, Super-Charge Cristalino, and El Alto. This will be achieved through strong commercial planning and partnership, in-culture lead programs (e.g., Sports, Coachella, Grammys), and accelerating multi-cultural marketing programs. You will manage a team of three direct reports (a SBM and two BMs), requiring strong team leadership and talent development. The role also demands a high level of senior stakeholder management, partnering closely with the Global Marketing Team, the Global SVP, and the North America Leadership Team. While based in Miami, some travel is required for engaging with key markets, customers, and agencies.

Requirements

• 10-15 years of experience in brand management roles, ideally within the U.S. spirits industry.
• 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.
• High levels of self-awareness, reflective, understanding of strengths and weaknesses and impact on others.
• Deep ability to understand and relate to people and navigate tough situations to harness and multiply collective performance.
• Consistent delivery of results in first-time situations by inspiring teams, exhibiting a presence that builds confidence.
• Ability to think critically to penetrate complex problems and expand possibilities by making fresh connections.
• Strategic thinking whilst being execution focused and bringing creativity to challenges.
• Deep natural curiosity, desire to experiment, and ability to effectively deal with the heat of change.
• Growth and learning mindset: ready to test, stumble, learn and apply from experience.

Nice To Haves

• Preferably Director level experience.
• MBA or relevant advanced degree preferred.

Responsibilities

• Responsible for all aspects of go-to-market strategic planning and thought leadership across PATRON’s Aged Variants and Future Innovations, aligning with the IAP process and ensuring the consumer remains central.
• Drive the execution of all consumer and customer programs with excellence, developing or collaborating on impactful assets and initiatives for local activation.
• Lead a team consisting of a Senior Brand Manager and 2 x Brand Managers, fostering a winning, inspired, and empowered culture.
• Influence and work with media and PR specialists, as well as senior-level commercial leaders.
• Work cross-functionally across Sales, Advocacy, Customer Marketing, and Global Brand teams to drive business results.
• 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.
• Unlock the potential of digital and eCommerce channels, leading agencies and internal teams to transform brand presence on these platforms.
• Lead the creation of brands that are admired and desired by consumers, ensuring cultural relevance and trend alignment, and favorability with the trade.
• Inspire, guide, and challenge a full suite of agencies to deliver groundbreaking work.
• Ensure all brand assets adhere to Global Brand guidelines, local social responsibility policies, regulations, and Bacardi Marketing Way best practices.

Benefits

• Competitive Pay Package
• Competitive Holiday/Paid Time Off, plus additional days offered (i.e., volunteer day)
• Retirement/Pension Plan
• Medical, Critical Illness, and Life Insurance
• Employee Assistance Programs
• Best-in-class, family-friendly, and inclusive leave policies

What This Job Offers

• Job Type: Full-time
• Career Level: Senior