Brand Director, PATRÓN - North America

Bacardi • Miami, FL

28d • Onsite

About The Position

As PATRÓN Brand Director, you will lead 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 role involves translating brand strategy into a 360 commercial plan, focusing on accelerating Reposado, super-charging Cristalino, and promoting El Alto through strong commercial planning, in-culture lead programs (e.g., Sports, Coachella, Grammys), and multicultural marketing. You will manage a team of three direct reports (a Senior Brand Manager and two Brand Managers), requiring strong team leadership and talent development. The position also demands high-level senior stakeholder management, partnering with the Global Marketing Team, Global SVP, and North America Leadership Team. While based in Miami, some travel is necessary to engage with key markets, customers, and agencies. You are a bold and strategic brand leader with a proven track record of building iconic, culturally relevant brands that consumers love and the trade champions. With deep experience in marketing, commercial strategy, and cross-functional leadership, you combine creative flair with commercial rigor. You thrive in dynamic environments, leading high-performing teams, inspiring agencies, and collaborating across functions to deliver business impact. Passionate about consumer-centric strategies, you stay ahead of trends, possess a sharp eye for brand storytelling, and have a strong grasp of advocacy, trade marketing, and digital innovation. You are comfortable in both boardroom and field settings, blending big-picture thinking with a hands-on, executional mindset, and bring energy, curiosity, and an unwavering commitment to excellence.

Requirements

• 10-15 years of experience in brand management roles, ideally within 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.
• Strong capacity to create a culture of ‘Belonging’, where people feel appreciated for who they are, what they do, and who they can become.
• High levels of self-awareness, being reflective and knowing yourself well, understanding both your own strengths and weaknesses and your impact on others.
• Deep ability to understand and relate to people and navigate through 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 in yourself and others.
• Ability to think critically to penetrate complex problems and expand the possibilities by making fresh connections, thinking strategically 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, with a growth and learning mindset: ready to test, stumble, learn and apply from experience.

Nice To Haves

• 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 consumer-centricity.
• Drive the execution of all consumer and customer programs with excellence, developing or working with the global team to develop impactful assets and initiatives for effective local activation.
• Lead a team consisting of a Senior Brand Manager and 2 x Brand Managers, fostering a winning, inspired, and empowered culture within the wider Patron brand team.
• Influence and work with media and PR specialists, as well as senior level commercial leaders, leveraging strong brand, in-culture, commercial, trade experience, and advocacy understanding.
• Work cross-functionally across Sales, Advocacy, Customer Marketing, and Global Brand teams to bring the brands to life and 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 how the brands show up across these platforms.
• Lead in creating brands that are truly admired and desired by consumers, ensuring they stay culturally relevant and on trend, and are loved by the trade.
• Work with a full suite of agencies, inspiring, guiding, and challenging them to deliver groundbreaking, game-changing work.
• Ensure all brand assets developed in the market adhere to Global Brand guidelines and local social responsibility policies and regulations and always follow the Bacardi Marketing Way best practice.

Benefits

• A comprehensive Total Rewards package of compensation, benefits, incentives, allowances, well-being, and much more to meet the needs of themselves and their families.
• 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
• 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: Director
• Number of Employees: 1,001-5,000 employees