Global Head of Brand Experience, Bacardi

Bacardi; City Of London; Hybrid; GBP 125,000 - 150,000; Full time

Job summary

A leading global beverage company is seeking a Global Head of Brand Experience to shape and lead the experiential vision, connecting physical and digital brand encounters. The role entails defining strategies around Bacardi & Coke applications, collaborating across markets to maximize brand engagement and consumer loyalty. Ideal candidates will have experience in brand marketing and a strong understanding of global market dynamics.

Benefits

Competitive pay package

Comprehensive health benefits

Retirement/Pension Plan

Inclusive leave policies

Qualifications

• Experience in brand marketing, experiential marketing, or trade marketing in the beverage/alcohol or lifestyle sectors.
• Demonstrated success in building branded experiences and cultural partnerships.
• Focus on performance impact with high standards.

Responsibilities

• Define the global experiential strategy and build consumer-centric journeys.
• Create immersive brand encounters that drive consumer loyalty.
• Collaborate with teams across multiple global markets.

Skills

Experience in brand marketing

Experience in experiential marketing

Ability to adapt strategies

Commercial acumen

Global and regional role experience

Learning mentality

Job description

Your Opportunity

The Global Head of Bacardi Brand Experience is responsible for shaping, defining and leading the global experiential vision and playbooks that deliver premium, distinctive, and culturally relevant brand moments / platforms to consumers; in an integrated fashion leveraging in and out-of-trade consistent execution and experiences. Central to this role is leading the drinks experience focused on BACARDI & Coke, not just as a drink but as a Vibe and cultural experience, at the point-of-consumption (bars, restaurants, clubs), in partnerships and events (collaborations, festivals, parties, socializing, etc… ), and at point-of-purchase (retail, e-comm journey, etc… ); as well as the partnership with Coca-Cola on the ARTD portfolio for Bacardi.

The role works across all key markets globally, ensuring strategic consistency and executional excellence while allowing for local flexibility and market-driven adaptation. The goal is to create immersive, memorable brand encounters that drive affinity, trial, and loyalty, wherever our consumers experience us.

Key Responsibilities – WITH OUR CONSUMER AT THE HEART YOUR KEY FOCUS WILL BE

Strategy & Vision

• Define the global experiential strategy and critical platforms that unlock brand recruitment of core target and drive relevance
• For each platform, build consumer-centric journeys and experiences, and connect physical and digital touchpoints
• Lead global planning and alignment with regional and market teams to ensure impact and executional excellence across geographies.

Experiential Platform Development

• Build programs and experiences that drive recruitment and talkability (in partnership with lead market/region), starting with Bacardi & Coke, followed by festivals (Casa Bacardi evolution and cultural experiences), and critical local programs due to specific market conditions / consumer behaviour.
• Establish scalable brand experiences and framework that enhances desirability, trial, and relevance; balancing global consistency with local relevance.

Integrated Out And In-trade Experience Development

• Guarantee on-trade centrality in all platforms; creating toolkits that inspire local excellence in execution (e.g., brand experiences, takeovers, serves, residencies, immersive pop-ups, etc…)
• Lead the development of retail experiences that drive standout presence for the platforms across diverse retail environments and make the discovery easy and inspiring.

Playbooks & Best Practices

• Develop and maintain global toolkits and playbooks that markets can adapt to drive platform relevance, consistency and standards for local market activation.
• Maintain a global library of best practices that inspire local markets and commercial partners.
• Set standards and KPIs for brand experiences globally.
• Serve as the central point of coordination for global-to-local experience implementation.

Cross-Functional & Cross-Market Collaboration

• Partner with Global Brand Teams, Shopper Marketing, Regional / Market Marketing, Innovation, COE’s and Commercial functions across markets.
• Collaborate with external agencies and vendors to develop high-impact culturally relevant experiences.
• Act as a global champion of the drinks experience, ensuring all experiential efforts amplify brand strategy through cocktails and rituals.
• Build strong relationships with key markets for global alignment and capability building.

Bacardi & Coke Global Relationship Management

• Manage the deployment of the Bacardi & Coke RTD GRA. Including market expansion, innovation development and monthly business reporting/tracking.

SKILLS – THE SKILLS AND EXPERIENCE NEEDED TO CREATE YOUR LEGACY

• Experience in brand marketing, experiential marketing, or trade marketing in the beverage/alcohol or lifestyle sectors.
• Experience working across multiple international markets, including high-growth and mature regions.
• Global and regional roles, working through multiple functions and stakeholders
• Demonstrated success in building and implementing branded experiences, cultural partnerships, and especially around drinks relevance and On-Premise influence
• Learning mentality – start, pivot, adjust, execute, learn, adjust – with balance of rigor, risk taking and high standards
• Focus on performance impact – everything in service of brand strategy, growth and market dynamics and targets
• Ability to adapt and retain essence of strategy depending on market stages and competitive / consumer dynamics (unified platforms with right level of market adaptation and executional excellence)
• Commercial acumen with is manifested in platforms that marry creativity with commercial needs and demands

Competencies

Understand People and Culture - Team builder and galvanizer – ability to deliver through and with others not relying on direct reporting structures

Impact Culture through Creativity - Creative development and integrated execution through multiple channels, both physical, digital and cultural.

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

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
• Calm Meditation App subscription (free)
• 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.

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.

[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.]