Brand Manager, PATRON (Paid Media)

Bacardi; Miami (FL); On-site; USD 90,000 - 130,000; Full time

Benefits offered by this job

Competitive Pay Package

Retirement/Pension Plan

Medical Insurance

Job summary

Bacardi in Miami seeks a Brand Manager to join the PATRÓN Brand Team, shaping how the brand connects with consumers through world-class media planning and the full marketing mix. You will translate brand priorities into impactful, consumer-facing activations and own U.S.

media strategy across paid, owned, and earned channels. You bring a consumer-first mindset with deep media expertise, collaborate across Marketing, Commercial, and agencies, and contribute to holistic brand programs while

Qualifications

• 5+ years of paid media experience across in-house, agency, or CF MG environments.
• Strong brand-building experience with a consumer-first mindset.
• Proven ability to develop and execute integrated, 360° marketing programs.
• Strong analytical skills with ability to translate data into actionable recommendations.
• Solid financial acumen with experience managing seven-figure budgets.

Responsibilities

• Support the Brand team in developing and executing the U.S. media strategy and full-funnel connections plan.
• Coordinate Masterbrand media planning and communications to ensure alignment on priorities and timelines.
• Drive execution of media plans across channels including website, SEO, digital ecosystem, partnerships, and content deployment.
• Manage media agency day-to-day, ensuring high-quality delivery, innovation, and optimization.

Skills

Paid media management

Brand building

Integrated marketing

Analytics

Budget management

Stakeholder collaboration

Storytelling

Multichannel activation

Channel planning

Cross-functional partnership

Job description

[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.]

OPPORTUNITY

As a Brand Manager, you are an extension of the PATRÓN Brand Team and will play a critical role in shaping how the brand connects with consumers through world-class media planning. While you bring deep expertise in media, you will operate as a well-rounded Brand Manager with exposure across the full marketing mix, contributing to broader brand strategy and execution. You will support the development and execution of the U.S. media strategy, translating brand priorities into impactful consumer-facing activations across the full funnel. You will be responsible for delivering media excellence within the Brand’s Integrated Activity Planning (IAP), ensuring all initiatives are executed with precision and aligned to business objectives. You will be accountable for optimizing media performance, driving efficiency, and contributing to brand growth and value share. You will be based in Miami, Florida.

ABOUT YOU

You are an exceptional Brand Builder with a strong media background, who is equally motivated to grow across the broader scope of brand management. You place the consumer at the center of every decision and bring a well-rounded understanding of the marketing mix across channels. You combine creativity with analytical rigor to develop insight-led strategies that deliver measurable impact. You thrive in a collaborative environment, building strong partnerships across Marketing, Commercial, and agency teams, and are eager to contribute beyond media to shape holistic brand programs.

RESPONSIBILITIES

Impact Culture Through Creativity – Create culture-shaping connections

• Support the Brand team in developing and executing the U.S. media strategy and full-funnel connections plan, ensuring the brand shows up consistently and powerfully across all touchpoints
• Support Masterbrand media planning and communications across Marketing, Commercial, and CP&A to ensure alignment on priorities, messaging, and execution timelines
• Drive execution of media plans across channels including website, SEO, digital ecosystem, partnerships, and content deployment
• Manage media agency team day-to-day, ensuring high-quality delivery, innovation, and continuous optimization of media plans

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

• Ensure seamless omnichannel activation across paid, owned, and earned touchpoints, delivering cohesive brand experiences from screen to shelf
• Execute U.S.-only campaigns and central portfolio media buys with excellence, ensuring alignment to commercial priorities and activity plans
• Partner cross-functionally with Customer Marketing and Commercial teams to ensure media plans translate into in-market impact and conversion

Accelerate Business Performance – Act like the brand owner

• Manage media A&P budget, including planning, allocation, reconciliation, and PO governance, ensuring disciplined financial management
• Track, analyze, and optimize media performance through defined KPIs and M&E frameworks (execution, effectiveness, efficiency)
• Lead regular reporting cadence including weekly updates, CP&A connects, and leadership forums, providing clear performance insights and recommendations

Develop Winning Strategies – Create iconic brand and growth strategies

• Translate brand strategy into integrated media architecture across the consumer journey, defining channel roles and investment priorities
• Leverage data, insights, and learnings to continuously refine media strategy and improve effectiveness

Skills

• 5+ years of paid media experience (in-house, agency, CFMG, etc.)
• Strong 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 7 figure 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
• Deep expertise in media strategy, planning, and execution across paid, owned, and earned channels
• Strong understanding of full-funnel media planning, channel roles, and performance optimization
• Experience managing digital ecosystem including website, SEO, and partnerships
• Hands-on experience working with media agencies, including briefing, performance management, and optimization
• Strong knowledge of marketing effectiveness, measurement frameworks, and media KPIs

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.
U.S. applicants have rights under Federal Employment Laws.

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
• 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.