Brand Manager, PATRON (Paid Media)

Bacardi-Martini; Miami, Northern (FL, KY); Hybrid; USD 110,000 - 160,000; Full time

Benefits offered by this job

Flexible work arrangements

Travel discounts

Medical, dental, vision insurance

Job summary

Bacardi seeks a Brand Manager to drive the U.S. media strategy for the PATRÓN brand within the full marketing mix. You will translate priorities into consumer-facing activations, optimize media performance, and collaborate across Marketing, Commercial and agency partners to deliver cohesive brand programs.

The role focuses on leading paid media across channels, managing budgets, and delivering measurable impact while aligning with business objectives from a Miami, Florida base.

Qualifications

• 5+ years of paid media experience in-house or agency
• Strong consumer-first brand-building capabilities across channels
• Proven ability to execute integrated, 360° marketing programs

Responsibilities

• Support U.S. media strategy and full-funnel activations
• Lead media planning across channels including website, SEO, partnerships
• Manage media agency team and optimize campaigns
• Track KPIs and provide regular performance reporting
• Translate brand strategy into integrated media architecture across consumer journey

Skills

Paid media

Brand building

Integrated marketing

Analytics

Budget management

Stakeholder management

Job description

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.

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
• Medical, Critical Illness, and Life Insurance
• Employee Assistance Programs
• Best-in-class, family-friendly, and inclusive leave policies

Additional Benefits

• Flexible work arrangements (depending on role/office/site location)
• Access to E-learning Platforms and Career Development programs
• Travel Discounts ( i.e., hotel and car rental)
• And much more!

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.

Be a Part of Our Culture

BE Fearless

We empower our teams to question, challenge and innovate.

This means adopting an agile mindset, being comfortable with trying new things and taking risks, without being reckless.

BEHAVE LIKE Family

We treat each other, and our communities, like family. Always.

We are all ‘Primos’ (Spanish for cousins) at Bacardi. Being part of the family gives you the support you need to be the best you can be.

The spirit of entrepreneurship is at the heart of everything we do.

Everyone at Bacardi sees this business as their own. We do the right thing for the business and take accountability for our work.

Life Inside Bacardi

Be Fearless, act like a Founder.

Follow our Primos on their journey to success. Where did they start and what’s it like to work for Bacardi? You too can be part of our story.

Bacardi is the world's largest privately-held international spirits company. We are a brand-led growth company with over 200 brands and labels. More than 8,000 people across the globe work toward a common purpose to Make Moments Matter. At Bacardi we are guided by our 3Fs culture of being Fearless, treating each other like Family, and having a Founders mentality. And have plenty of fun along the way!

You will hear us refer to each other as a “Primo” which means cousin in Spanish, and it´s our way to referring to employees. It´s also a reminder that we are a family-owned business with Latin heritage since 1862.

Primos are empowered to embrace diversity of thought and a global mindset to grow the Bacardi business and be future fit.

Leadership at Bacardi listen to Primos through pulse surveys, town halls, action team forums and development training sessions.

We get to enjoy social events, brand days, celebrate in trade with customers and have the opportunity to give back to the community through local initiatives like My Inspirit Day. We stand by doing the right thing and foster a culture of wellness and prioritizing Primo wellbeing through impactful resources and initiatives.

If this sounds like a culture you wish to join, check out our current opportunities.

How can I stay on top of the latest Bacardi news?

Our Global headquarters is based in Bermuda. Our Regional headquarters are Amsterdam for Europe & Latin America & the Caribbean; Dubai for Asia, Middle East & Africa and Coral Gables for North America. For Global Marketing, our teams are based in London, UK. In addition, we have offices, distilleries, production sites and brand homes around the world.

What careers are possible at Bacardi?

Our portfolio boasts more than 200 brands and labels and we sell in more than 160 markets. That global scale offers opportunities across functions and markets. From those who craft and produce our brands to those who market and sell them to everything in between.We also have opportunities across levels of experience from those who are starting their professional career (and are of local legal drinking age) to those who have decades of experience under their belt.