Brand Manager, PATRON (Paid Media)

About this role

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

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