Brand Manager, GTR, Patrón Tequila

Date Posted: Posted30+ days ago

Job Description

Your Opportunity
This is an amazing opportunity to be part of the Global Travel Retail (GTR) marketing team working for the #1 Tequila brand as a Global Brand Manager for Patrón Tequila across all global travel retail channels (airports, airlines and cruises). You will be reporting directly to the Senior Marketing Manager GTR for Vodka and Tequila. Your main role will be to help create a legacy for the brand and to contribute to key decisions that will significantly impact our brand presence and category positioning in GTR. You will be based in London (with flexible working in the office) and expect to travel across our markets.
About You
  • You will be ‘FEARLESS’ and will have an entrepreneurial mindset, constantly looking for opportunities to be creative & identify growth opportunities.
  • You will be ‘FOUNDER’ who will execute innovative brand campaigns that will enable the category to reach greater heights.
  • You will champion our ‘FAMILY’ culture pillar with the ability to understand different cultures and work collaboratively across the matrix.


With our Consumer at the heart, your key focus will be to:
Drive results & excellence in execution
  • Focused on increasing the scale, impact, and quality of marketing activations across GTR for the brand including digital, media and retail promotions
  • Works to step change the consumer experience & impact of GTR activations for Patrón; identifying and implementing ways to increase shopper engagement and brand building impact in all that we do.
  • Support the development of the innovation plan for Tequila in line with financial and brand building targets.
  • Develops compelling Activation Toolkits that translate Global Consumer Brand strategies into high quality executional activations in GTR (specifically enabling high quality merchandising and omni-channel activations across airports, airlines and cruises).
  • Feeds into the adaptation of Global Consumer Brand strategies into compelling GTR Channel Strategies.
  • Toolkit maintenance & development for the brand, with support from the Senior Marketing Manager.
  • Builds Bacardi Value Propositions for GTR that unlock customer support and define how we ‘show up’ to customers.
  • Partners with the Regional Customer and Trade Marketing Managers to assist in planning and delivering their marketing activities with key Customers.
  • Integrates Consumer, Purchaser & Category propositions into compelling GTR channel propositions.
  • Maximizes the value generated in GTR and leverages the Picture of Success initiative to deliver measurable improvements in quality of execution, P&L performance uplifts and positive ROI.
  • Campaign Management throughout the year (i.e. Spring Break, Día de Muertos, Independencia Mexico, etc.). Close partnership with Digital & Content team and Regional Customer Marketing Teams to develop, deliver and evaluate all omnichannel activations.
  • Helps drive the Revenue Growth Management (RGM) agenda in GTR, along with the RGM team, by completing robust analysis and supporting the process of setting pricing and promotional guidelines for Patrón Tequila.
  • Supports commercialization of innovation initiatives – as part of a cross-functional team, bringing both Global and Local Innovation ideas to market through the development of a winning toolkit for NPD sell into customers.
  • Works cross-functionally to monitor the execution of the annual marketing plan, ensuring that markets receive assets in a timely manner.
Business performance management
  • Focused on delivering Global Travel Retail Brand performance targets (revenue, profitability, share, equity, return on investment). Shares accountability with Commercial teams for delivery of Global Travel Retail Brand performance targets (revenue, profitability, share, equity, return on investment).
  • Encourages and supports the measurement and evaluation of over 80% of Gold-Silver-Bronze outlet brand investments in order to identify, codify and roll-out successful Brand growth drivers.
  • Monthly performance analysis, providing performance driving ideas to the Commercial team.
  • Builds & manages GTR global brand marketing spend vs plan to ensure budgets are appropriate and sufficient to deliver strategic goals.
  • Responsible for the global commercial execution of the brand plans and activities. Working with the Senior Marketing Manager to ensure all regions execute and evaluate all strategic activities.
Traveler, shopper and customer understanding
  • Builds a deep understanding of target consumer/shopper groups across key geographies globally.
  • Builds a deep understanding of key GTR customers and channels, in order to understand how we can support customer strategies and how we can develop relevant brand propositions.
Create a winning team
  • Shares and demonstrates best practice across GTR.
  • Demonstrates a strong collaboration between the teams in Global Brand Marketing, GTR Regional Trade Marketing and GTR Regional Commercial/Sales.
  • Always operates with a shared sense of purpose between employees in the GTR global and regional teams.
  • Ensures that learnings across our Global brands is brought into the GTR team and vice versa.
  • Manages agencies to ensure optimum spend effectiveness & the highest quality of work.
  • Drives customer marketing capability and the know-how across the GTR team

Skills and Experience

The Skills & Experience needed to create your legacy
  • At least 4-5 years of relevant experience in a Marketing/Customer Marketing position.
  • Previous experience in omni-channel brand and marketing activation is a must.
  • Experience managing an international FMCG brand including strategic Category Management, Consumer Marketing, Shopper Marketing, Digital and ECommerce, Sales and Channel Strategy, Integrated Business Planning, Revenue Growth Management, Brand/Product Innovation and Media Planning
  • Experience/understanding of handling a brand P&L with good analytical ability and strong commercial acumen
  • Experience in roles related to understanding customer and channel dynamics
  • Experience managing external agency relationships
  • Highly organised with good project management skills, structured thinking and excellence in execution
  • Ability to effectively motivate, inspire and influence a diverse cross-functional team
  • An interest or passion for premium/luxury brands and strong attention to detail would be helpful
  • Fluent English (additional languages is a plus)
Personal Qualities
  • Highly enthusiastic and motivated.
  • 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 and 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.

Our culture

We share the passion and entrepreneurial flair of our founder and are guided by our three culture pillars - Fearless, Family and Founders, they inspire our Primos to be the best they can be and drive us forward in all we do. But what does this mean?

  • Being Fearless; means adopting an agile mindset, being comfortable trying new things and taking risks. We are empowered to question, challenge and innovate.
  • Family; We treat each other, and our communities, like Family. Always.
  • Founders; The spirit of entrepreneurship is at the heart of everything we do. We see the business as if it’s our own. We do the right thing for the business and we all take accountability for our work.

When you join Bacardi, you become part of our family and gain more than just a job.

Disclaimer: Bacardi is an equal opportunity employer that values workforce diversity. Diversity is core to our business: by embedding diversity into all aspects of our culture, we maximize the opportunity to achieve sustainable business success and growth. The duties and responsibilities described in the role profile might not be a comprehensive list.

Related Jobs

Job Detail

  • Job Id
  • Location
  • Company
  • Type
  • Employment Status
  • Positions
  • Career Level
  • Gender

Contact Bacardi

Sponsored by connects jobseekers and recruiters by accurately matching candidate profiles to the relevant job openings through an advanced 2-way matching technology. While most job portals only focus on getting candidates the next job, Shine focuses on the entire career growth of candidates.

Latest Job