Job type
Full time
Lead recruiter
Giulia Aglieri Rinella
Brand Management
Reporting Line
Senior Commercial Director, Incubation
Level of experience
Professional (Management)
Contract type



Accountable for driving the effective seeding and growth of Incubation brands in market
• The champion for Incubation brands; an evangelist for dedicating resource to deliver brand strategy and the plan to deliver growth
• Be the lead in 3rd biggest St Germain BMC
• Lead the development of integrated activity plans and consumer programmes in market, defining the JTBDs and plan required to deliver these
• Managing and protecting A&P budget
• Build effective relationships with key commercial and marketing stakeholders (market & global) to support and ensure plans and resource are aligned to delivering the growth model
• Ensure discipline on pricing and channel strategy
• Inspire and support an entrepreneurial approach that facilitates innovative test & learn initiatives
• Be part of a team ensuring the Incubation strategy is executed with excellence in market


Brand strategy, activation planning & brand communications

·       Lead the creation & communication of local annual (including AVQPAP) and 3Yr marketing/business plan

·       Lead performance review and build the marketing strategy for each Incubation brand, defining the JTBD and developing the activity plans and consumer programmes to deliver this; actively consulting local and Global stakeholders

·       Assign and manage A&P across brand activities, including PR, Social and Digital to deliver commercial and brand targets.  Influence market leads to support A&P proposals, via the IAP, strong matrix engagement and activity M&E

·       Support the execution and adaptation of global brand assets. Working closely with relevant Activation / Customer Marketing teams to ensure activities align to deliver global brand guidelines and messaging

·       Work closely with insights to ensure consumer is at the heart of planning and activation

Lead Business Performance Management

·       Accountable for delivery of performance targets and maximising ROI from A&P and Incubation Activation Managers

·       Constantly evaluate commercial P&L and ensure M&E is in place for all activities and help to identify and codify successful brand growth drivers and to act to resolve gaps and issues via Monthly reporting and QBRs

·       Ensure discipline around implementation of channel and pricing strategy, including sustainable GP/case growth

·       Has a detailed understanding and inputs into S&OP to ensure right forecasts

Generate support for Incubation brands and create a winning team in market

·       Build effective relationships with market commercial leads and stakeholders; influence them to understand and engage with the vision for Incubation brands, maximising resource and targets allocated to Incubation brands in the right channels and enabling them to deliver sustainable long term growth

·       Work closely with the Senior Commercial Director Incubation (and Global brand directors) to ensure the brand strategy is executed in line with the Incubation growth model, brands’ positioning and BVI

·       Keep Global updated on performance and used support from Senior Commercial Director to resolve issues

Inspire and support an entrepreneurial approach, with a combined team of Incubation Activation Manager and Brand Ambassadors to delivery the strategy with excellence. Blending a passion for doing the right thing for the long term with a sense of urgency



·       Commercially confident.  Ability to analyse and use commercial data to support decision making

·       Expertise and track record of effective delivery of all elements of AVQPAP (preferably in super-premium brands)

·       Track record of premium brand guardianship;- and ability to grow brands the right places, in the right way

·       Proven Influencer across a matrix organisation; ability to work across, support and influence local markets

·       Drive for results; constant measurement and management of Business Performance against plan

·       Build a sense of passion and purpose for Incubation within the market commercial and leadership teams

·       Brand management experience; leading or supporting brand strategy development, as well as experience in promotions, digital, events, media etc

·       Degree and/or professional marketing qualifications

·       Fluent command of Italian & English


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.


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

  • 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.


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.


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.