YOUR CHALLENGE

This is a unique opportunity to shape the future of Patrón and Agave - the fastest-growing spirits category and the #1 strategic priority for the company - as we build towards our Best10 ambition.

You will lead brand building and acceleration across France, including WIKC & HotSpots, and Benelux, building a mix of Cultural, Occasional, and Functional relevance while acting as a key leader for the detailed AVQPAP delivery of the brand. France, as a Lighthouse Market for Patrón, is at the beginning of an exciting journey, offering a real chance to make a tangible impact in one of Europe’s most influential markets.

You will act as the "General Manager" of the brand, being accountable for driving equity, crafting & executing portfolio strategy, delivering profitable financial performance, and ensuring we win market share across key markets in the cluster. You will work in close collaboration with Market/Cluster, Regional, and Global teams.

You will also lead and execute the total Agave portfolio for the cluster, including Ilegal, Cazadores Core & RTD, and Camino Real.

The role is based in Saint-Denis. Fluency in French is a must.

ABOUT YOU

You are a passionate marketer with a deep understanding of premium brand building. With a strategic mindset and entrepreneurial spirit, you bring brands to life through compelling storytelling and impactful consumer engagement.

A natural leader and true team player, you inspire those around you while building strong relationships across all levels of the organization. Open to new ideas, you challenge conventions and navigate ambiguity with ease.

You have strong business acumen, a results-driven approach, and the ability to lead with confidence.

KEY ACCOUNTABILITIES AND RESPONSIBILITIES

Consumer, shopper and customer understanding

• Builds deep understanding of target consumer and shopper groups to inform Brands strategic & operational planning and optimize the deployment of brand assets
• Develops, in partnership with Insights team, a robust situation assessment for the brand in the assigned markets as input into the annual integrated activity planning process
• Supports the regional Innovation Strategy to identify consumer, shopper or customer opportunities in the assigned markets which can be addressed through new product innovation.
• Build strong data driven relationships via audience precision targeting, personalized and adapted experiences to effectively address consumer needs, driving point of differentiation and value for the brand.

Brands strategy, activity planning & brand communication

• Brings the Lighthouse market growth model to life for Patrón in France, steering the cross-functional QBR process, and crafting and implementing long-term brand and portfolio strategies across the West Cluster.
• Leads the creation & communication of local annual integrated activity plans (including AVQPAP) and own execution.
• Leads performance review and build the marketing strategy for each whisky brand, defining the JTBD and developing the activity plans and consumer programmes to deliver this; actively consulting Regional and Global stakeholders
• Assigns and manages A&P across brand activities, including PR, Social and Digital to deliver commercial and brand targets. 
• Supports the execution and adaptation of global brand assets to ensure activities align to deliver global brand guidelines and messaging
• Works closely with insights to ensure “consumer is at the heart “of planning and activation

Business Performance Management:

• Accountable for delivery of Brand performance targets and maximizing ROI from A&P
• 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
• Ensure discipline around implementation of channel and pricing strategy, including sustainable GP/case growth
• Detailed understanding and inputs into S&OP to ensure accurate forecasts, including future product launches and special whisky releases
• Keep Region and Global updated on performance and actions in place.

SKILLS – THE SKILLS AND EXPERIENCE NEEDED TO CREATE YOUR LEGACY

TO BE SUCCESSFUL IN THIS ROLE YOU WILL HAVE/BE:

• Strong Marketing & Brand Building Expertise: preferably within a premium or luxury brand environment gained in international markets. Familiarity with France and knowledge of Le Loi Evin regulations are advantageous.
• Great commercial acumen, analytical & execution skills with the ability to translate brand strategies into a tangible commercial advantage. With a strong understanding of channel, price, promotional activity and through-the-line activation.
• Strong Leadership skills, ability to influence and manage multiple stakeholders in a complex matrix environment across multiple levels within the organization.  Comfortable navigating ambiguity and driving change
• Track record of premium brand guardianship, understanding of premium growth codes and ability to drive the brand in the right places, in the right way. Experience of building brands in the on-trade.
• Strong expertise within digital and influencer marketing. Demonstrated ability to leverage PR, digital channels and in-culture partnerships effectively, while adapting to a highly regulated market.
• Decisiveness in making timely, fearless decisions, focusing the business on the key priorities for the BEST10.
• Digitally savvy with the ability to connect people and systems in the delivery of results
• Languages – Fluency in French & English is a must.

KEY RELATIONSHIPS AND INTERDEPENDENCIES

• Your ability to operate and orchestrate seamlessly within the matrix will be critical for your success in this role and in the function
• Convey strategy and actions to inspire all functions across the business
• Ability to work in close collaboration with CPA, Finance, Legal, Commercial and Category teams
• Adapt and Exchange (reach agreement with): Commercial Leadership, Sales Leadership and Marketing Leadership.
• Influence (affect change) & negotiate with: Global Brand Team, BUDs & Cluster MDs.

   PERSONAL QUALITIES

• 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

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