Your Opportunity

The Global Head of Bacardi Brand Experience is responsible for shaping, defining and leading the global experiential vision and playbooks that deliver premium, distinctive, and culturally relevant brand moments / platforms to consumers; in an integrated fashion leveraging in and out-of-trade consistent execution and experiences. Central to this role is leading the drinks experience focused on BACARDI & Coke, not just as a drink but as a Vibe and cultural experience, at the point-of-consumption (bars, restaurants, clubs), in partnerships and events (collaborations, festivals, parties, socializing, etc…), and at point-of-purchase (retail, e-comm journey, etc…); as well as the partnership with Coca-Cola on the ARTD portfolio for Bacardi.

The role works across all key markets globally, ensuring strategic consistency and executional excellence while allowing for local flexibility and market-driven adaptation. The goal is to create immersive, memorable brand encounters that drive affinity, trial, and loyalty, wherever our consumers experience us.

Key Responsibilities – WITH OUR CONSUMER AT THE HEART YOUR KEY FOCUS WILL BE

Strategy & Vision

• Define the global experiential strategy and critical platforms that unlock brand recruitment of core target and drive relevance
• For each platform, build consumer-centric journeys and experiences, and connect physical and digital touchpoints
• Lead global planning and alignment with regional and market teams to ensure impact and executional excellence across geographies.

Experiential Platform Development

• Build programs and experiences that drive recruitment and talkability (in partnership with lead market/region), starting with Bacardi & Coke, followed by festivals (Casa Bacardi evolution and cultural experiences), and critical local programs due to specific market conditions / consumer behaviour.
• Establish scalable brand experiences and framework that enhances desirability, trial, and relevance; balancing global consistency with local relevance.

Integrated Out and In-trade Experience Development

• Guarantee on-trade centrality in all platforms; creating toolkits that inspire local excellence in execution (e.g., brand experiences, takeovers, serves, residencies, immersive pop-ups, etc…)
• Lead the development of retail experiences that drive standout presence for the platforms across diverse retail environments and make the discovery easy and inspiring.

Playbooks & Best Practices

• Develop and maintain global toolkits and playbooks that markets can adapt to drive platform relevance, consistency and standards for local market activation.
• Maintain a global library of best practices that inspire local markets and commercial partners.
• Set standards and KPIs for brand experiences globally.

• Serve as the central point of coordination for global-to-local experience implementation.

Cross-Functional & Cross-Market Collaboration

• Partner with Global Brand Teams, Shopper Marketing, Regional / Market Marketing, Innovation, COE’s and Commercial functions across markets.
• Collaborate with external agencies and vendors to develop high-impact culturally relevant experiences.
• Act as a global champion of the drinks experience, ensuring all experiential efforts amplify brand strategy through cocktails and rituals.
• Build strong relationships with key markets for global alignment and capability building.

Bacardi & Coke Global Relationship Management

• Manage the deployment of the Bacardi & Coke RTD GRA. Including market expansion, innovation development and monthly business reporting/tracking.

SKILLS – THE SKILLS AND EXPERIENCE NEEDED TO CREATE YOUR LEGACY

• Experience in brand marketing, experiential marketing, or trade marketing in the beverage/alcohol or lifestyle sectors.
• Experience working across multiple international markets, including high-growth and mature regions.
• Global and regional roles, working through multiple functions and stakeholders
• Demonstrated success in building and implementing branded experiences, cultural partnerships, and especially around drinks relevance and On-Premise influence
• Learning mentality – start, pivot, adjust, execute, learn, adjust – with balance of rigor, risk taking and high standards
• Focus on performance impact – everything in service of brand strategy, growth and market dynamics and targets
• Ability to adapt and retain essence of strategy depending on market stages and competitive / consumer dynamics (unified platforms with right level of market adaptation and executional excellence)
• Commercial acumen with is manifested in platforms that marry creativity with commercial needs and demands

Competencies

Understand People and Culture - Team builder and galvanizer – ability to deliver through and with others not relying on direct reporting structures

Impact Culture through Creativity - Creative development and integrated execution through multiple channels, both physical, digital and cultural.

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