AGAVE IN GTR:

Agave is one of the most dynamic and culturally relevant categories in Global Travel Retail, with tequila leading category growth and mezcal emerging as a distinctive future opportunity. Our lead focus is PATRÓN, one of Bacardi’s most important global growth brands, supported by a broader agave portfolio including Cazadores tequila and ILEGAL mezcal.

Success in GTR requires balancing premium brand building with sharp commercial delivery. We create memorable consumer experiences, drive trade-up into aged and prestige tequila, recruit new consumers through liquid-to-lips activations, and build strong customer partnerships across airports, cruise, border stores and emerging travel retail channels.

Our ambition is to strengthen PATRÓN’s leadership, accelerate premiumisation through aged and innovation, build Cazadores as a smart commercial enabler, and seed ILEGAL as a distinctive mezcal opportunity in the right markets. To achieve this, we need entrepreneurial marketers who think like owners, challenge convention and are passionate about building brands that win in culture, at shelf and with consumers.

Please note that this role is required to be based in London. Internal candidates must have an existing right to work in the UK at the time of application, as visa sponsorship is not available for this position.

RESPONSIBILITIES - WITH OUR CONSUMER AT THE HEART YOUR KEY FOCUS WILL BE:

BRAND STRATEGY & ACTIVATION

• Lead the GTR agave marketing strategy, driving growth for PATRÓN while seeding Cazadores  and ILEGAL
• Develop and execute integrated activity plans, activations and consumer programmes aligned to global priorities, customer opportunities and channel needs.
• Build brand desire through impactful consumer experiences, premiumisation, advocacy and innovation-led activations.
• Manage A&P investment and ensure all activity delivers against commercial and brand objectives.
• Partner with Global Brand, Commercial and Customer teams to deliver best-in-class execution across GTR.

BUSINESS PERFORMANCE

• Accountable for delivering revenue, share and profitability targets across the agave portfolio.
• Evaluate performance and ROI, identifying growth drivers and embedding learnings into future plans.
• Support pricing, innovation and customer strategies to drive sustainable long-term growth.
• Balance brand-building ambition with commercial discipline to maximise return on investment.

STAKEHOLDER LEADERSHIP

• Build strong relationships with Global Brand teams, Commercial teams and key customers.
• Act as a champion for agave within GTR, creating alignment behind priorities and investment opportunities.
• Influence stakeholders to ensure GTR needs are reflected in brand plans, innovation and customer programmes.
• Foster an entrepreneurial, test-and-learn mindset to unlock new growth opportunities across the channel.

SKILLS - THE SKILLS AND EXPERIENCE NEEDED TO CREATE YOUR LEGACY:

• Proven brand builder and people leader, with experience developing marketing strategies, leading teams and delivering sustainable growth across brands and channels.
• Strong commercial acumen, with the ability to analyse performance data, manage investment decisions and translate insights into action.
• Experience leading brand planning, activations and consumer programmes across multiple disciplines, including digital, innovation, experiential, media and customer marketing.
• Highly effective influencer and collaborator, able to build strong relationships across Global Brand, Commercial and Customer teams, with excellent communication and presentation skills.
• Experience within premium spirits, FMCG or luxury brands preferred; Global Travel Retail and Agave category experience a strong advantage.
• Degree and/or professional marketing qualifications.
• Fluent English required.

PERSONAL QUALITIES – SHARE OUR FOUNDER’S PASSION AND ENTREPRENEURIAL FLAIR

• Super-premium brand building mindset and passion for premium executions
• Self-motivated, resilient and results-driven, with the ability to thrive in a fast-paced environment and navigate ambiguity.
• A collaborative leader who inspires & develops teams while building strong relationships across functions & customers.
• Commercially curious, with a strong understanding of market dynamics, consumer trends and growth opportunities
• Challenges convention, embraces innovation and combines strategic thinking with a passion for executional excellence.
• High energy, strong accountability and a genuine passion for building brands and delivering long-term business growth.

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