YOUR OPPORTUNITY

This is a pivotal, high-impact role responsible for elevating media excellence across Bacardi’s European markets while contributing to the global media agenda.

You will act as both a capability builder and strategic media leader, ensuring European marketing teams are equipped with best-in-class media thinking, tools, governance, partnerships, and measurement approaches.

Approximately 80% of your focus will be on upskilling and enabling European markets, driving consistency and quality of media planning, investment, activation, and measurement across the region. Approximately 20% of your focus will be dedicated to global media leadership, working in close partnership with the Vice President of Media to shape Bacardi’s global media vision, frameworks, agency relationships, and external platform partnerships.

ABOUT YOU

You are an influential media leader who thrives in matrixed organizations and can drive impact without always having direct control over budgets.

You bring a strong blend of strategic thinking, capability building, and relationship leadership, with the credibility to inspire change and elevate performance across diverse markets, brand teams, agencies, and partners.

• At market level: coaching, challenging, and enabling marketing teams to make stronger media decisions.

• At regional level: driving consistency, common standards, and shared learning across Europe.

• At global level: contributing European perspective and leadership to Bacardi’s broader media agenda.

RESPONSIBILITIES

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

EUROPEAN MEDIA CAPABILITY BUILDING

• Lead the development and rollout of media capability frameworks across European markets.

• Upskill European marketing teams on media strategy, planning, activation, innovation, and measurement.

• Embed best practice across paid, owned, earned, digital, performance, commerce, social, and brand-building media.

• Drive adoption of global tools, measurement frameworks, learning agendas, and governance models.

• Act as a trusted advisor to local marketing teams, improving the quality of media thinking and execution.

• Identify capability gaps and build structured training, playbooks, forums, and learning programs to address them.

• Champion a consistent view of “what good looks like” for media across Europe while respecting local market realities.

AGENCY & MEDIA PARTNER LEADERSHIP

• Manage and nurture Bacardi’s media agency relationship across Europe, ensuring a strong, strategic, and high-performing partnership.

• Set clear expectations for agency quality, strategic contribution, effectiveness, innovation, and accountability.

• Drive continuous improvement in agency ways of working, operating models, scopes, outputs, and performance.

• Represent Bacardi externally with key media partners, platforms, publishers, and technology providers.

• Build trusted relationships with major media platforms and partners to unlock innovation, learning, and competitive advantage for Bacardi brands.

GLOBAL MEDIA LEADERSHIP

• Partner with Global Media Leadership to shape Bacardi’s global media strategy, standards, and long-term vision.

• Contribute to global media frameworks, governance, measurement approaches, capability programs, and agency leadership initiatives.

• Act as the European voice in global media discussions, ensuring regional needs, market realities, and learnings are represented.

• Support global initiatives spanning media transformation, effectiveness, innovation, measurement, and external partner engagement.

SKILLS

THE SKILLS AND EXPERIENCE NEEDED TO CREATE YOUR LEGACY

• Significant experience in media strategy, planning, activation, measurement, and leadership, ideally across multiple European markets.

• Proven track record of building media capability across markets, teams, or business units.

• Strong understanding of full-funnel media, including brand-building, performance, digital, social, commerce, programmatic, partnerships, and emerging platforms.

• Deep understanding of media effectiveness and measurement, including MMM, brand lift, campaign testing, attribution, learning agendas, and ROI/ROAS principles.

• Demonstrated experience managing and improving agency relationships at scale.

• Strong external presence and credibility with key media owners, platforms, publishers, and technology partners.

• Ability to operate effectively in a matrixed, regional, and global organization.

• Exceptional influencing skills with senior stakeholders and cross-functional teams, particularly where budget ownership sits elsewhere.

• Strategic thinking combined with executional rigor and the ability to translate complex media topics into simple, actionable guidance.

• Experience in spirits, beverage alcohol, FMCG, luxury, lifestyle, or consumer brand environments preferred.

• Fluent English required; additional European languages are a plus.

WHAT SUCCESS LOOKS LIKE

• European markets demonstrate stronger, more consistent media planning quality and strategic rigor.

• Marketing teams across Europe are more confident, capable, and consistent in how they brief, evaluate, activate, and measure media.

• Global media tools, frameworks, and measurement approaches are adopted and embedded across European markets.

• Bacardi’s agency relationship is viewed as strategic, accountable, collaborative, and value-creating.

• Bacardi is represented externally as a progressive, sophisticated, and attractive partner for key media platforms and partners.

• European insights and needs actively shape Bacardi’s global media agenda in partnership with Global Media Leadership.

PERSONAL QUALITIES
Display strong leadership behaviours such as:

• Growth Catalyst: Creating value for Bacardi, our customers and consumers

• Change Leader: Shaping the enterprise of the future

• Challenge Coach: Using high challenge to deliver excellence and accountability

• Support Coach: Using high support to deliver confidence and empowerment

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