GTR - Senior Marketing Manager Agave

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.
• 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.
• 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.
• 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.

• LEADERSHIP AGILITY
• 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.

S. applicants have rights under Federal Employment Laws.

Perks of Working for us

• 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
• Employee Assistance Programs
• Best-in-class, family-friendly, and inclusive leave policies
• Additional Benefits 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.

Join a world-class team.

Recognized by Forbes as one of the World's Best Employers 2025 We are a family-owned spirits company with more than 160 years and seven generations of heritage.

Our portfolio boasts more than 200 brands and labels including icons of today and of tomorrow.

You could be part of this legacy.

At Bacardi we are guided by our 3Fs culture of being Fearless, treating each other like Family, and having a Founders mentality. And have plenty of fun along the way!

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.

BEHAVE LIKE FAMILY

We treat each other, and our communities, like family.

We call each other "Primos" (Spanish for cousins) because being part of the family gives you the support you need to be the best you can be.

THINK LIKE A FOUNDER

The spirit of entrepreneurship is rooted in our legacy. We treat this business as if it was our own. We do the right thing for the business and take accountability for our work.

Bacardi is the world's largest privately-held international spirits company. More than 8,000 people across the globe work toward a common purpose to Make Moments Matter.

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