Bacardi
GTR - Senior Marketing Manager Agave
How your CV stacks up
Upload your CV to see how well it fits this job role
?%
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 programs 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 programs.
- Foster an entrepreneurial, test-and-learn mindset to unlock new growth opportunities across the channel.
Reasons to use Rodeo
Start with a chat, not a search bar
Grad scheme, placement, apprenticeship? Not sure what you want yet — that's fine. Your agent talks it through with you and turns "I have no idea" into a shortlist.
It searches the market for you
Every day your agent scans the market matching roles against what actually matters to you, not just keywords on a CV.
Only hits
No noise. No "maybe this fits." Just roles with a clear explanation of why they're right — and where to focus when applying.
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 programs 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
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 while 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.
Get help with your application
Your very own career expert that helps elevate your application to the next level.
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.
Perks of Working for Us
At Bacardi, we are committed to providing our Primos (employees) with a comprehensive Total Rewards package of compensation, benefits, incentives, allowances, well-being, and much more to meet the needs of themselves and their families. It goes beyond just Cash! The total rewards program is based on pay for performance, whereby the incentive programs are linked to company and individual performance.
Compensation, Paid Time Off & Retirement
- 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.
“It took my CV and asked me questions relevant to understanding what kind of jobs to suggest for me. Suggestions were almost perfect. Jobs were exactly what I’ve been looking for.”
Jessica, London
Skills
Location