Global Head of Brand Experience, Bacardi London - Shoreditch United Kingdom London - Shoreditch ...
Posted 1 day 19 hours ago by Bacardi-Martini
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- 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.
- 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.
- 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.
- 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.
- 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.
- Manage the deployment of the Bacardi & Coke RTD GRA. Including market expansion, innovation development and monthly business reporting/tracking.
- 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
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.