Bacardi-Martini Ltd

Director, Brand, Grey Goose Vodka


About the role

Bacardi seeks a Brand Director for Grey Goose vodka, the world's leading super premium vodka. This position will actively manage all creative globally to ensure flawless execution and brand consistency across a range of touch points.

Essential Functions:

This role is for an action-oriented leader, not a delegator, who knows how to execute creative globally across multiple channels including traditional media, digital and video communications, influencer activations and partnerships.

You will lead agency relationships and need the gravitas to operate at senior levels of the organization, so experience managing and influencing multiple stakeholders will put you in good stead to ensure alignment, understanding and buy-in. You are passionate about culture and delivering great work that is creative while delivering on the business objectives.

The location of this role is flexible; you can be based in New York or Bermuda and will spend significant time at our HQ in Bermuda, agencies in LA and brand teams in Miami and other local markets.

Key accountabilities and responsibilities

Integrated Brand communication

  • Responsible for executing and producing global communication ideas for Grey Goose, overseeing end-to-end production for global, multi-channel output across traditional ATL, e-commerce, social, digital, etc.

  • Responsible for liaising with Bacardi global legal teams to ensure creative and assets are globally compliant

  • Brief internal and external teams to deliver on brand projects and campaigns

  • Lead communications with internal stakeholders, updating on status and progress of projects and proactively communicating with cross functional teams to ensure seamless delivery, alignment and efficiency

  • Lead toolkit creation to deploy brand platform, key tentpole campaigns and assets to global markets, including attending photo shoots, reviewing copy, creative

  • Liaise with global regional leads to ensure campaigns work globally and flex to local markets to fulfill local tactical plans

  • Develop the marketing communication & connections strategy and planning

  • Day to day point of contact for lead agency partners

  • Acts as brand steward, guiding markets and stakeholders - a creative and strategic sounding board per global brand positioning and BVI

  • Integration with digital and social teams to ensure on brand content and creative

  • Supports media planning, creative mapping and measurement with broader team

  • Works with and reviews creative from all functions including digital, social, ATL, promotions, experiential to ensure on brand content

  • Works with VP, brand on overall brand strategies, creative platform and communication plans

Consumer understanding

  • Develops a deep understanding of the consumer and how to translate that into relevant communications

  • Establishes a constant learning process around competitor's creative, communications assets and strategies

  • Leverages key brand tracker learnings as well as support bespoke research efforts to implement communications that build on target market insights to unlock growth

  • Business performance management

  • Delivering flawless execution across touchpoints globally

  • Connects marketing communications to business objectives

  • Proactively brings new creative and media ideas to the organization to engage target

  • Accountable for maximizing production budgets, highly efficient in budget and scope management

Measures of success

  • Creative cohesion across touchpoints that engages target and delivers on brand messaging

  • Great relationships with key markets, flexing from global to local scale

  • High performing agency relationships

  • Delivering great execution on time and on budget

  • Desired Qualifications

  • Bachelors degree in marketing or related field

  • Experience managing a lifestyle brand preferred

  • Proven ability to think strategically, understand the big picture but not be afraid to get hands dirty and approach projects in a collaborative manner

  • Strong writing ability, excellent communication and presentation skills

  • Proven success in stakeholder management

  • Ability to travel 50%

Critical experiences for success

  • Strong leadership & communication skills, able to inspire internal and agency teams

  • Ability to manage key stakeholders across the Bacardi business

  • An independent operator, with a proven track record of producing and executing world class integrated communications

  • Expert in integrated production across channels, you'll be exceptionally detail oriented and highly organised

  • Experience of developing marketing communications campaigns that deliver commercial growth and able to prove the effectiveness of all marketing communications assets

  • Capable of working across geographies

  • Able to act and think in an agile, flexible way, obsessed about detail and execution

  • Inspiring, cultural ambassador for their brand

  • Must be flexible and willing to travel 50%

Our ways of working

Our family legacy has positively influenced our ways of working and has shaped the values to which our employees aspire. We're caring, like a family, and not only internally, but also in the wider communities in which we operate. This is demonstrated by our commitment to both act responsibly and promote the choice to drink responsibly. We trust one another, and through that trust are able to forge strong teams and networks that empower our matrix organization structure. We're passionate, reflecting our Latin heritage, and this means that we commit more than just time to our work: we commit energy, heart and soul. We are dedicated to being a role model in our industry, and we approach everything we do with Integrity First. Together, our values help us create what we're most proud of: our True Heart and Winning Spirit - both in our home markets and across the world.

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