Advocacy Director, North America Miami, FL United States of America Miami, FL ,

As the leader of Advocacy, you will be accountable for accelerating momentum of the Advocacy platform for the Bacardi Portfolio in North America. The Director of On-Premise Trade Advocacy drives brand equity and commercial performance within bars, restaurants, and hospitality venues by building influential relationships. This role partners closely with the Director of Customer Solutions to translate data, insights, and customer segmentation into targeted, high-ROI advocacy strategies. Your ability to combine a strategic business approach while managing multiple projects at any given time will be key, as will be your comfort in working seamlessly within the matrix, in particular with the Consumer Marketing, Brand & Commercial Teams as well as influencing and coaching a diverse team.

About You

You serve as overall leader of the Bacardi NAM advocacy platform, leading a team of passionate primos in the pursuit of brand equity and tangible commercial performance. You will provide subject matter expertise to the Bacardi Marketing teams and Commercial Leadership that allows us to win and drive value growth in the On-Trade.

This role is varied and while based in the Miami office, a percentage of your time will be spent interacting with the field commercial teams, brand teams and agencies. As a result, you can expect to be travelling to stay connected to all stakeholders.

Responsibilities

• Drive results and excellence in execution
• Lead the refinement of the NAM advocacy strategy, that clearly aligns with the best 10 and beyond Bacardi strategy
• Build best-in-class Advocacy programs aimed at winning hearts and minds of the trade and influencer consumers
• Develop strong relationships with key trade leaders, influencers and media to drive positive collaboration with our brands and coverage of our programs.
• Build and clearly communicate tangible and achievable commercial goals for the advocacy primos and agency ambassadors
• Lead the organization in identifying key on premise trends and turning them into actionable insights in partnership with the Director of Customer Solutions
• Act as a consultative partner by identifying opportunities and supporting the Customer Marketing and Commercial Teams to optimize Bacardi’s presence in the On Trade channel
• Responsible for building and executing a “best in class”, education platform for all brands & a uniformed approach to portfolio education
• Support the NAOP Team to deliver education, rate of sale driving initiatives and strategic cocktail development for key national customers
• Work alongside the Prestige Events Team to promote a cohesive approach to brand activations, trade engagements, education and training
• Lead the continuous improvement of Advocacy capabilities to continuously innovate and build best in class ambassadors and programming
• Work with the Brand and commercial leadership teams to deliver internal education and leadership programs which grow our capabilities and inspire passion for our brands and industry
• Create a winning team fostered by a culture of excellence that recognizes and rewards high performance
• Set an inspiring vision and align the team behind challenging targets while creating a passion for winning
• Create a common understanding of team's goals, objectives, timeframes, deliverables, and expected level of performance
• Allocate resources, such as time or budget, for primo and group development
• Build a sense of community across the advocacy team
• Secure the recruitment of top talent for Advocacy leadership roles

Skills & Qualifications

• Bachelor’s degree in Business Management is preferred
• Strong understanding of the Advocacy landscape in North America
• Minimum 10 years of experience working in the On Premise
• Experience in roles related to understanding customer and on trade dynamics
• Experience in strategy development and implementation
• Strong management skills gained through hands‑on line‑management experience
• Experience working with data/insights teams or customer analytics
• Proven ability to translate insights into execution
• Exceptional financial acumen and decision making to achieve results
• Influential and excellent communicator with strong interpersonal skills
• Experience in customer marketing or brand marketing roles (preferred)
• Trade operations experience as a bartender, bar owner or operator/buyer (preferred)
• Strong industry connections in key influential cities (preferred)
• Demonstrated track record of performance and delivery (preferred)

Leadership Agility

• Belonging: Ability to create a culture where people feel appreciated for who they are, what they do, and who they can become
• Self‑Awareness: High levels of self‑awareness, reflective, know strengths and weaknesses and their impact on others
• People Agility: Ability to understand and relate to people and navigate tough situations to harness collective performance
• Results Agility: Consistent delivery of results in first‑time situations by inspiring teams and building confidence
• Mental Agility: Think critically to penetrate complex problems, expand possibilities, and bring creativity to challenges
• Change Agility: Natural curiosity, desire to experiment, and ability to effectively deal with change; growth and learning mindset

Compensation, Paid Time Off & Retirement

• Competitive Pay Package
• Competitive Holiday/Paid Time Off, plus additional days offered (e.g., volunteer day)
• Retirement/Pension Plan
• Medical, Critical Illness, and Life Insurance
• Employee Assistance Programs
• Best‑in‑class, family‑friendly, and inclusive leave policies

Additional Benefits

• Flexible work arrangements (depending on role/office/site location)
• Access to e‑learning platforms and career development programs
• Travel discounts (e.g., hotel and car rental)
• And much more!

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, or any other legally protected aspect of a person's identity.

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