Digital Marketing

**WHAT WE NEED THE DIGITAL TRANSFORMATION & BRAND COMMUNICATION DIRECTOR TO DO**

Digital Marketing & Brand Communications is a key pillar to help the Latin America & Caribbean region to achieve its long-term growth targets through consumer discovery and love for our brands.You will steward Bacardi´s brands digital transformation & brand comms (digital & traditional media and PR) planning journeys - both in strategic development and implementation of the digital transformation and media plans to deliver ambitious Brand Equity growth targets. The traditional and digital media landscape is vast, and we have a broad portfolio of brands. You will flawlessly prioritize our big bets and where we must win.You will continue to build a digital and brand communication teams, while also collaborating and championing digital capability across Latin America & Caribbean staying connected to Bacardi’s Digital Transformation and Brand Communications agenda.**ABOUT YOU**
- This is your opportunity to leave a global legacy in the spirits industry
- You are a passionate brand builder with brand and/or media agency experience, and a digital specialization, who is passionate in making great things happen
- You are an entrepreneur with a strong ability to balance strategic vision and execution to drive result
- You can influence and build relationships with a wide variety of stakeholders in a matrix organization
- You can build a best-in-class digital team and digital programs and media plans
- You are a doer, taking pride in making great things happen
- You are a team player, a great communicator and can drive a broad group towards a common goal.

**Responsibilities**:
**With our Consumer at the heart, your key focus will be to**:

- Lead the Digital acceleration mission at Bacardi Latin America & Caribbean to ensure we most effectively disrupt consumer journeys in an increasingly omnichannel world and win with customers.
- Make regular assessments of what we are doing in Digital Marketing to identify gaps and low hanging fruit (what & how we should do & what investment choices we make)
- Lead digital transformation and Brand Communications (incl. digital & traditional media and Public Relations) in Latin America & Caribbean, a cross function working group, to ensure we are progressing against our 5 x Digital Job-To-BeDone (JTBDs) with standardized monthly reporting to local Regional Leadership Team.

**#1 Integrated Marketing Excellence & Brand Comms (Paid and Earned Media Working Together)**
- Streamline and better integrate communication disciplines including traditional media, social, on-line video, search, website, data and analytics, content and e-commerce across the consumer and shopper journey.
- Ensure Digital marketing activities are planned with a Consumer Experience Framework (CxF) mindset and thoroughly measured and evaluated with learnings flowing quickly to all primos
- Foster a culture of consumer listening and insight identification through initiatives such as social listening, Google trends
- Support creation & integration of local media and digital media plans by leveraging Region/Global SMEs at Briefing stage and ongoing, offering SME media planning feedback to media agency partners
- Support deployment of best in class Social & Digital Influencer marketing through fixing basics and /or partnering on roll out or supporting Global initiatives like Social Studios
- With the support of a LAC Media & Brand Communication Lead and local brand comms agencies offer guidance and support to each of the cluster marketing teams in the development of their brand communication plans and strategies.

**#2 Digital Capabilities & Culture**
- Run annual training plan in partnership with Region/Global team & platforms like eConsultancy & Bacardi Way of Growth with KPI of #primos upskilled
- Build out series of Digital inspiration sessions with external speakers/agencies
- Coach individual primos to improve performance in Digital skill areas

**#3 Digital Commerce (DC) Alignment with Marketing and Brand Strategic Priorities**
- Ensure full connectivity of DC Lead & marketing teams and the organisation on an ongoing basis, and during annual integrated planning cycle with a focus on developing our pure player & omni channel (digital) customer base
- Support DC and marketing teams to close any local content gaps (either with local partner or with Region/Global support)
- Work with LAC´s DC Head and Cluster Marketing Leads to ensure brand activity alignment (key assets, within brand strategy and objectives), support M&E to enable a one full view of Digital commerce for the LT and to Region/Global

**#4 Leveraging Digital tools & data**
- Partner with Global & Local marketing/sales to ensure ambitious 1PD collect and retarget plans in place across the portfolio
- Identify and enable new opportunities to use Digital technology drive efficiency/effectiveness eg On Trade CRMB2B, better leverage of existing tools (eg Content Hub), t