Casa Bacardi Brand Home General Manager

YOUR OPPORTUNITY

YOUR OPPORTUNITY

As the Casa BACARDÍ Brand Home General Manager, you will be the senior business leader responsible for the strategy, performance and long-term development of Casa BACARDÍ Puerto Rico. You will lead the Brand Home leadership team and drive commercial growth, financial performance, operational excellence and an exceptional consumer experience. You will lead the strategic development agenda, identify new business opportunities and partnerships, and ensure Casa BACARDÍ continues to evolve as a leading consumer, tourism, trade and brand experience destination.

This is a highly visible leadership role with significant autonomy and the opportunity to influence both the Puerto Rico business and the broader Global Brand Homes network.

RESPONSIBILITIES - WITH OUR CONSUMER AT THE HEART YOUR KEY FOCUS WILL BE:

1.Business Strategy and Leadership

• Own and lead the development and execution of the Casa BACARDÍ long-term strategy, including the 3-year development plan and strategic vision for the Brand Home.
• Translate global Brand Home, brand and company priorities into a clear Puerto Rico business strategy, ensuring alignment while adapting to local consumer, tourism, trade and market opportunities.
• Establish strategic priorities and business objectives for the Brand Home and ensure effective execution through the leadership team.
• Identify emerging consumer, hospitality, tourism and technology trends and translate them into opportunities to strengthen the Brand Home proposition and business model.
• Influence and contribute to the broader Global Brand Homes strategy through market insights, performance results, innovation and best practices developed in Puerto Rico.
• Lead the continuous evolution of Casa BACARDÍ as a strategic consumer, trade advocacy, tourism and brand experience destination.
• Ensure strategic priorities are translated into clear business plans, resource requirements, performance measures and accountabilities.

2.Business and Financial Performance

• Own accountability for the overall business and financial performance of Casa BACARDÍ within the approved business framework.
• Establish and deliver annual revenue, profitability, operating and performance objectives.
• Identify, develop and implement new revenue streams, partnerships, experiences and business opportunities to support sustainable growth.
• Optimize resources and investments to maximize business impact and return on investment.
• Lead the development and execution of annual financial plans, including operating expenses, A&P, investments and other Brand Home expenditures.
• Monitor financial performance against plan and proactively identify opportunities, risks and corrective actions.
• Ensure disciplined cost management while protecting the quality of the consumer experience and long-term brand equity.
• Provide strategic input into business cases and investment decisions affecting the Brand Home.
• Balance short-term performance with longer-term value creation.

3.Consumer Experience and Brand Excellence

• Own the overall consumer and trade experience delivered by Casa BACARDÍ, ensuring it reflects the quality, heritage and positioning of the BACARDÍ brand.
• Establish and maintain leading standards across hospitality, customer service, engagement, experiential activities, retail, bar, events and site presentation.
• Ensure that the Brand Home continuously evolves its consumer proposition through innovation, technology and new experiences.
• Use consumer and visitor insights to identify opportunities to improve engagement, satisfaction, loyalty and business performance.
• Act as a key ambassador for the BACARDÍ brand and ensure that every touchpoint reinforces the desired brand experience.
• Establish a culture of consumer centricity across the Brand Home organization.

4.Operational Leadership, Health & Safety and Excellence

• Provide overall leadership and direction for the operation of Casa BACARDÍ, ensuring safe, reliable, compliant and efficient execution.
• Lead the onsite leadership team to deliver operational excellence across all areas of the Brand Home.
• Own accountability for the health, safety and wellbeing of employees, visitors, consumers and partners, ensuring a safe environment and consistently high standards across the Brand Home.
• Enforce and reinforce company health, safety and operational policies and standards, working closely with the SQS team to identify risks, implement preventive measures and continuously improve safety performance.
• Ensure effective integration of hospitality, visitor experience, retail, bar, events, facilities, finance and supporting technology systems.
• Establish clear operating standards, performance expectations and accountability across the organization.
• Ensure appropriate operational systems, processes and controls are established, maintained and continuously improved.
• Oversee Integrated Facility Management services and ensure that the site is maintained to the standards expected of a world-class Brand Home.
• Lead the ongoing site development plan and ensure that operational and infrastructure requirements support the long-term business strategy.
• Ensure effective preparedness and response for emergencies, first aid, fire, security and other business continuity situations.
• Drive a culture of operational discipline, continuous improvement and accountability.

5.Investment and Site Development

• Own the strategic development agenda for Casa BACARDÍ, ensuring that the site evolves in line with business, consumer and brand priorities.
• Identify, prioritize and develop business cases for major CapEx and site-development initiatives.
• Evaluate proposed investments based on strategic relevance, consumer impact, financial return, operational requirements and long-term business value.
• Partner with Supply Chain, Finance, SQS, Global Brand Homes and other functions to ensure successful execution of approved investments.
• Ensure that the physical environment, facilities and infrastructure support the desired consumer experience and future growth ambitions.
• Establish investment priorities based on business impact, strategic value and available resources

6.People Leadership and Organizational Capability

• Lead the Brand Home leadership team and establish a high-performance culture focused on accountability, collaboration, consumer centricity and continuous improvement.
• Provide strategic direction, coaching and development to direct reports and leaders across the organization.
• Establish clear objectives and performance expectations and ensure effective performance management.
• Build organizational capability through talent development, succession planning and workforce planning.
• Identify and develop critical talent and ensure appropriate succession readiness for key positions.
• Foster an inclusive environment in which employees are treated fairly and have opportunities to contribute, develop and succeed.
• Ensure appropriate employee relations and people practices are implemented in partnership with HR and in accordance with company policies and applicable legislation.
• Build sustainable leadership capability and ensure the organization has the talent and capabilities required to deliver the long-term Brand Home strategy.

7.Stakeholder and External Leadership

• Serve as the senior Brand Home representative for Casa BACARDÍ in Puerto Rico.
• Build and maintain strategic relationships with senior internal stakeholders, including Global Brand Homes, Global Brand, Supply Chain, Finance, HR, SQS and other corporate functions.
• Represent Casa BACARDÍ with key external stakeholders, including tourism organizations, government and community stakeholders, strategic partners, trade customers and industry organizations.
• Represent Casa BACARDÍ at strategic trade, tourism, sponsorship, community and other high-profile events.
• Build partnerships that strengthen the Brand Home's reputation, consumer reach, business performance and contribution to the BACARDÍ brand.
• Serve as a credible ambassador for BACARDÍ and Casa BACARDÍ in Puerto Rico and internationally when required.
• Influence senior stakeholders across functions and organizational levels to secure alignment, resources and support for strategic priorities.

8.Marketing, Advocacy and Brand Development

• Partner with the BACARDÍ Brand and Marketing organizations to maximize the role of Casa BACARDÍ as a platform for brand engagement, advocacy and consumer connection.
• Provide local market insight and business perspective to influence brand and Brand Home initiatives.
• Identify opportunities for Casa BACARDÍ to support global marketing, advocacy and consumer engagement strategies.
• Oversee the effective integration of PR, social, experiential, trade and community activities with the overall Brand Home strategy.
• Ensure that brand and business activities are evaluated based on their contribution to consumer engagement, brand equity and business performance.
• Position Casa BACARDÍ as a leading platform for brand advocacy, consumer engagement and trade influence.

9. Governance, Risk, Safety and Compliance

• Ensure Casa BACARDÍ operates in accordance with BACARDÍ policies, standards, governance requirements and applicable legislation.
• Promote and enforce company policies, procedures and Standards of Conduct, ensuring that expectations are clearly understood and consistently applied across the Brand Home.
• Lead by example, demonstrating the highest standards of integrity, ethical behavior, accountability and respect in all interactions and business decisions.
• Maintain accountability for a strong safety, compliance and risk-management culture across the Brand Home.
• Partner with SQS, HR, Finance, Legal and other functions to ensure all required certifications, controls and documentation are maintained.
• Ensure appropriate risk mitigation and business continuity plans are established and implemented.
• Ensure that operational, financial, people and compliance risks are identified, escalated and appropriately managed.
• Exercise appropriate judgment in balancing business opportunity with operational, financial, reputational and compliance risk.

10.Performance Management and Continuous Improvement

• Establish and monitor key performance indicators covering financial, business, consumer, operational, people and safety performance.
• Lead monthly, quarterly and annual business performance reviews and ensure appropriate actions are taken to close performance gaps.
• Use data, consumer insights and business analytics to support decision-making and prioritize opportunities.
• Drive continuous improvement across the Brand Home operating model, consumer experience and business proposition.
• Share relevant performance insights and best practices with the Global Brand Homes organization.
• Challenge existing ways of working and identify opportunities to improve effectiveness, efficiency and business impact.

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 whilst 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

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.