Brand Activation Manager

Brand Activation Manager

Location: Ciudad de México

Job Purpose

House of Tequila is responsible for the global brand strategy, architecture and growth development of Pernod Ricard’s portfolio of tequila and mezcal brands.

The Brand Activation Manager is a senior role that helps shape how our Agave Portfolio come to life in the real world.

This role transforms brand strategy into tangible brand expressions through the activation of products, drinks and occasions, creating experiences that people can see, feel and remember.

It leads the development of global assets, toolkits and frameworks that enable markets to bring each brand world to life with clarity, consistency and impact across touchpoints.

Responsibilities

A. Global Brand Toolkits & Assets Leadership

• Lead the development of global brand toolkits that bring priority products, drinks and occasions to life.
• Oversee the delivery of key toolkit components, including primary and secondary assets, hygiene content, activation materials, PR/digital assets, merchandising/POS and execution guidance.
• Translate brand strategy into clear, deployable tools that help markets activate each brand with consistency and impact.
• Ensure all deliverables are on-brand, commercially relevant and built for real market use.

B. L3F & Experience

• Working in close collaboration with Center of Excellence Shopper, lead the development of L3F guidelines, experience principles that define how each brand should come to life across consumer and trade touchpoints.
• Build practical experience toolkits that help markets execute with greater consistency, distinctiveness and brand impact.
• Ensure experiences are rooted in brand positioning and flex effectively, as appropriate, by product, occasion, channel and audience without losing coherence.

C. Agency & Cross-functional leadership

• Partner with agencies, internal teams and external partners to brief, develop, review and deliver high-quality brand assets and activation materials.
• Provide clear direction and strong feedback throughout development to ensure outputs are strategically sharp, on-brand and execution-ready.
• Work closely with Center of Excellence, Comms & Content, Advocacy, Architecture, Innovation, Procurement and markets to align inputs and accelerate delivery.

D. Asset Production & Merchandising

• Oversee the production and rollout of digital and physical brand assets, including merchandising/POS materials.
• Be a guardian of brand consistency across touchpoints and maintain a high standard of execution across all materials.
• Ensure deliverables meet relevant legal, procurement, budget and operational requirements.

E. Market Enablement & Continuous Improvement

• Act as a key global point of contact for markets on toolkit deployment, adaptation and execution guidance.
• Capture feedback, implementation learnings and best practices to strengthen future toolkits and frameworks.
• Guide markets on how to adapt global materials while protecting the brand idea and experience essence.

F. Project & Budget Management

• Own timelines, workflows, approvals, budget tracking, POs and invoicing for projects under scope.
• Anticipate delivery risks and resolve them proactively with the right stakeholders.
• Bring rigor, pace and clarity to multiple concurrent projects across brands and initiatives.

Job Requirements

Academic Qualifications & Professional experience required

• Bachelor’s degree in Marketing, Business, Communication, Design or a related field.
• Minimum 8 years of experience in brand marketing, activation, experiential marketing, brand development or related roles, ideally within spirits, beverages or premium FMCG.
• Strong experience developing toolkits, assets or execution frameworks that can be deployed across markets and channels.
• Solid understanding of shopper and channel visibility, including merchandising, POS and in-market execution realities.
• Ideally, experience in experiential development, with the ability to translate strategy into compelling consumer and trade touchpoints.
• Strong experience working with creative agencies, external partners and cross-functional stakeholders.
• Good understanding of on-trade, off-trade and e-commerce environments.
• Ideally experience working across both global and local market structures.
• Fluent in English. Spanish is a strong plus.

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