Brand Architecture & Activation Manager

Job Title: Brand Architecture & Activation Manager

Location: México City

Pernod Ricard is a global company of premium wines and spirits. We’re the team behind leading brands such as ABSOLUT® Vodka, Jameson® Irish Whiskey, Malibu®, Kahlúa® Liqueur, Beefeater® Gin, and Avión™ Tequila — as well as many other exceptional wines and exquisite champagnes!

Working at Pernod Ricard is all about bringing conviviality to life in everything we do. Derived from the French word convivialité, it means human connection, authenticity, friendliness, and joy. Conviviality is the driving energy — the central spirit — of how we live and work at Pernod Ricard. Here, we are team players, dream makers, pioneers, movers, and shakers. We are passionate about living life to the fullest, making a new friend every day, and realizing our potential as individuals and as a company!

At Pernod Ricard, your safety and well-being are our top priority.

Job Purpose

House of Tequila’s Brand Architecture & Activation team defines how our brands live and grow: from the products we design to the experiences we create.

As Brand Architecture & Activation Manager, you are the link between brand strategy and real-world execution. Your role shapes how our tequilas and mezcals come to life across bottles, packs, rituals, and activations, ensuring every expression of the brand is meaningful, distinctive, and commercially impactful.

You will lead packaging, portfolio, and activation workstreams that turn strategy into tangible assets (from core-range design to global toolkits) working hand-in-hand with Comms, Advocacy, Innovation, and key markets.

Your objective: make sure our brands are built with clarity, desirability, and consistency at every touchpoint, driving equity, conversion, and long-term growth.

Responsibilities

A. Portfolio & Packaging Strategy

• Drive portfolio evolution through insight-led analysis of brand performance, consumer needs, and category dynamics.
• Translate global brand architecture into clear packaging and range priorities, from restages to optimizations to limited editions.
• Lead design and packaging development ensuring creative excellence, brand coherence, feasibility, and sustainability.
• Partner with Innovation and Operations to align new product and renovation projects with design and portfolio guardrails.

B. Drinks, Experience & Activation

• Develop and deliver toolkits for global drinks strategy and consumer activation (on-trade, experiential, seasonal).
• Lead SKU-specific and global occasion toolkits, defining serve strategy, POS, and activation concepts with Advocacy.
• Ensure storytelling and execution create a coherent consumer journey; capture market learnings to refine future activations.

C. Channel & Shopper

• Support creation and rollout of shopper and channel toolkits across off-trade, retail, e-commerce, and on-trade.
• Build internal understanding of channel dynamics and best practices to strengthen global execution excellence.

D. Strategic Collaboration & Leadership

• Partner with Comms, Advocacy, Innovation, and Markets to ensure consistency and impact across all touchpoints.
• Guide the A&A Coordinator and agency partners to deliver projects on time, on brief, and on budget.
• Represent the A&A function in cross-functional projects, ensuring creative ideas translate into commercial results.

Requirements

• University degree In Marketing, Business or related field
• Minimum 8 years experience In Brand Management, Portfolio Strategy or Activation roles within consumer goods or spirits
• Proven experience leading packaging, design and activation projects end-to-end
• Solid understanding of trade, retail and on/off trade marketing
• Experience working in cross-functional and international environments
• Fluent In English, Spanish a strong plus (or willingness to learn)

Competencies

• Strategic thinking: links brand positioning to portfolio and activation decisions
• Portfolio Management: understands portfolio roles, pricing and consumer needs to guide brand evolution
• Packaging Leadership: translates brand Identity Into tangible, premium and sustainable design
• Activation Excellence: leads creation of SKU-specific, seasonal and MOC related toolkits with flawless execution
• Channel Expertise: understands customer dynamics and drives conversion across channels
• Project Leadership: strong planning, prioritization and stakeholder management
• Cross-Functional collaboration: works effectively across global functions and markets
• Commercial Acumen: balances creativity and business Impact

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