Brand Manager, Tequila

Company overview

Proximo Spirits is a worldwide premium and craft spirits company behind well-known labels such as Jose Cuervo®, 1800® Tequila, Kraken® Rum, and Bushmills® Irish Whiskey. The business is focused on expanding growth through creative thinking, entrepreneurial drive, and a strong commitment to commercial execution.

Role summary

The Brand Manager for Tequila will help shape and deliver brand strategy, communications, consumer activation, and commercial programs for the category. This position requires a mix of analytical thinking, cross-functional coordination, and hands-on execution to strengthen volume, share, and market performance.

Core responsibilities

• Contribute to the development and rollout of integrated brand plans by using data, insights, and opportunity analysis to identify strategies that support long-term growth in volume and share.
• Direct external partners across creative, media, PR, experiential, and influencer disciplines to run coordinated campaigns across traditional, digital, retail, on-premise, earned, and e-commerce channels.
• Work with Trade Marketing, Commercial Strategy, and Commercial Planning teams to build effective commercial tools and programs such as sell sheets, displays, and point-of-sale materials, while helping internal sales teams and distributor partners execute them.
• Track brand results by reviewing depletion and consumption data sources such as VIP, Nielsen, NABCA, IWSR, and Numerator, then translate findings into insights, trends, and leadership updates.
• Support innovation and new product development activities with U.S. and Mexico teams, including packaging and product work.
• Manage the brand budget by monitoring spend, processing invoices, and flagging financial risks early.

Key relationships

Internal partners include Media & Communications, Trade Marketing, Commercial Strategy & Planning, Sales, Finance, Consumer Insights, Operations, Innovation, and Global teams. External partners include agencies across media, PR, creative, social, and experiential work, along with sponsorship partners, media partners, and distributor partners.

Knowledge and experience

• An MBA is preferred, while a bachelor’s degree in Marketing, Business, or a similar field is required.
• At least 5 years of brand management experience in beverage alcohol and/or consumer packaged goods.
• Demonstrated success in building and launching culturally relevant through-the-line marketing campaigns that produce measurable results.
• Strong awareness of current marketing trends, pop culture, emerging media platforms, and competitive benchmarks from other industries.
• Experience using cultural insights and consumer passion points to connect with target audiences; sports partnership and activation experience is considered a strong advantage.
• Proven ability to manage projects with agencies, internal cross-functional teams, and distributor networks.
• Hands-on experience analyzing sales and consumption data, including VIP/depletions, Nielsen, IRI, IWSR, and similar market research sources.
• Ability to interpret consumer insights and align brand strategy to customer needs.
• Excellent presentation, verbal, and written communication skills.
• Strong storytelling ability and solid proficiency with PowerPoint and Excel.
• Willingness to travel as needed and work from the Jersey City, NJ office three to four days each week.

Compensation and benefits

This position offers a base salary range of $105,500 to $140,000, plus an annual bonus, 401(k) match, and medical and wellness benefits. Final base pay may differ outside this location and will be determined during the interview process based on experience, skills, and internal comparison across similar roles.

Equal opportunity statement

Proximo is an equal opportunity employer and does not unlawfully discriminate on the basis of race, color, sex, pregnancy, sexual orientation, gender identity or expression, religion, national origin, citizenship, age, genetic information, physical or mental disability of a qualified individual, protected military service status, legally protected activity, or any other characteristic protected by law.