Senior Brand Manager – Global Marketing

Responsibilities

• Brand Stewardship & Strategy: Protect and strengthen the Plasencia brand globally, ensuring its positioning, identity, story, and standards are consistently represented while identifying thoughtful opportunities to evolve the brand for growth. Contribute to the development of global brand strategy and translate broader marketing and business priorities into clear programs, tools, initiatives, and execution.
• Brand Management & Execution: Own the day-to-day operational discipline required to successfully manage the brand, including project timelines, agency deliverables, marketing materials, toolkits, communications calendars, approvals, budgets, and cross-functional coordination. Take ownership of the details.
• Innovation & Product Development: Work cross-functionally to help develop and execute the future Plasencia product pipeline based on consumer insights, market trends, brand strategy, commercial opportunities, and the company's tobacco and production capabilities. Lead the marketing development process for innovation initiatives, coordinating product concepts, positioning, naming, packaging, storytelling, launch strategy, and execution from concept through commercialization.
• Commercial Partnership: Build strong relationships with Commercial teams and ensure Marketing understands what is happening in the market, what customers and consumers are saying, and what our teams need to succeed. Translate brand strategy into useful, deployable tools and programs that Commercial teams can confidently take to market.
• Integrated Communications: Help develop and manage integrated brand communications across advertising, content, social media, partnerships, PR, events, and other relevant channels. Oversee communications calendars and ensure individual initiatives contribute to a cohesive larger brand story.
• Agency & Resource Management: Manage agency relationships across creative, media, content, social, experiential, and other disciplines. Develop clear briefs, provide thoughtful feedback, establish expectations, manage timelines and budgets, and hold partners accountable for delivering excellent work.

Requirements

• 5+ years of progressive experience in brand management, marketing, product marketing, innovation, or related disciplines.
• Experience within premium consumer goods, luxury, spirits, wine, hospitality, tobacco, or other brand-led categories is preferred but not required.
• Experience managing agencies, creative development, integrated communications, product launches, or brand activations is strongly preferred.
• English, Advanced
• Spanish, Helpful but not required
• Bachelor’s degree in Marketing, Business, Communications, or a related discipline is preferred. Equivalent professional experience and demonstrated ability will be strongly considered.
• Travel: Approximately 30%, including domestic and international markets, industry events, activations, and periodic travel to Nicaragua.
• Genuine curiosity about and willingness to become immersed in premium cigar culture is essential.

Preferred

• Premium cigar experience isn’t required; curiosity and a willingness to immerse yourself in our world are essential.

Benefits

• * 401(k)
• * Dental insurance
• * Employee assistance program
• * Health insurance
• * Life insurance
• * Relocation assistance
• * Vision insurance