Senior Brand Manager – Global Marketing

We’re hiring: Senior Brand Manager – Global Marketing

Miami, Florida | Plasencia 1865

Help shape the future of a brand with a rich heritage and a global vision. We’re looking for a thoughtful, creative marketer who can turn big ideas into exceptional execution—bringing the Plasencia story to life through product innovation, compelling communications, partnerships, and memorable brand experiences.

If you bring 5+ years of brand or marketing experience, strong project management skills, and a collaborative spirit, we’d love to hear from you. Premium cigar experience isn’t required; curiosity and a willingness to immerse yourself in our world are essential.

Join us in building what comes next.

As a Senior Brand Manager, you will be responsible for protecting, building, and evolving the Plasencia brand globally. This role serves as a key strategic and operational partner across the Global Marketing and Commercial teams, helping translate brand and business strategy into disciplined execution across products, communications, partnerships, activations, advertising, content, and innovation.

The Senior Brand Manager must understand how to protect the equities of a heritage brand while also knowing when and how to flex the brand to remain relevant, reach new consumers, support our commercial teams, and create sustainable growth. This is a hands-on role requiring exceptional collaboration, creativity, executional discipline, and the ability to move fluidly between high-level strategy and day-to-day brand management.

The primary target is to strengthen and grow Plasencia’s global brand through exceptional brand stewardship, disciplined execution, consumer-driven innovation, and strong partnership between Marketing and Commercial teams.

The Senior Brand Manager should become a trusted resource across the organization, capable of contributing to strategy, constructively challenging thinking, and translating direction into tools, programs, products, and initiatives that teams can successfully deploy in market.

Success requires balancing two responsibilities: protect what makes Plasencia distinctive while continually finding new ways to move the brand and business forward.

Key Responsibilities (in order of priority)

• 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.

Specific Skill Requirements

• Brand Management: Strong understanding of brand positioning, architecture, storytelling, consumer experience, and the principles required to build and protect premium brands over time.
• Exceptional Organization: Demonstrated ability to manage multiple complex projects, stakeholders, timelines, budgets, agencies, and deliverables simultaneously without losing attention to detail.
• Strategic & Creative Thinking: Ability to contribute original ideas, challenge conventional thinking, identify opportunities, and connect creative thinking to business strategy.
• Innovation: Curiosity about consumers, culture, products, experiences, technology, and emerging trends with the ability to translate inspiration into relevant brand and product opportunities.
• Communication & Presentation: Strong written, verbal, and presentation skills with the confidence to communicate ideas and recommendations to leadership, agencies, Commercial teams, retailers, and other stakeholders.
• Collaboration & Influence: Ability to build alignment and move work forward across functions, markets, and teams, including stakeholders who do not directly report to this position.

Required Behavioural Characteristics

• Team First: Collaboration is non-negotiable. Shares information, supports colleagues, gives credit, asks for help when needed, and prioritizes the success of the team over individual recognition.
• Ownership: Takes responsibility for outcomes, not simply assignments. Identifies problems early and works proactively to solve them.
• Curiosity: Constantly asks questions, seeks new ideas, studies consumers and culture, and looks beyond the cigar industry for inspiration.
• Humility: Open to feedback, willing to learn, comfortable admitting when something can be improved, and able to work effectively without ego.
• Emotional Intelligence: Builds trust, reads the room, communicates effectively, handles disagreement professionally, and knows when to challenge and when to align.
• High Standards: Cares deeply about the quality of the work and understands that details matter when building a premium global brand.

Required Level of Education

• Bachelor’s degree in Marketing, Business, Communications, or a related discipline is preferred. Equivalent professional experience and demonstrated ability will be strongly considered.

Professional Experience

(please specify years of experience in different areas)

• 5+ years of progressive experience in brand management, marketing, product marketing, innovation, or related disciplines. Experience within premium consumer goods, luxury, spirits, wine, hospitality, lifestyle, 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. Previous premium cigar industry experience is not required. Genuine curiosity about and willingness to become immersed in premium cigar culture is essential.

Language Requirements

English, Advanced

Spanish, Helpful but not required

On Track Earnings

120,000 – 150,000 Base salary commensurate with experience

Travel: Approximately 30%, including domestic and international markets, industry events, activations, and periodic travel to Nicaragua.

Pay: $120,000.00 - $150,000.00 per year

Benefits:

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

Work Location: In person