Areina Thomas

About Areina Thomas

I’m a brand and marketing leader with 15+ years of experience in the spirits industry, spanning field, commercial, and marketing roles. I’ve built my career at the intersection of brand strategy and execution, bringing ideas to life through integrated marketing, partnerships, innovation, and experiential programs that drive both cultural relevance and commercial impact.My background includes deep, hands-on experience across on- and off-premise environments, national accounts, and distributor collaboration. That perspective shapes how I approach brand building today: grounded in consumer insight, executable at scale, and aligned to real business goals.I’m passionate about building iconic brands through moments that matter, from launching innovation and leading seasonal platforms to developing partnerships and programs that resonate in market and deliver growth.

Experience

1. Brand Manager, Bacardí Rums

   Bacardi

   Jun 2025 — Present · Miami, FL, US

   Lead brand strategy and 360° marketing programming for BACARDÍ rums, with primary ownership of the Halloween occasion across paid media, PR, experiential, innovation, and talent collaborationsDrive seasonal innovation initiatives including limited-edition Halloween packaging and BACARDÍ CoquitoManage and activate the BACARDÍ National Ambassador to support brand storytelling, trade engagement, and cultural relevanceDevelop and execute national accounts programming and strategic partnerships to support key retail commercial and brand prioritiesLaunch and pilot BACARDÍ’s first licensing initiative in the U.S, overseeing brand partnerships and licensed products to establish a scalable domestic model

Education

• University of California, Santa Cruz

  Bachelor of Arts - BA, Anthropology