From campus to cocktails

Katie Redlien knew about Bacardi’s reputation as an employer before she started on its brand management team. After 17 years with the company, it’s a crucial part of why she’s still there.

Designated as a Great Place To Work® and recognized by Forbes as a World’s Best Employer and World’s Top Companies for Women, Bacardi has also given Redlien (BSBA ’02, MBA ’07) opportunities to work her way up through its brand management team to her current role as Brand Director, Grey Goose North America.

“Beverage alcohol is a fun industry to work in,” Redlien said. “It’s fast-paced and a lifestyle that a lot of people can personally relate to, including me.”

Bacardi has also given her unique responsibilities within the company. She has worked with the company’s premium brands – rums, tequilas, vodkas, whiskies and incubation brands throughout her time, learning different parts of the business and strengthening her skillset.

“I’ve had an intrapreneurial experience at Bacardi,” Redlien said. “Each category and brand brings a fresh approach to solving problems creatively, taking ownership and driving innovation from within the company. It’s like there are different companies within the company.”

Redlien started her career at Altria, a company she met through an on-campus recruiting session hosted by the Delta Sigma Pi business fraternity during her time at Warrington. She was responsible for Altria’s retail sales management and then moved into sales leadership roles before ultimately moving into brand management.

Altria required Redlien to have her MBA for the move to happen. When she earned her undergraduate degree from Warrington, she already knew she would return one day to pursue an MBA, so that requirement just sped up the process for her.

“My MBA experience was intense but incredibly rewarding,” Redlien said. “What I loved most was making personal connections with people across different companies, industries and time zones. It gave me a broader perspective and helped me learn what it’s like to collaborate in a diverse and global economy. The perspective and relationships gained during my MBA have been a resource over the years.”

After Redlien relocated to Miami in 2007, her goal was to work at Bacardi. She leaned on her network to get her connected to the right people and was initially hired as an assistant brand manager in tequila.

From there, she worked her way through titles like brand manager and customer marketing director before reaching her current brand director role in March 2021.

“At Bacardi, I’ve worked in cross-functional departments that focus on our brand marketing, customer marketing, pricing, revenue and growth management,” Redlien said. “We advocate for cross-functional experiences because it builds stronger business leaders. Similar to academics, a broader range of experiences and knowledge ultimately makes you more marketable.”

Managing such a complex brand does come with challenges. Consumer behavior is always shifting and recent trends show people consuming less alcohol but higher quality.

Outside of work, Redlien enjoys spending time with her husband and 9-year-old son. She prioritizes traveling, working out and making cocktails – notably her favorite Bacardi piña colada – when spending time with family and friends.