Creativity, Inclusion, and Pride: a Conversation with Jay Needham, Brand Director at Bacardi

Jay Needham is currently the Brand Director for Tequila Cazadores at BACARDI LIMITED, the largest privately held spirits company in the world, based in Miami.  As Brand Director, Jay leads the overall brand strategic planning process for Tequila Cazadores in North America, establishing strategic objectives and all corresponding marketing programs and drivers for the brand.  He also leads Tequila Cazadores’ overall Brand Positioning and Brand Architecture, while helping lead the creation of the brand’s 100 Year Anniversary platform that launched this year.  Alongside his work as Brand Director, Jay also co-launched Bacardi’s DE&I initiative, “Belonging at Bacardi,” in North America in 2021, now serving as the co-lead for North America. He additionally launched Bacardi PRIDE in North America, the organization’s first network for the LGBTQ+ community and allies, where he currently serves as the lead for North America.

Jay received his law degree and MBA from Duke University, and a B.A. in International Relations from Brown University, where he founded Attitude Dance Company, a multi-style dance company he still teaches today. Jay is passionate about diversity, equity & inclusion, travel, dancing & the performing arts, and tennis.

During this Titanium Industry Pioneers interview, we had the opportunity to speak with Jay about how he’s navigated across different industries to bring DEI to the forefront, how Bacardi is celebrating Pride Month, and his advice on how to lean in and be a supportive ally.

Can you tell us a little bit about how you got to be where you are today? 

There are a couple key things that got me where I am today: an appreciation for education, a deep level of determination and a little bit of creativity. Both my parents were college professors, so education was paramount in my household. Doing well in school was expected, but I also saw it as my ticket out of the small town I grew up in. Being a young gay boy of color in a small town in Ohio certainly had its challenges. I was bullied and harassed, but I saw education as my ticket out of that. Instead of retreating into myself and focusing on how I was so different from everybody else, I channeled that into my drive to become something and prove them wrong. 

You’ve had quite the career trajectory and have worked in numerous industries, from entertainment to law, and now marketing. What advice can you give on making a successful pivot? 

Creativity was a key part of my journey. I grew up as a dancer and choreographer, so I was inspired by iconic people like Janet Jackson. I founded a dance company in college and directed it for years. I leaned into my creative side when I graduated college and worked as a page for NBC. But then eventually down the road, it brought me back to marketing: a place where creativity meets analytics and strategy. The law and business side of my education brought this full circle. For me it was about being open to experiences and being a sponge. I think it’s so important to take and learn from every experience. Be curious, and ask questions. 

How has your personal experience of being a person of color and a member of the LGBTQ+ community impacted your professional journey?

First and foremost it's made me an empathetic leader. When you are part of an underrepresented group, you're hyper-aware of creating a sense of belonging for people in your environment, making sure that people are really feeling heard, seen, and represented. It’s made me attuned to people's experiences and being a good listener to create a support system. It’s also made me a very strong advocate for DEI. I think DEI has really broad implications for any company's performance because you're gonna get the best out of your talent when they feel comfortable being who they really are. 

How are you all prioritizing DEI at Bacardi? 

Last year we launched Belonging at Bacardi, our global DEI initiative. Me and Mahogani Chery are the co-leads of the program. There are three main pillars under it: Women in Leadership, Advancing Change Together, and Pride in North America.

We're somewhat new in our journey, but Belonging has been a really important step in the right direction for us. I think it's so incredibly important. When we launched last summer, we launched with a panel of our own internal LGBTQ+ employees who shared their stories with the company. It was this incredible moment where I took a step back and said, “yes maybe this can feel late to some people, but this is such a big deal to have people sharing with great bravery and poignancy.” I got so many notes from people, even some within the company who haven't come out yet. That really showed me that we’re moving in the right direction. It was such a critically important first step to actually exist in the world and represent ourselves on that main company stage. I'm just excited for all the other stuff that we're gonna be able to do together moving forward.

Right now we’re in the midst of celebrating Pride Month, but how do we make times of representation and awareness more than a moment in time or month of the year?

We have to be intentional. I think we're all very familiar with rainbow washing. We see companies turn their logos rainbow during the month of June, and July first it goes away. Having mass awareness around what Pride Month means is not necessarily a bad thing, but it doesnt show the consistent support that's needed. 

You have to be showing up throughout the year, consistently with actions and with money. What are you doing with your own employees for recruitment and retention? How are you partnering with diverse suppliers? What are you doing across the board to really support the community all year round? Consumers are super savvy, and they will call you out for being half-in, half-out at this point. Being consistent, intentional and impactful, and having a consistent strategy for the long term is really the only way to really meaningfully impact.

What does Pride mean to you, and what does being a truly supportive ally mean to you?

There are a couple things that allies can do to be great allies. First and foremost, educate yourself. Listen to the lived experiences of the LGBTQ+ community. Really listen and don't pass judgment. Another really important way to be an ally is to call out anti LGBTQ+ behaviors, whether they're microaggressions or blatant aggressions. How are you standing up for the community in ways that they can't? Ultimately it's continuously educating yourself, understanding lived experiences and then standing up for what's right.

Are you doing anything special to commemorate Pride Month 2022?

I’m on what I’m calling my Pride world tour right now. I was out in West Hollywood and Venice Beach Pride, celebrating a Grey Goose activation, and I’ll be in New York pride this weekend as well. I’m super excited to celebrate with the Titanium crew when I’m in town for all things Pride. We had our own Pride happy hour in the office last week and have a few education panels coming up this month. We also have plans we’ll be rolling out the rest of the year because we’re very committed to Pride 365. 

What would you say to your younger self in times that you needed encouragement?

You are all that you need to be. You’re every single piece that you need to be, and what makes you feel different is actually probably your superpower. Embracing your difference will unlock so much for you. It might feel hard to get past, but it gets better. You have to love yourself first and foremost in order to love others. 

Do you have any final words of wisdom for us?

Lead with love, and good things will happen. I've gone on this crazy path from entertainment to marketing to everything else because I just remained open, and I've also had a learning mindset. Be open and willing to learn, and good things will come to you.