Bacardi shakes up its marketing department

Bacardi shakes up its marketing department

Bacardi's global chief marketing officer, Dima Ivanov, has left the company less than six months after he took up the post. The news comes as Bacardi unveiled plans to decentralise its marketing efforts and open hubs in Europe and the US.

The company plans to establish "Centers of Excellence", each headed by a chief marketing officer who will report to Bacardi's CEO Mike Dolan on the company’s global brands and to regional presidents on regional and local brands, as well as for region-specific campaigns.

The shake-up has led to the departure of Ivanov. A statement from the company read: "We thank Dima for stepping in over the past months to help transition our global marketing efforts. As VP - global category of rums - for more than two years, he led the marketing vision and premium positioning of the rum portfolio..."

CEO Mike Dolan said of the new marketing plans: "It has become increasingly clear that we have to change in order to win. Now, it’s about changing how we organise to give our people, our partners and our brands a real shot at success. Our goal is ... to be the company that attracts and retains the best of the best. The ultimate test of that is selling more cases, growing share and driving the bottom line so we can re-invest more in our iconic brands and industry leading innovation."

For a just-drinks comment on Bacardi's executive turnover, click here

The Company’s new Centers of Excellence will be headed by:

  • Mauricio Vergara, CMO North America and global lead for Bacardi and Grey Goose, based in Bermuda. Vergara will report to Dolan on global brand decisions and to North America regional president Pete Carr on regional issues.
  • Shane Hoyne, CMO Europe and global lead for Martini, Dewar's, William Lawson's and Bombay, based in London. Hoyne will report to Mike Dolan on global brand decisions and to Europe regional president Paolo Perego on regional issues.

The company’s RTD and Tequila brands continue to be led from Shanghai and Mexico respectively and Bacardi said the "brand leaders will be named shortly".

In addition, Zara Mirza takes up the role of head of creative excellence.

"With these changes," Dolan added, "we will be able to adapt our focus to our brands, not categories, and position ourselves to fully leverage the benefits of having world class global agency and media partners."