Ron Anderson joins Bacardi on 1 August

Ron Anderson joins Bacardi on 1 August

Bacardi has recruited a former member of Diageo's executive team to become its chief commercial officer.

The company said earlier today (12 July) that Ron Anderson, who stepped down as Diageo's chief customer officer last year, will become its chief commercial officer, head of global travel retail and senior VP from 1 August. Anderson, 56, will be charged with “enhancing sales force capabilities, commercial effectiveness and implementing more robust go-to-market programmes”, Bacardi said.

When contacted by just-drinks, a spokesperson for Bacardi said that the role of chief commercial officer builds on the VP of global sales position vacated by Robert Furniss-Roe last year. Furniss-Roe is now regional president of Bacardi's North American operations.

Mike Birch, who became MD of Bacardi's travel retail division earlier this year, will report in to Anderson.

Prior to his last role at Diageo, which he assumed in 2008, Anderson also led the global duty free unit. He also held the roles of executive VP of commercial strategy for Diageo North America and president of the south-east region.

Anderson will be based in Bacardi's headquarters in Bermuda and will report in to Bacardi’s president & CEO, Ed Shirley.