Bacardi scraps global CMO role in favour of regional ‘centres of excellence’ | M&M Global

Bacardi scraps global CMO role in favour of regional ‘centres of excellence’

Bacardi is abolishing its top global marketing role, instead creating two new marketing ‘Centres of Excellence’ led by regional CMOs to help the drinks maker become the “envy of [the] industry”.


Bacardi Limited chief executive Mike Dolan who just presided over a massive consolidation of the firm’s agency roster –said he has established the two new posts to give the company’s brands “a real shot at success”.

Former Procter & Gamble and Coca-Cola marketer Mauricio Vergara becomes CMO for North America, as well as global lead for Bacardi and Grey Goose, while UK-based Shane Hoyne becomes CMO Europe and global lead for Martini, Dewar’s, William Lawson’s and Bombay.

Both Vergara and Hoyne will report to Dolan, as well as regional North America and Europe presidents on local issues.

As a result of the changes, global CMO Dima Ivanov – himself only appointed in January –will leave Bacardi. Ivanov spent two years as vice president, global category of rums, during which time he launched the brand’s ‘Untameable since 1892’ repositioning campaign.

New brand leaders for the company’s ready-to-drink and tequila brands, run from Shanghai and Mexico, will be named “shortly”.

“It has become increasingly clear that we have to change in order to win. And believe me we are in this to win,” said Dolan. “We have world-class brands and agency partners. 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 envy of our industry –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.”

Earlier this year, Bacardi announced it is to align all advertising, media and digital business for its major brands with BBDO Worldwide and OMD Worldwide, both part of Omnicom Group.

To help manage its agencies, the firm has also appointed Zara Mirza to the post of head of creative excellence, responsible for the central creation and delivery of integrated communications.

Mirza joined Bacardi as global communications director last year.

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