Bacardi scraps global CMO role in marketing shakeup

Bacardi has scrapped its global chief marketing officer (CMO) role as it takes a "major step forward" in bringing the company’s brand strategies closer to its markets.

The shakeup, announced today (15 June) will see Bacardi establish Centers of Excellence (“CoEs”) in Europe and North America each headed by a CMO who will report to Bacardi chief executive Mike Dolan.

Mauricio Vergara has been named CMO for North America, where his duties will also include global oversight for the Bacardi and Grey Goose brands, while Shane Hoyne will lead marketing in Europe and serve as global lead for Martini, Dewars, William Lawson and Bombay Gin.

As a result of the changes, Bacardi's current global CMO Dima Ivanov has decided to depart the company.

Bacardi has also created a new head of creative excellence role and appointed Zara Mirza, currently global communications director for Bacardi Rum, to lead creation and delivery of integrated communications ideas/platforms across the company’s core brands.

The changes come after Bacardi recently consolidated its creative and media activity with BBDO and OMD, and the company is currently in the process of applying the same thinking to its below the line spend.

Commenting on the new structure Dolan said that it has "become increasingly clear" that the company has to change "in order to win".

"Believe me we are in this to win," he said. "We have world-class brands and agency partners. Now it’s about changing how we organize 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.”

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