Bacardi appoints new CMO as Gibson steps downBy Amy Hopkins
Bacardi has appointed Dmitry “Dima” Ivanov, previously global category director of rums with the group, its new chief marketing officer as Andy Gibson steps down from the role.
Ivanov, who most recently developed and launched the Bacardi Untameable Since 1862 global marketing campaign, will also take up the position of president of Bacardi Global Brands with immediate effect.
He succeeds Gibson, who will be leaving Bacardi at the end of March after less than two years in the role. Reasons for Gibson’s departure have not been disclosed, but Bacardi praised his “contributions to our world-class brands”.
Ivanov will now be responsible for Bacardi’s global marketing organisation and driving its portfolio of premium spirits brands, including positioning, advertising, packaging and innovation.
He will also sit on Bacardi’s global leadership team, reporting to the group’s CEO Mike Dolan.
“With 20 years in consumer marketing roles, and eight years with Bacardi, Dima knows our brands and what it takes to successfully market premium consumer goods,” said Dolan.
“Having led the largest market within Europe, he also brings a perspective of what countries need from a CMO in order to execute brand ideas successfully.
“Dima’s proven track record of accomplishment is based on great leadership skills, marketing excellence, and a consistent track record within the Bacardi organisation.”
Previously, Ivanov was managing director of Bacardi operations in Russia, and has also held positions at Red Bull, Pepsi, and Proter and Gamble in the country.
“Having led the Bacardi rum brand reinvention and built a strong, results-driven marketing team for Bacardi rums, I look forward to achieving the same accomplishments in this new global role for all our iconic brands, as well as bringing our marketing capabilities to the top-class level,” Ivanov.
It was revealed last April that Bacardi’s CEO Ed Shirley would be replaced by Dolan following his retirement.