Bacardi scraps global CMO position

16th June, 2015 by Melita Kiely

Bacardi’s global chief marketing officer is leaving less than six months since accepting the position as the company takes a “major step forward” by creating new “Centers of Excellence”.


Bacardi’s chief marketing officer Dima Ivanov is leaving the company less than six months since taking up the post

Located in Europe and North America, the Centers of Excellence will each be headed by a chief marketing officer who will report to Bacardi Limited chief executive officer Mike Dolan regarding the company’s global brands, and to regional presidents on regional and local brands, and in region marketing executions.

As a result, chief marketing officer Dmitry “Dima” Ivanov announced his departure from the group.

“Several months ago we consolidated our creative and media activity with BBDO and OMD,” commented CEO Mike Dolan. “In addition, we are I the process of doing the same thing with our below the line spend.

“With these changes, 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.”

Industry “envy”

The Center of Excellence in North America will be led by Mauricio Vergara, CMO North America and global lead for Bacardi and Grey Goose, based in Hamilton Bermuda, who 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, will lead the European Center of Excellence.

Furthermore, Zara Mirza has been appointed head of creative excellence and will be tasked with the central creation and delivery of integrated communication ideas and platforms across Bacardi’s core brands and ensuring their “adaptation” in all key markets.

Brand leaders for Bacardi’s ready-to-drink (RTD) and Tequila brands, which will continue to be led from Shaghai and Mexico respectively, are set to be announced in due course.

“It has become increasingly clear that we have to change in order to win,” Dolan added. “And believe me we are in this to win. 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.”

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