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Bacardi rum creates new global VP role

Bacardi has promoted Fabio Di Giammarco to the new role of global vice president for Bacardi rum, just weeks after Dmitry Ivanov stepped down as the group’s global CMO.

Fabio Di Giammarco
Fabio Di Giammarco has been appointed to the new role of global vice president for Bacardi rum

In the position, Giammarco will be responsible for Bacardi’s global marketing efforts, including positioning, advertising, packaging and pricing. He most recently served as vice president, marketing and commercial, for Bacardi Latin America & Caribbean.

Giammarco will be based in Bacardi’s Bermuda-based headquarters and will report to Mauricio Vergara, CMO North America and global lead for the Bacardi rum and Grey Goose Vodka brands.

Since joining Bacardi in 2012 as managing director of Brazil, Giammarco has held a number of executive positions throughout the LAC region.

Bacardi has revealed a series of drastic changes to its executive team in recent months, particularly with regards to its marketing structure.

In June this year, the group revealed a completely new framework for its marketing division with the creation of two “Centres of Excellence” – one based in North America and another in Europe.

While Vergara has been appointed CMO of North America, Shane Hoyne has been named CMO of Europe and global lead for the Martini, Dewar’s, William Lawson’s and Bombay Sapphire. Both report directly to CEO Mike Dolan.

Bacardi said the changes would allow it to focus on brands rather than categories, bringing brand strategies closer to their relevant markets.

At the time, CEO Dolan said: “It has become increasingly clear that we have to change in order to win. 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.”

However, in the wake of the changes, Bacardi’s recently appointed global CMO Dmitry Ivanov stepped down from the company, having only taken up the position six months previously.

In April this year, the group consolidated its advertising, media and digital business with the appointment of a single communications firm, Omnicome Group.

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