Bacardi names global advocacy director
Shervene ‘Shev’ Blackburn has returned to Bacardi after four years at William Grant & Sons, taking on the role of global director of advocacy and experience.
Blackburn previously worked at Bermuda-headquartered Bacardi for nearly 12 years, from 2010 to 2022, in advocacy, marketing, and brand ambassador roles.
She left the business in 2022 to join fellow family-owned spirits company William Grant & Sons as its global head of on-trade channel development. Her most recent role at the Scottish spirits firm was regional head of marketing for Northern and Southern Europe.
In her new role at Bacardi, she will support the company’s position within the global bar and hospitality community by integrating advocacy, bartender engagement, and world-class guest experiences.
She brings 20-plus years of experience across operations, advocacy, customer, and consumer marketing.
Based in London, Blackburn will report to Sean Kerry, global vice-president of on-trade, strategic partnerships and brand homes at Bacardi.
“The hospitality world runs on more than great service; it’s built on authentic relationships, mutual respect, and unforgettable experiences,” said Kerry.
“As a family-owned company, relationships truly matter at Bacardi and serve as the foundation for how we work with our partners to deliver memorable guest experiences.
“Shev has deep roots in our industry that will further strengthen our work supporting our partners at the world’s most influential bars, restaurants, and hotels.”
During her time at Bacardi, Blackburn’s positions included regional customer marketing and head of advocacy for the UK.
She started at the company as a brand ambassador for Bacardí rum in the UK. Before Bacardi, she worked in Edinburgh’s hospitality industry.
Blackburn added: “There has never been a more important time to invest in advocacy and experience.
“As the trade calls out for community engagement and guests crave real-life connection, the need to evolve how brands support hospitality must be front and centre of future brand building.
“I am beyond excited to return to Bacardi and lead the charge on this important mission.”
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