Managing Director & Vice President – Global Travel Retail and Commercial Development Mike Birch is taking on additional responsibilities for the wider Bacardi group

Bacardi Global Travel Retail has unveiled changes within its management team to support an enhanced focus on key accounts and talent development.

Managing Director & Vice President – Global Travel Retail and Commercial Development Mike Birch is taking on additional responsibilities for the wider Bacardi group including global e-commerce, global hotel and resort chains, global advocacy, and commercial.

He will retain overall responsibility for Global Travel Retail (GTR), reporting to Maurice Doyle, President – Incubation Brands and Global Commercial Development.

Vinay Golikeri is promoted to the new role of Bacardi GTR Senior Commercial Director, reporting to Mike Birch. He will lead the GTR commercial team, development of customer strategy, commercial management and brand building in the channel.

Vinay Golikeri is promoted to the new role of Bacardi GTR Senior Commercial Director

Golikeri most recently led the GTR Asia Pacific, Middle East & Africa region, delivering brand building initiatives and commercial performance in rapidly developing emerging markets. He joined Bacardi in 2003 and Bacardi GTR in 2011 as Marketing Director.

Other changes to the Bacardi GTR leadership team are listed below:

David Hughes is promoted to GTR Director, Europe & Global Advocacy. Hughes joined Bacardi GTR in 2013 with responsibility for the UK and Ireland and has galvanised the development of advocacy across GTR. Regional Director Europe Aude Bourdier-Rocourt has left Bacardi Global Travel Retail to pursue other interests.

David Hughes (left) is promoted to GTR Director, Europe & Global Advocacy while Gaurav Joshi is named GTR Director, Asia Pacific

Gaurav Joshi is promoted to GTR Director, Asia Pacific. Joshi joined Bacardi GTR in 2007 and has worked across diverse and emerging markets, including a bespoke Indian traveller plan across the region.

Geoff Biggs, GTR Regional Director, Americas, will take on responsibility for the development of the cruise channel. Biggs joined Bacardi in 2014, following 15 years in the drinks industry, and has helped shape Bacardi’s strategy in the cruise channel.

Geoff Biggs (left) has assumed responsibility for the development of the cruise channel; pictured right is President – Incubation Brands and Global Commercial Development Maurice Doyle

Sandeep Chugh is promoted to GTR Regional Manager, Middle East and Africa. Over the past three years, Chugh has played a key role in driving ‘winning’ plans in the GTR Middle East & Africa region, said the company.

Sandeep Chugh is promoted to GTR Regional Manager, Middle East and Africa

Thomas Koch is promoted to the new role of GTR Director, International Key Accounts. Since joining GTR in 2006, Koch has worked with multiple customers and across several geographies. He will lead the International Key Account Managers for DFS, Dufry, Heinemann and Lagardère Travel Retail.

Thomas Koch is promoted to the new role of GTR Director

Bacardi President – Incubation Brands and Global Commercial Development Maurice Doyle commented: “Global travel retail is an important and dynamic market for our brands and offers tremendous potential for us to build our premium brands and deliver commercial results, particularly with emerging market travellers.

“The travel channel has seen considerable retail consolidation and this new structure enhances our agility to get closer to our customers and develop opportunities for mutual benefit. ”