Bacardi Global Travel Retail has named Ignacio Vázquez as Global Head of Marketing, effective 1 July.
Vázquez will be based in London and will report to Bacardi Global Travel Retail Managing Director Vinay Golikeri.
Vázquez joined Bacardi in 2015 following previous roles as a management consultant for Bain & Company and in marketing positions for leading consumer brands. He most recently served as Vice President of Marketing for Latin America & Caribbean, contributing to market share growth across the Bacardi portfolio in the region.
He also held other marketing and leadership roles including Global Brand Director for Martini.
Golikeri said. “Ignacio brings a wealth of strategic, brand and customer experience across many consumer sectors and a range of geographies in complex and challenging markets.”
Golikeri described Vázquez as a “natural, broad-thinking leader with a strong track record of delivering significant commercial success through disruptive, consumer-centric strategic programmes”.
“I’m confident he will bring a results-focused, fresh perspective to shopper engagement,” he added.
Vázquez said: “I’m excited to join the Bacardi Global Travel Retail team given its reputation within our company as an important strategic shop window for our brands across all markets.”
“There is a great untapped opportunity in engaging with consumers throughout – and beyond – their journey … I honestly couldn’t think of a more exciting challenge in my career” – Ignacio Vázquez
He said the COVID-19 pandemic has “brought an unprecedented acceleration of digital and omnichannel shopper behaviour.
“There is a great untapped opportunity in engaging with consumers throughout – and beyond – their journey, allowing them to discover and love our brands while we drive results for our retail customers and grow the spirits category. I honestly couldn’t think of a more exciting challenge in my career.”
