Bacardi Global Travel Retail (GTR) has announced a key change within its European team, with Sam Pickard promoted to the role of Director Europe & Global Advocacy.
He replaces David Hughes, who moves to the Bacardi European domestic business as Country Manager, Nordics, based in Sweden. Hughes spent four years as Bacardi GTR Director Europe & Advocacy.
UK-based Pickard joined Bacardi in 2018 as International Key Account Manager Dufry and has worked closely with the Bacardi GTR European team in the implementation of group digital strategy.
Bacardi GTR Managing Director Vinay Golikeri said: “I would like to warmly congratulate David on his new role and to thank him for the immense contribution he has made in developing the Bacardi Global Travel Retail business in Europe, our advocacy strategy and his proactive role in representing Bacardi at Tax Free World Association.
“It gives me great pleasure to welcome Sam Pickard as our new Director, Europe & Advocacy, Bacardi Global Travel Retail. In the three years he has been with us, Sam has made an enormous impact both in terms of his team leadership, his understanding of travel retail dynamics and his collaborative approach with our retail partners, notably in managing our relationship with Dufry.”
Golikeri described Pickard’s promotion as a “great example of Bacardi’s commitment to creating talent development opportunities”.
“I am confident Sam will bring valuable acumen and insights to our new omnichannel strategy to reinvent the future of travel retail in Europe,” he added.
Pickard commented: “I am thrilled to take up this opportunity to lead both the Bacardi travel retail business in Europe and our advocacy strategy, building on David’s legacy.
“In this new era of travel retail, I believe there are huge growth opportunities for our retail partners and for Bacardi brands. Working together, and playing to our mutual strengths, we can unlock the true power of omnichannel, by leveraging digital offerings at key touchpoints on the shopper journey and creating unforgettable in-store experiences, brought to life by our fantastic team of retail ambassadors.”
