Marketing overhaul sees Bacardi exec quit

Bacardi’s chief marketing officer has quit the company after only six months in the role, as the Bermuda-based producer announces plans to completely change its marketing structure.

Dima Ivanov is leaving Bacardi after six months in his latest role (Photo: Bacardi)

Dima Ivanov took up the marketing role in January after two years as vice president of the company’s important rum category. But a Bacardi statement released yesterday revealed that he is leaving the company as a direct result of its management restructuring.

Bacardi plans to establish what it calls “Centres of Excellence” in Europe and North America, each headed by a chief marketing officer who will report to CEO Mike Dolan and their regional presidents.

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.”

The company thanked Ivanov for “stepping in” to the role, and claimed that he will “work closely with Mike Dolan to ensure a smooth transition as the company implements this new way of doing business.”

It is hoped the new Centres of Excellence will link the company’s creative teams with external agencies and markets in a move to a more local, brand-focused approach.

Dolan said, “With these changes, we will be able to adapt our focus to our brands, not categories, and position ourselves to fully leverage the benefits of having world-class global agency and media partners.”

In the new structure, Mauricio Vergara will be chief marketing officer for North America and global lead for Bacardi and Grey Goose, based in Hamilton, Bermuda. Shane Hoyne will be chief marketing officer Europe and global lead for Martini, Dewars, William Lawson’s and Bombay, based in London.

The company’s Ready-To-Drink and Tequila brands will continue to be led from Shanghai and Mexico respectively, and the company plans to announce brand leaders shortly.

In addition, a new appointment, Zara Mirza, takes up the new London-based role of head of creative excellence, in order to “best manage the company’s global agency relationships”. She will report directly to Dolan.