Bacardi names global vice president for Bacardi rum

Bacardi has promoted Fabio Di Giammarco to global vice president for Bacardi rum.

In this role, Di Giammarco (pictured) will be responsible for the Bacardi rum brand marketing efforts globally, including enhancing brand equity, positioning, advertising, packaging and pricing. He reports to Mauricio Vergara, CMO North America and global lead for Bacardi rum and Grey Goose vodka. He will be based in the Bacardi global headquarters in Hamilton, Bermuda.

Di Giammarco most recently served as vice president, marketing and commercial, for Bacardi Latin America and Caribbean (LAC). He was leading the marketing and commercial teams and overseeing commercial execution and alliances across the region. He joined Bacardi in 2012 as managing director of Brazil and has since held a number of roles throughout the LAC region.

He brings 21 years of commercial experience working in markets within Latin America and Europe.

Prior to joining Bacardi, Di Giammarco’s responsibilities included marketing strategy for the SAB Miller beer and soft drinks business in Latin America.

He also held a variety of leadership positions at international consumer products companies including VP, global head of marketing communications with Royal Philips Electronics in Amsterdam; chief marketing officer Latin America at Philips; sales development director with Danone in Italy; and commercial manager with Empresas Polar in Venezuela.

The move comes following Bacardi Limited making a a major rejig to its marketing team. Last month, six months into his role, Dima Ivanov, global CMO of Bacardi Limited, exited the company as it looks to establish Centres of Excellence (CoEs) in Europe and North America. Each of these markets will be headed by a chief marketing officer who will report to Bacardi Limited CEO Mike Dolan on global brand decisions along with their regional presidents on regional issues.

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