Ignacio Vázquez will assume the role of Global Head of Marketing, Global Travel Retail, Bacardi Global Travel Retail on 1 July 2020.

Bacardi Global Travel Retail has appointed Ignacio Vázquez as Global Head of Marketing, Global Travel Retail, effective 1 July 2020.

Based in London, Vázquez reports directly to Vinay Golikeri, Managing Director, Global Travel retail.

Since joining Bacardi in 2015, he most recently served as Vice President of Marketing for Latin America & Caribbean, where he contributed to the growth of market share across the Bacardi portfolio in the region.

Vázquez has also held various marketing and leadership roles including Global Brand Director, 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. 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.”

LOCAL, REGIONAL AND GLOBAL MARKETING EXPERIENCE

Before joining Bacardi, Vázquez worked as management consultant for Bain & Company where he led the post IPO international expansion of a start-up in Scandinavia. He has also worked in several local, regional, and global marketing roles for leading consumer brands and holds an MBA from IESE Business School in Barcelona.

He added: “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. The 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.”