Mike Birch, Managing Director & Vice President–Global Travel Retail and Commercial Development is taking on additional responsibilities for the wider Bacardi group.

Bacardi Global Travel Retail (BGTR) has announced new appointments within its management team, with an enhanced focus on key accounts and talent development.

Mike Birch, Managing Director & Vice President – Global Travel Retail and Commercial Development, is taking on additional responsibilities for the wider Bacardi group.

These include global ecommerce, global hotel and resort chains, global advocacy and commercial.

He will retain overall responsibility for GTR, reporting to Maurice Doyle, President, Incubation Brands and Global Commercial Development.

Vinay Golikeri is promoted to the new role of Senior Commercial Director – Bacardi GTR, reporting to Birch.

NEW ROLE FOR GOLIKERI

Vinay Golikeri is promoted to the new role of Senior Commercial Director – Bacardi GTR.

He will lead the GTR commercial team, development of customer strategy, commercial management and brand building in the channel.

Golikeri (left) most recently led the GTR Asia Pacific, Middle East & Africa region, delivering brand-building initiatives and commercial performance in developing emerging markets.

He joined Bacardi in 2003 and Bacardi GTR business in 2011 as Marketing Director.

Speaking recently to TRBusiness before news of his new role became public, Golikeri said: “2017 was a good year for Bacardi Global Travel Retail with positive passenger numbers and spend trends bouncing back to raise optimism for 2018.

“From the perspective of building brands, it was a very strong year with significant impactful marketing activity across our core Bacardi, Bombay Sapphire, Grey Goose, Dewar’s and Martini brands.”

The Bacardi GTR commercial leadership team will include David Hughes, who has been promoted to Director, Europe & Global Advocacy – GTR. Hughes joined Bacardi GTR in 2013 with responsibility for the UK and Ireland.

Maurice Doyle, President, Incubation Brands and Global Commercial Development.

Promoted to Director, Asia Pacific – GTR, Gaurav Joshi joined Bacardi GTR in 2007. He has worked across diverse emerging markets, including a bespoke Indian traveller plan across the region.

Geoff Biggs, Regional Director, Americas – GTR will now take on responsibility for the development of the cruise channel. Biggs joined Bacardi in 2014, following 15 years in the drinks industry and has helped shape Bacardi’s strategy in the cruise channel.

Sandeep Chugh has also been promoted to Regional Manager, Middle East and Africa – GTR. According to the company, Chugh has played a key role over the past three years in driving winning plans in the GTR Middle East & Africa region.

Finally, Thomas Koch is promoted to the new role of Director, International Key Accounts – GTR. Since joining GTR in 2006, Koch has worked with multiple customers and across several geographies.

He will lead the international key account managers for DFS, Dufry, Heinemann and Lagardère.

Doyle commented: “Global Travel Retail is an important and dynamic market for our brands and offers tremendous potential for us to build our premium brands and deliver commercial results, particularly with emerging market travellers.

“The travel channel has seen considerable retail consolidation and this new structure enhances our agility to get closer to our customers and develop opportunities for mutual benefit. ”