Bacardi-Martini UK has promoted commercial director Maurice Doyle to managing director for global travel and retail.
The move is part of a restructure of the company following the promotion of Stella David to the global chief marketing role for the Bacardi brand (MW last week). It is not clear whether head of marketing Andrew Carter will replace Doyle.
Doyle will start in his new role in January and will be responsible for leading the spirits business in the strategic travel retail sector. He will report to David, and will be based at Bacardi-Martini’s Weybridge offices.
“The company takes the image of the brands very seriously and places like airports and shop windows provide the most important route to showcase our portfolio,” says Doyle.
Doyle has been the commercial director, a role created for him, overseeing all sales and marketing activities, since 2003. His role was part of a company restructure (MW August 28, 2003).
He joined the spirits company from Procter & Gamble as senior product manager of new product development and worked his way up through Bacardi-Martini’s European division to its top UK marketing position in 1999 (MW April 29, 1999).
Doyle worked on campaigns which included Bacardi’s Latin Quarter. He was recently responsible for appointing Fallon to handle the &£10m advertising brief for its Bacardi rum brand.
The agency’s work was produced following the tightening of alcohol advertising restrictions by the Government. The campaign, its first since the client ditched McCann Erickson and its “welcome to the Latin Quarter” ad, includes television and cinema spots. The ads focus on various aspects of a free-spirited night out.
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