Bacardi names former Diageo marketer as CMO

Bacardi has appointed former Diageo marketer Andy Gibson to oversee the worldwide development for its brands including Grey Goose and Martini after Silvia Lagnado stepped down from the position last year.

BacardiBottles-Product-2013
Spirits brand ends hunt for Silvia Lagnado’s successor with the appointment of Andy Gibson to top marketing role.

Gibson will take on the dual role of CMO and president of Bacardi Global Brands in late April and report to chief executive Ed Shirley.

He is tasked with developing new marketing strategies for the the Bacardi, Grey Goose, Dewar’s and Martini brands as well as managing the growth of the drinks company’s portfolio of more than 200 labels.

Additionally, Gibson will serve as a member of the company’s executive team based at the company’s headquarters in London.

He spent 13 years at rival drinks manufacturer Diageo in several marketing roles including senior vice president and global brand director for its Australian operations. Most recently, he was the marketing chief at Australian brewer Carlton United.

The appointment ends the search for Silvia Lagnado’s successor following her departure in November after two-and-a-half years at the business.

Shirley says: “Andy’s proven track record of accomplishment is based on a great marketing and brand-building foundation. His experience, depth of industry knowledge and proven leadership ability will be strong assets, as we broaden the awareness of our family of iconic Bacardi brands, further expand market opportunities and, ultimately, drive growth.”

Last month, the business appointed Eric Kraus as its first ever chief communications and corporate affairs officer.

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