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Ivanov to succeed Andy Gibson as Bacardi CMO

Bacardi Limited has promoted of Dmitry “Dima” Ivanov, 38, to chief marketing officer of Bacardi and president of Bacardi Global Brands. Ivanov succeeds Andy Gibson, who will leave Bacardi at the end of March to ensure a smooth transition. 

In these roles, Ivanov is responsible for the global marketing organisation and driving the Company’s internationally known portfolio of premium spirits brands, including brand equity, architecture, positioning, advertising, packaging, and strategic direction on innovation. He also will serve as a member of the Bacardi Global Leadership Team and report to Bacardi Limited CEO Mike Dolan.

Ivanov most recently served as the vice president – global category director of rums responsible for the marketing vision and premium positioning of the Bacardi portfolio of rums including the iconic and namesake Bacardi rum brand. In that role, he developed and launched the ‘Bacardi Untameable Since 1862’ global marketing platform and advertising campaign. Ivanov will remain based at the Bacardi Global Brands headquarters in London.

With 20 years in consumer marketing roles, and eight years with Bacardi, Dima knows our brands and what it takes to successfully market premium consumer goods. Having led the largest market within Europe, he also brings a perspective of what countries need from a CMO in order to execute brand ideas successfully,” says Mike Dolan. “Dima’s proven track record of accomplishment is based on great leadership skills, marketing excellence, and a consistent track record within the Bacardi organization.”

Previously, Ivanov was managing director for the country operations of Bacardi in Russia. Under his leadership, the portfolio of Bacardi brands experienced tremendous growth ─ Bacardi rum became the fastest-growing rum brand in Russia, Martini took the top spot as the #1 vermouth and sparkling wine brand in the country, and William Lawson’s ranked as the #1 whisky brand in both value and volume in Russia.

He started his career with Bacardi in 2005 as marketing director for the portfolio of premium products in Russia in charge of marketing strategies and execution of all brand activities in the country. He previously worked for Red Bull Russia as marketing director, as well as held various marketing and brand management roles of varying responsibility with Pepsi Bottling Group and Procter & Gamble in Russia.

“Having led the Bacardi rum brand reinvention and built a strong, results-driven marketing team for Bacardi rums, I look forward to achieving the same accomplishments in this new global role for all our iconic brands, as well as bringing our marketing capabilities to the top-class level,” comments Ivanov.

19 January 2015 - Felicity Murray The Drinks Report, editor