Bacardi India appoints new marketing director

Bacardi India has appointed a new marketing director to support its position as one of the fastest-growing international spirits companies.

Zeenah Vilcassim, who joined the India leadership team on 1 April, will be leading consumer and customer marketing across the Bacardi portfolio of brands.

After starting her career as an economist and working in a management consultant role at Ernst and Young, Zeenah pivoted into marketing through an interest in data analytics. She joined Bacardi four years ago as global brand director for Dewar's Scotch whisky, overseeing the marketing for three acclaimed innovations and helping each to achieve record sales volumes.

Bacardi hopes Zeenah's experience in strategy and consulting will enable her to lead effective and impactful campaigns and promote synergistic working across the marketing, commercial and finance teams.

In her new leadership role, Zeenah will report to Sanjit Randhawa, managing director of Bacardi India, and will be based in the company’s Gurugram head office.

Of her appointment, Zeenah said: "During my time as global brand director for Dewar's Scotch whisky, India was - and still is - one of our most exciting markets. It is incredibly diverse, dynamic and constantly evolving. Each one of our iconic brands has an opportunity to play an authentic role in the hearts and minds of the Indian consumer."

Sanjit Randhawa added: "As we continue to build and grow our portfolio in the country, we are thrilled to have Zeenah as part of the India leadership team. She has played an integral role in the Dewar's brand's global journey and will now be instrumental in driving the strategic direction and growth for the entire brand portfolio of Bacardi in India."

20 April 2021 - Bethany Whymark