Bacardi has welcomed back Roberto Ramirez Laverde as Global SVP, Bacardi rum, effective immediately.
Roberto takes on an open role following the promotion of Ned Duggan to Global Chief Marketing Officer of Bacardi and President of Bacardi Global Brands Limited. Roberto reports to Duggan and joins the Marketing Leadership Team. He will be based in Bermuda.
Roberto rejoins the brand from Mastercard in Latin America and the Caribbean where he served as Senior Vice President Marketing and Communications for the last four years.
During his previous tenure at Bacardi from 2013-2019, Roberto contributed to building the premiumization strategy for the company’s aged Bacardi rums and Facundo rum collection. He contributed to launching the rum brand’s portfolio of premium, aged rums and building the architecture for the brands.
Earlier in his Bacardi career, he led the Rums Category for Latin America and Caribbean Region, originally joining Bacardi in 2013 as Marketing Director for Mexico. There he supported brands across the portfolio including Bacardi rum, Grey Goose Vodka, Bombay Sapphire, Dewar’s Scotch Whiskey and Patron Tequila.