Bacardi has welcomed back its former North America VP as Roberto Ramirez Laverde starts in a new, more senior position this month.
Laverde left the group in mid-2019 after six years to join Mastercard in a marketing & communications capacity. He returns as global senior VP for Bacardi’s namesake rum brand, reporting in to Ned Duggan, who was promoted internally last year to the roles of CMO & president of Bacardi Global Brands.
Prior to his first stint with the company, Laverde worked for Heineken in the US and Cuervo and The Coca-Cola Co in Mexico.
Last month, Bacardi secured majority control of its D’Ussé Cognac JV with Shawn ‘Jay-Z’ Carter. The transaction, for an undisclosed stake and sum, followed the commencement of legal proceedings by Carter against the company regarding the running of the partnership.
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