The global VP for strategy, insights & analytics at Bacardi has left the group, Global Drinks Intel has learned.
Brenda Fiala, who joined Bacardi in late 2016 from digital agency Wunderman to assume the position, stepped away “earlier in the year”, a spokesperson has confirmed. Details of where Fiala has moved to were not immediately available, although Global Drinks Intel understands the decision was taken for family reasons.
The spokesperson also explained that the company’s insights unit now reports into the senior VP for marketing strategy & operations, Irina Rodina, who shifted across from The Kraft Heinz Co, where she’d been Northern Europe CMO for two years, in April.
Rodina reports into group CMO Ned Duggan.
In an exclusive interview with Global Drinks Intel in February, Fiala detailed how recent research indicated that consumers consider their visits to the on-premise channel as being a “participatory experience”.
“When people go out,” she said, “they’re spending and they want a really great cocktail. That’s backed up by the increased interest we’re seeing in modern variations of champagne cocktails.
“Even in these economic times, people are willing to pay for amazing experiences.”
