Former Pernod Ricard executive Carlos Perez-Somarriba Herrera has been appointed to lead the marketing division for sherry giant González Byass.
Herrera (below), who has been with the Tio Pepe brand owner since 2021, was announced as CMO earlier this week. He moves into the position vacated by Marcos De La Torre Muñoz, who is leaving the company after three years.
Prior to starting with González Byass five years ago, Herrera worked for Pernod Ricard in Spain between 2016 and 2021, initially as on-premise trade marketing manager before assuming senior brand management in the country for the group’s Beefeater, Malfy and Monkey 47 marks.
The last five years at González Byass have taken in marketing director responsibilities across Iberia for almost three years before moving to his most recent role as head of marketing for Iberia & global brand director.
“With over 20 years of experience in marketing, Carlos has played a key role in developing our brands since joining the company in 2021, leading marketing activities in Spain and Portugal and driving global innovation projects,” González Byass said. “His appointment reflects our commitment to nurturing internal talent and supporting the professional growth of our people.
“We would also like to thank Marcos De La Torre Muñoz for his contribution to the company over the years and wish him every success in the next chapter of his career.”
In mid-September, the US division of family-owned González Byass assumed importation responsibilities into the country for Formula One driver Lewis Hamilton’s non-alcoholic agave spirit brand, Almave.
