Bacardi is switching its focus to brands rather than categories as part of a number of changes to its marketing structure, including the launch of marketing Centers of Excellence (CoEs),
the appointment of Shane Hoyne as Europe CMO and the departure of Dima Ivanov as global CMO.
The company is to introduce CoEs in Europe and North America headed by a CMO. They will
report to Bacardi CEO Mike Dolan on global brands such as Bacardi and Martini and regional presidents on regional and local brands.
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