Recently named one of ’10 Most Effective Marketers in Latin America,’ Roberto rejoins Bacardi from Mastercard where he led the overall positioning of the brand including the implementation of the brand’s experiential marketing, the Mastercard Women’s Copa America activation plan, and the development of the Priceless.com platform.
“I am thrilled to be back at Bacardi and to work with the incredibly talented team who has been building and leading the brand. Together, I know we will build Bacardi’s next great story,” shares Roberto.
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 Ned and joins the Marketing Leadership Team. He will be based in Bermuda, pending authorization by the Bermuda Department of Immigration.
“In addition to being a brilliant marketer, Roberto understands the value of consumer mindsets, and equally important, he gets Bacardi,” says Ned Duggan. “He knows our people, our culture and brings a strong track record of collaborating that is key to continue unlocking even greater growth for the brand across the globe.”
Originally from Mexico, Roberto is fluent in Spanish, a father of four girls and a multi-awarded marketer, most recently, “Best Regional Marketer in Latin America” by Adlatina, an AdAge partner. Roberto will be based between the brand’s offices in Miami, Florida and global headquarters in Bermuda.