Bacardi Names New CMO

Dmitry Ivanov Promoted to Role

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Dimitry Ivanov
Dimitry Ivanov

Liquor-maker Bacardi Limited has named a new chief marketing officer, promoting an internal candidate to succeed Andy Gibson, who is leaving the job after a two-year stint.

Taking the reins is Dmitry "Dima" Ivanov, 38, who most recently was VP and global category director of rums. In that role he oversaw the introduction of a campaign by BETC, London, called "Untameable Since 1862," which plays up the heritage of the company and the Bacardi family. Bacardi's other brands include Grey Goose vodka, Bombay Sapphire gin and Dewar's scotch. The company bills itself as the world's largest privately-held spirits company.

Mr. Ivanov, whose title will be CMO and president of Bacardi global brands, will oversee brand equity, architecture, positioning, advertising, packaging, and strategic direction on innovation, according to the company. He will report to Bacardi Limited CEO Mike Dolan, who took the helm in May after serving as chairman and CEO of IMG Worldwide.

"With 20 years in consumer marketing roles, and eight years with Bacardi, Dima knows our brands and what it takes to successfully market premium consumer goods," Mr. Dolan said in a statement. "Having led the largest market within Europe, he also brings a perspective of what countries need from a CMO in order to execute brand ideas successfully."

Bacardi Limited experienced 5.5% volume decline in the U.S. in the three months through October, according to a recent report by Sanford C. Bernstein, which labeled the company as the "biggest volume loser" for the period. The report cited Bernstein analysis and data from the National Alcohol Beverage Control Association, which represents states that directly control the distribution and sale of alcohol.

Mr. Gibson joined the company in February 2013 after a stint at Carlton United Brewers in Australia. He replaced Silvia Lagnado, who left the company at the end of 2012. Mr. Gibson will leave Bacardi at the end of March "to ensure a smooth transition," the company stated.

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