Bacardí announces new global vice president

Fabio Di Giammarco has been made global vice president for Bacardí rum. He is responsible for the Bacardí rum brand marketing efforts globally, including positioning, advertising, packaging and pricing.

He reports to Mauricio Vergara, CMO North America and will be global lead for Bacardí rum and Grey Goose vodka. He will be based in the Bacardi global headquarters in Hamilton, Bermuda, pending Bermuda Department of Immigration approval.

The 42-year-old most recently served as vice president, marketing and commercial, for Bacardi Latin America & Caribbean (LAC) leading the marketing and commercial teams and overseeing commercial execution and alliances across the region.

He joined Bacardi in 2012 as managing director of Brazil and has since held a number of roles throughout the LAC region. With him as the commercial leader in Brazil, the flavored rum portfolio reached historic record sales, says the company and Bacardí Big Apple became the fastest-growing spirit in Brazil’s history. In 2013, Bacardí achieved the top rum market share position in Brazil ― a position the brand continues to hold.

Bacardi also says Di Giammarco increased Bacardí rum distribution with gains in Brazil, Uruguay, Argentina, and Chile. Under his watch, Bacardi in Brazil ranked among the top ‘Great Places to Work’ and was recognised for its diversity practices.

He is said to bring 21 years of commercial experience working in markets within Latin America and Europe. Prior to joining Bacardi, Di Giammarco’s responsibilities included marketing strategy for the SAB Miller beer and soft drinks business in Latin America, as well as a variety of leadership positions at international consumer products companies including VP, global head of marketing communications with Royal Philips Electronics in Amsterdam; chief marketing officer Latin America at Philips; sales development director with Danone in Italy; and commercial manager with Empresas Polar in Venezuela.

Di Giammarco holds a master in business administration from Bentley College Graduate School of Business in Massachusetts and a bachelor of science in advertising and public relations from Universidad Católica Andrés Bello in Venezuela. An Italian citizen, he is fluent in English, Spanish, Portuguese and Italian.