Bacardi Rum has brought back Roberto Ramirez Laverde as Global SVP effective immediately. Laverde 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.

Laverde will report to Duggan and joins the Marketing Leadership Team. He will be based in Bermuda, pending authorization by the Bermuda Department of Immigration.

During his previous tenure at Bacardi from 2013-2019, Laverde contributed to building the premiumization strategy for the company’s aged Bacardi rums and Facundo rum collection. He contributed to launching the iconic rum brand’s portfolio of premium, aged rums and building the architecture that continues to define the premium rum category.

Earlier in his Bacardi career he led the Rums Category for Latin America and Caribbean Region, originally joining Bacardi in 2013 as Marketing Director for Mexico. There he supported brands across the portfolio including Bacardi rum, Grey Goose Vodka, Bombay Sapphire, Dewar’s Scotch Whiskey and Patron Tequila.

“In addition to being a brilliant marketer, Roberto understands the value of consumer mindsets, and equally important, he gets Bacardi,” Duggan said in a news release. “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.”

Laverde rejoins the brand from Mastercard in Latin America and the Caribbean where he served as Senior Vice President Marketing and Communications for the last four years.

“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,” Laverde said.

Originally from Mexico, Roberto is fluent in Spanish, a father of four girls and a multi-awarded marketer, including “1 of the 10 most Effective Marketers in Latin America” and most recently, “Best Regional Marketer in Latin America” by Adlatina, an AdAge partner.

For more information, visit https://www.bacardi.com/us/en/.