Sector News

Bacardi appoints new director to board

June 3, 2023
Consumer Packaged Goods

International spirits company Bacardi Limited has announced the appointment of Alicia Enciso to its board of directors.

Enciso joins with more than 30 years of experience with multinational Fortune 100 Companies in the food and beverage sector with roles as general manager, president, chief marketing officer and e-business officer.

She recently announced her retirement from Nestlé where, since 2017, she has served as chief marketing officer of Nestlé USA and previously served as president of the beverages division. Prior roles include principal consultant and managing director of Zyman Group, a subsidiary of MDC Partners and various marketing leadership roles at Procter & Gamble and Estée Lauder.

Chairman of Bacardi, Facundo L. Bacardi, described Enciso as a “well-rounded business leader leader and global marketer who has presided over some of the world’s best-known brands”.

He added: “Her enthusiasm for modern marketing and building sustainable brands are a great complement to our long-term business ambitions and to continuing the family legacy for generations to come”.

Originally from Mexico, Enciso has been named ‘Latino Marketer of the Year’ by the Hispanic Marketing Council. She also serves on the executive board for the Association of National Advertisers and the board of the Alliance for Multicultural & Inclusive Marketing. She previously sat on the advisory board of Google 21st Century Marketing.

By Melissa Bradshaw


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