He is responsible for "developing the global marketing vision and premium positioning of the Bacardi portfolio of rums". Ivanov was most recently managing director for the country operations of Bacardi in Russia. He is to be based in London.
According to Bacardi, its namesake rum is the fastest-growing rum brand in Russia, while Martini holds the top spot as the number one vermouth and sparkling wine brand in the country. Meanwhile the company said William Lawson's is the number one whisky brand in both value and volume in Russia.
Ed Shirley, president and chief executive officer of Bacardi Limited said Ivanov "brings a special passion to the Bacardi rum brand and the organisation as a whole with his industry knowledge and an entrepreneurial leadership style that delivered growth in one of the industry’s hottest emerging markets. He understands how to manage premier brands and is the kind of engaging and inspiring executive that will take the Bacardi brand to a new level of excellence".
Ivanov started his career with Bacardi in 2005 as the marketing director for the portfolio of premium products in Russia in charge of marketing strategies and execution of all brand activities in the country. He previously worked for Red Bull Russia as marketing director.
Ivanov said: “Having built a strong, results-driven marketing and operational team in Russia with exceptional brand growth and successes, I look forward to achieving the same accomplishments in this new global role.”
Meanwhile the company announced the departure of Silvia Lagnado, chief marketing officer of Bacardi and president of Bacardi Global Brands. He is leaving the company over the next few months to "pursue other interests".
Shirley said: “We thank Silvia for her contributions and dedication to the Company and wish her every success."
A replacement will be announced in due course.
