Changes at Bacardi Global Travel Retail

17 April, 2019

Bacardi Global Travel Retail (GTR) has announced two senior team changes: Vinay Golikeri is promoted to managing director, GTR while Mike Birch will now focus entirely on Bacardi’s digital commerce business.

Golikeri (pictured) will be based in Dubai and will report to Maurice Doyle, president – incubation brands and global commercial development.

In spring 2018, Mike Birch took on additional responsibility for Bacardi’s digital commerce business as vice president digital commerce. He will now work purely on digital commerce business.

Doyle said: “Mike’s tenure in Global Travel Retail is something we are very proud of, for his partnership approach in delivering sustained growth of our business coupled with impactful traveller engagement plans. We wish Mike every success in his new role.

“Over the past 18 months, as commercial director GTR, Vinay has worked very closely with Mike and me to make this planned transition. I’m confident that with Vinay’s experience and leadership, Bacardi will reinforce our consistent commitment and partnership approach in GTR. Vinay brings a blend of commercial, operational and marketing acumen coupled with a passion for creating win-win relationships.’’

Golikeri has been with Bacardi for more than 16 years, starting in India followed by various marketing and commercial roles. Since 2011, he has been on the Bacardi GTR leadership team, initially as marketing director where, it is said, he contributed to a significant pipeline of product innovation and a step-change in shopper engagement.

In 2016, he became regional director, Bacardi GTR - Asia Pacific, Middle East & Africa, apparently achieving strong performance underpinned by insight and understanding of emerging market travellers. He subsequently took on global responsibility as commercial director, Bacardi Global Travel Retail. 

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