International spirits firm Bacardi India, has appointed of Zeenah Vilcassim as advertising director. Vilcassim will head shopper and customer marketing throughout the whole Bacardi portfolio of manufacturers beginning this month.
She will likely be accountable for driving synergies throughout advertising, business and finance groups to make sure campaigns are efficient, impactful and ship on enterprise targets. She will likely be based mostly out of the corporate’s Gurugram head workplace and report back to Sanjit Randhawa, managing director, Bacardi India.
Vilcassim started her profession with Bacardi 4 years in the past as international model director for DEWAR’S Scotch whisky. During this time, she targeted on rising the model’s footprint in rising markets and oversaw the advertising of three award profitable improvements.
Vilcassim mentioned, “During my time as global director for DEWAR’S Scotch whisky, India was – and still is – one of our most exciting markets. It is incredibly diverse, dynamic and constantly evolving. Each one of our iconic brands has an opportunity to play an authentic role in the hearts and minds of the Indian consumer. I can’t wait to get started and bring a little bit of creative rebellion into all that we do.”
Vilcassim started her profession as an economist and moved to a administration guide function in international banking at Ernst and Young. Her pivot into advertising was pushed by an curiosity in combining knowledge, analytics and creativity to speed up enterprise progress. She has held earlier positions inside digital analytics and content material and likewise led the whole UK operations as managing director at Protein earlier than becoming a member of the group at Bacardi.
Randhawa added, “As we continue to build and grow our portfolio in the country, we are thrilled to have Vilcassim as part of the India leadership team. She has played an integral role in the DEWAR’S brand’s global journey and will now be instrumental in driving the strategic direction and growth for the entire brand portfolio of Bacardi in India. With consumer at the heart of all our efforts, we’ll work closely to deliver on moments that matter and create solutions as well as campaigns that resonate with our audiences.”