Former Coca-Cola Executive Appointed as Head of Marketing Strategy at Diageo
Samantha Lee, a former executive at Coca-Cola, has been appointed as the senior vice-president for marketing strategy and operations at Diageo, one of the leading global spirits companies.
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Former Kraft Heinz Northern European CMO Irina Rodina has joined spirit business Bacardi in a global role as senior vice-president for marketing strategy and operations.
Bacardi, the largest privately-held spirits business globally, owns several brands such as Martini, Grey Goose, and Patrón. Bacardi is also the second largest-selling rum brand worldwide.
Rodina will oversee "driving strategic alignment and marketing transformation" in all areas, including media partnerships, data and analytics, and innovation.
She will work closely with global, regional, and local teams to support them in their mission. Rodina has expressed admiration for the entrepreneurial culture at the privately owned company. In her new role, she aims to empower the marketers to excel in creating meaningful moments, as stated in a LinkedIn post.
Rodina will be reporting to Ned Duggan, Bacardi's global CMO, who assumed the position in late 2022. In a post on LinkedIn, Rodina expressed her gratitude to Duggan for the trust he has shown in her as she embarks on her new role.
Having joined Kraft Heinz in 2020, Rodina spent nearly two years at the company.
Rodina led the launch of Heinz's first global brand platform, 'It has to be Heinz', which was the company's largest media investment at the time. This initiative covered the Northern European zone, which includes the UK, Ireland, and the Nordics.
In addition, she spearheaded innovation in pasta sauces, including a notable partnership with vodka brand Absolut, all in line with the goal of expanding the brand's reach beyond just ketchup.
Rodina was recognized as one of Our Website's Top 100 most effective marketers in 2023 for her leadership and accomplishments at Kraft Heinz.
Before her time at Heinz, Rodina held a position at the world's largest pasta brand, Barilla. She served as the global vice-president of marketing for new business model innovations.
Before joining her current company, she worked at Unilever for almost twenty years. She started as a trainee and worked her way up to become the senior global marketing director for transformation. Additionally, she was selected as a fellow of The Marketing Academy in 2023.
Editor's P/S:
Irina Rodina's appointment to Bacardi as Senior Vice-President of Marketing Strategy and Operations is a testament to her proven expertise and leadership in the industry. Her successful track record at Kraft Heinz, where she spearheaded significant initiatives and drove brand growth, bodes well for her new role at Bacardi. Rodina's focus on strategic alignment and marketing transformation aligns with Bacardi's ambitious goals, and her experience in fostering innovation and collaboration will be invaluable in driving the company's continued success.
Rodina's admiration for Bacardi's entrepreneurial culture and her commitment to empowering marketers highlight her passion for creating meaningful brand experiences. Her collaboration with global, regional, and local teams will ensure that Bacardi's marketing efforts resonate with consumers worldwide. This appointment is not only a significant career milestone for Rodina but also a strategic move for Bacardi as it seeks to strengthen its position as a global leader in the spirits industry.
