Bacardi North America Appoints Company Veteran Jeff Branson SVP And Managing Director, Commercial
April 5, 2024Bacardi has named company veteran Jeff Branson as senior vice president and managing director of commercial for North America. In his new role, Branson reports to Tony Latham, regional president of Bacardi North America, and is based in Coral Gables, Florida.
In his new post Branson will oversee commercial plans for Bacardi’s North America business, maintain distributor relationships, and look to accelerate growth in the market. The two-decade industry veteran previously led Bacardi’s business in Canada, where he served as vice president and general manager. In 2019, he moved to Southern Glazer’s, serving for two years as SVP of sales for the division dedicated to the Bacardi portfolio. The time spent at SGWS and return to Bacardi are part of a program between the companies to “accelerate talent development growth and create new leadership opportunities,” Bacardi noted. SGWS handles the Bacardi portfolio nationally.
“Jeff has the leadership skills and the industry relationships that are so critical to inspiring teams and building lasting partnerships in North America – a must win market in the spirits world,” said Latham. “His track record at Bacardi, and within the industry, has established him as a trusted leader with a winning mindset. I am looking forward to seeing his impact on our business and our team culture.”—Daniel Marsteller
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