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Bacardi Taps Diageo Veteran Parker To Lead Marketing For Grey Goose And Patrón

February 24, 2020

Bacardi Ltd has named Kathy Parker as CMO of Grey Goose vodka and Patrón Tequila. Parker comes to Bacardi from Diageo, where she spent 12 years, most recently as senior vice president for global premium rums, gins, and portfolio Scotch whisky brands. She also served as senior vice president of marketing innovation and led global marketing and innovation for Guinness. Prior to Diageo, Parker spent 15 years at Unilever.

According to Bacardi, in her new role, Parker will “drive global strategy including brand equity, architecture, positioning, integrated marketing across creative, media, and experiential, plus new product development and innovation” for Grey Goose and Patrón. She will report to CEO Mahesh Madhavan and join the company’s leadership team. According to Impact Databank, Grey Goose was flat at 3.6 million cases globally last year, while Patrón jumped 11% to 2.8 million cases.—Daniel Marsteller

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