Jessica Merz has been appointed Bacardí Ltd’s director of global external corporate communications.

Based in Coral Gables, Florida she will be responsible for the management, development and execution of the company’s narrative across traditional media and digital platforms. In addition, Ms Merz will oversee all brand archives, to showcase and leverage the company’s one-of-a-kind history, as well as protect its legacy.

In this role, Ms Merz will ensure that the communication strategy for Bacardí is consistent and reflects the organisation’s strategic vision and unique culture, as well as advocate on behalf of the company brand with external stakeholders across all communications channels. She continues to report to chief communications officer K.C. Kavanagh.

“We are thrilled for Jessica to take on this role,” Ms Kavanagh said. “Her experience and dedication to Bacardí, combined with her success over the last eight years leading our internal communications effort, make her the perfect choice to spearhead the company’s external communications and continue to push boundaries, tell our story, and manage the reputation of Bacardí.”

Ms Merz most recently served as director of internal corporate communications at Bacardí. She was responsible for communicating strategic initiatives, driving adoption of new tools and executive messages to engage approximately 7,000 employees across the globe.

Originally from Ecuador, Ms Merz joined Bacardí in 2011, and in 2016, spearheaded Bacardí’s no straws pledge, challenging company offices to do away with straws and stirrers, which often wind up as ocean-borne trash. The campaign eliminates nearly 650,000 straws and stirrers from the environment annually.

Prior to Bacardí, Ms Merz led internal communications for ADT North America, DHL Express in the US, and other global organisations. She was a recipient of PRWeek 40 Under 40 and PR News’ 15 to Watch.