Top brand marketer joins Bacardi board
Bermudian-based Bacardi Limited, the world’s largest privately held international spirits company, has appointed Alicia Enciso to its 13-member board of directors.
Bacardi said Ms Enciso brings more than 30 years of experience with multinational Fortune 100 companies in the food and beverages sectors with roles as general manager, president, chief marketing officer, and e-business officer.
Since 2017, she has served as chief marketing officer of Nestlé USA and previously served as president of the beverages division. She recently announced her retirement from Nestlé.
Prior roles include principal consultant and managing director of Zyman Group, a subsidiary of MDC Partners and various marketing leadership roles at Procter & Gamble and Estée Lauder.
Facundo L Bacardi, chairman of Bacardi Limited and a fifth-generation family member, said: “Alicia is a well-rounded business leader and global marketer who has presided over some of the world’s best-known brands.
“Her enthusiasm for modern marketing and building sustainable brands are a great complement to our long-term business ambitions and to continuing the family legacy for generations to come.”
Originally from Mexico, Bacardi said, Ms Enciso has been recognised as one of “Most Influential 100 Latinas” by Latino Leaders Magazine and named “Latino Marketer of the Year” by the Hispanic Marketing Council.
She also serves on the executive board for the Association of National Advertisers and the board of the Alliance for Multicultural & Inclusive Marketing. She previously sat on the advisory board of Google 21st Century Marketing.