The 43-year-old will be responsible for the Bacardi portfolio of rums including the Bacardí rum brand and the super-premium rums within the portfolio of the Facundo Rum Collection.
The still family-owned company says Vergara will be in charge of developing the global marketing strategy of the rum category and leading the creation of global promotional, creative and packaging assets, as well as directing the development of brand innovation and line extensions.
He will remain based in the Bacardi Global Brands headquarters in London and report into Dima Ivanov, chief marketing officer of Bacardi and president of Bacardi Global Brands.
Most recently, Vergara was vice president of global commercial for Bacardi responsible for customer marketing, commercial development, and international customers.
Vergara joined Bacardi in 2013 as vice president of sales and marketing Latin America and then was promoted to global customer marketing director to provide the frontline sales teams with insights, planning and activations.
Prior to Bacardi, Vergara held regional marketing roles at Procter & Gamble, Coca-Cola, SABMiller and Brown-Forman. He succeeds Dmitry “Dima” Ivanov who was promoted to chief marketing officer of Bacardi and president of Bacardi Global Brands in January.
