Bacardi India Appoints Zeenah Vilcassim as Marketing Director

Industry Watch | April 20, 2021 | News

Bacardi India Zeenah Vilcassim Dewar's

Bacardi India has announced the appointment of Zeenah Vilcassim as Marketing Director. Prior to this, Vilcassim was Global Brand Director for Dewar's Scotch whisky, which was bought by Bacardi in 1998, for four years. She will now head consumer and customer marketing across all brands for Bacardi India, informed a company statement. Vilcassim joined the team on 1 April 2021 and will report to Sanjit Randhawa, Managing Director, Bacardi India. She will be based in Gurugram. On her new role, she said, “During my time as Global Director for Dewar's Scotch whisky, India was and still is one of our most exciting markets. It is incredibly diverse, dynamic and constantly evolving. Each one of our iconic brands has an opportunity to play an authentic role in the hearts and minds of the Indian consumer. I can’t wait to get started and bring a little bit of creative rebellion into all that we do.” Randhawa added, “As we continue to build and grow our portfolio in the country, we are thrilled to have Zeenah as part of the India leadership team. She has played an integral role in the Dewar's brand’s global journey and will now be instrumental in driving the strategic direction and growth for the entire brand portfolio of Bacardi in India. With consumer at the heart of all our efforts, we’ll work closely to deliver on moments that matter and create solutions as well as campaigns that resonate with our audiences.”

Prior to this, she was Global Brand Director for Dewar's from the Bacardi stable.

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