Bacardi India has announced the appointment of Zeenah Vilcassim as marketing director.
Vilcassim joined the India leadership team on 1 April and heads consumer and customer marketing across the entire Bacardi portfolio of brands. Prior to this, she was based in London and was global brand director for Bacardi's whiskey brand, Dewar's.
She is now based in the company's Gurugram office and reports to Sanjit Randhawa, managing director, Bacardi India.
Prior to joining Bacardi, she was managing director at Protein.
Vilcassim 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 said, “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 brand Dewar'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 consumers 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.”