Bacardi India has elevated Zeenah Vilcassim as Marketing Director. She heads consumer and customer marketing across the entire Bacardi portfolio of brands and reports to Sanjit Randhawa, Managing Director, Bacardi India.
Bringing over a decade of leadership experience in strategy and consulting to her role, Vilcassim will be key in driving synergies across marketing, commercial and finance teams to ensure campaigns are effective, impactful and deliver on business goals, according to a statement.
Zeenah Vilcassim, Marketing Director, Bacardi India, 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.”
Sanjit Randhawa, Managing Director, Bacardi India, 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 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 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.”
Vilcassim began her career as an Economist and moved to a Management Consultant role in global banking at Ernst and Young. She had a stint with Mindshare as Senior Content Strategist and led the entire UK operations as Managing Director at Protein.
Vilcassim holds a Master’s degree in Econometrics and Quantitative Economics from The University of Edinburgh.
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