Delhi: Bacardi India has appointed Zeenah Vilcassim as Marketing Director. Zeenah has already joined the India leadership team on 1st April and heads consumer and customer marketing across the entire Bacardi portfolio of brands. Bringing over a decade of leadership experience in strategy and consulting to her role, Zeenah will be key in driving synergies across marketing.She will be based out of the company’s Gurugram head office and report to Mr. Sanjit Randhawa, Managing Director, Bacardi India.
Zeenah began her career with Bacardi four years ago as Global Brand Director for DEWAR’S Scotch whisky. During this time, she focused on growing the brand’s footprint in emerging markets and oversaw the marketing of three award winning innovations, achieving record sell out volumes of each. Over the last year, Dewar’s saw the highest growth for the brand in over a decade.
Zeenah Vilcassim, Marketing Director, Bacardi India, commented: “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.”
Zeenah began her career as an Economist and moved to a Management Consultant role in global banking at Ernst and Young. Her pivot into marketing was driven by an interest in combining data, analytics and creativity to accelerate business growth. She has held previous positions within Digital Analytics and Content and also led the entire UK operations as Managing Director at Protein before joining the team at Bacardi.