Mauricio Vergara

Experience

• 

  The Coca-Cola Company

  Jan 1994 - Jan 2001

  Brand Manager

  Tapped to redefine the target consumer, positioning, and strategy for key different brands in Mexico: Delaware Punch and Fanta. Reversed declining market share and delivered brand equity – winning a Gold Effie for stabilizing and positioning Delaware Punch to achieve and maintain double-digit growth, three years in a row. For Fanta, I defined a consumer insights-based strategy that reversed the declining market share and brand equity.I started my career as a Clairol Brand Manager for Bristol Myers-Squibb and a Brand Assistant for Procter & Gamble. Show less

• 

  FEMSA Beer (Cerveceria Cuauhtémoc Moctezuma)

  Jan 2001 - Jan 2003

  Group Brand Manager

  I was recruited away from Coca-Cola By FEMSA’s CMO to develop a portfolio strategy that accelerated growth and gained competitive advantages for three of the company’s brands – delivering growth for the first time in ten years.

• 

  The Coca-Cola Company

  Jan 2003 - Jan 2008

  Vice President, Brand Marketing

  Recruited back to - and established a centralized strategy for the new region to accelerate growth in Flavor Brands portfolio across Venezuela, Colombia, Ecuador, Central America, and the Caribbean. I defined Coca-Cola’s Trademark portfolio strategy to penetrate new markets – growing Coca-Cola's Trademark in all divisions.

• 

  SABMiller

  Jan 2008 - Jan 2011

  Vice President, Marketing and Revenue Growth Management

  Reversed top and bottom line financial performance after 10 years of stagnant growth – catapulting gains through strategic, consumer insights and holistic Portfolio strategy. In this role, I led Brand Marketing, Trade Marketing, Revenue Growth Management, Insights, and Marketing Services in one of Latin America’s most complex markets, El Salvador. I developed key strategies that drove brand health, portfolio development, and EBITDA targets for 3 years while partnering with the business on the overall beverage portfolio strategy. Additionally, I served on the LATAM Marketing Leadership Team and the local Executive Committee. Show less

• 

  Brown-Forman

  Jan 2011 - Jan 2013

  Vice President, Global Marketing Director for Vodka Brands

  As a Global Marketing Leadership team member, I established Brown-Forman’s global vodka brands portfolio, protected market share, and sustained the growth of the top 10 global premium Finlandia brands in Europe and U.S, overseeing an organization across 10 countries. Despite market maturity and decline, I strengthened Finlandia’s brand from a premium to super-premium lifestyle brand – maintaining growth rate.Additionally, I launched 2 market-disruptive products by leading and partnering with global/EU leaders to re-launch Maximus vodka in Poland and directed the development of new brands to compete with ultra-premium markets in the U.S., UK, Australia and Russia. Show less

• 

  Bacardi

  Jan 2013 - now

  As President, COO, and Global Leadership team member, I head the long-term growth vision and strategy for Patrón tequila, Ilegal Mezcal and D´Ussé cognac businesses, with full P&L responsibility. While providing corporate governance, I steer some of Bacardi’s largest brands among a portfolio of +250 brands and labels across sales, commercial, production, supply chain, and brand home and hospitality operations. I led teams in strengthening Patrón's market leadership in North America and drive international expansion – making Patrón the fastest-growing, market leader of Super-Premium Tequila. In addition, I drove the accelerated growth of D’Ussé – the fastest-growing cognac in the U.S., while leading a global expansion via innovation, international expertise and finance strategies.I also work regularly with the Bacardi Board and serve as Board Member of Bacardi D’Ussé and of Bacardi Ron & Sta. Teresa JVs. Show less Appointed by Bacardi’s CEO and the North Asia Pacific Regional President to accelerate growth and position Australia as the exporter of Talent & Ideas for developed and emerging markets. While providing strategic and financial oversight, I guided Australia and New Zealand’s Business transformation, converted the region into Bacardi’s “innovation hub,” and partnered with the CEO and BOD on Patrón’s international expansion. I developed a 5-year strategy and commercial capability building plan to drive growth for the Australia/New Zealand business. Under my leadership, we rolled out new brand and product propositions across the region, transformed the culture, delivered the highest engagement scores, and delivered significant growth on the back of an aggressive innovation pipeline Show less I was selected to transform and lead the Bacardi North America business and all commercial operations for the company’s largest region and over 20 brands while serving as a member of the Global Executive Leadership Team. During this pivotal period, we reversed a declining revenue trend and delivered growth for the first time in seven years. I defined the commercial strategy to unleash the competitive advantage of the largest industry GTM transition – growing the top line for the first time in over five years. Along with the NA Regional President, I defined and executed a strategy focused on 5 core pillars: Performance, People, Planet, Partners, and Portfolio. I established the operating model to ensure joint planning and business performance management with our distribution partner, and set the organizational development vision – positioning Bacardi as a “Best Place to Work.” In addition, I worked with the Board to establish and lead the JV strategy between Bacardi and Sta. Terea – and was appointed to serve on Bacardi/Sta. Teresa Board to guide global expansion and brand development strategies. Show less Appointed to - and led the successful turnaround and growth acceleration of the entire Bacardi brand portfolio in North America, the company’s largest region, while serving as a Global and N.A. Executive Leadership Team member. In this role, I led all aspects of Marketing, Communication, and Brand performance of Bacardi and Grey Goose vodka globallythe company’s two largest brands.Under my leadership, we reversed Bacardi’s 5+ years of revenue decline and revitalized this legacy brand through new positioning and full range of premium/super premium extensions. We reclaimed #1 brand position in Spirits in heritage markets (i.e., Mexico), and gained media recognition as the leading rum category growth/premiumization. Additionally, I partnered with the CEO on a new corporate marketing structure that included Centers of Excellence in North America and Europe, as well as a Creative Excellence function. Show less

  • President & COO - Patrón Tequila, D’Ussé Cognac, Ilegal Mezcal & JV Board Member – Present

    Jan 2020 - now

  • Board Member - Bacardi & Sta. Teresa Joint Venture

    Jan 2017 - now

  • Board Member – Bacardi D’Ussé Joint Venture

    Jan 2020 - now

  • SVP, Managing Director Australia & New Zealand & Member of NAPC Executive Leadership

    Jul 2019 - Dec 2020

  • SVP & Chief Commercial Officer North America, Board Member

    Jan 2017 - Jun 2019

  • Senior Vice President / Chief Marketing Officer (CMO) North America

    Jan 2015 - Jan 2017

  • Vice President, Global Commercial and Customer Marketing

    Jan 2013 - Jan 2015