2019 - 2023
Bacardi, London
Helping Bacardi adapt and grow
At Bacardi, I focused on transforming how teams worked by introducing new methods and processes that encouraged adaptability and innovation. By helping teams rethink challenges, embrace new approaches, and better harness the power of social media, we aligned behaviours with business goals, driving meaningful and lasting impact.
Empowering teams to embrace change and grow
Bacardi X was all about running behavioural change experiments to teach teams how to embrace growth mindsets while solving real business challenges. It brought together diverse teams from across the organization, using Design Thinking to create practical solutions and embed new ways of working.
Each experiment tackled a specific challenge. In Global Travel Retail (GTR), the team explored whether using traveller data, rather than traditional segmentation, could drive better marketing results. For Supply Chain, the focus was on identifying and addressing the root causes of forecasting issues, improving accuracy and efficiency.
Through these experiments, employees learned to embrace change, work collaboratively, and use data to make smarter decisions, creating lasting impact. The result? A more adaptable, future-ready workforce aligned with Bacardi’s vision.
From problems to solutions through iteration
Bacardi Sprints were created to help marketing teams work smarter by focusing on how to define problems clearly and test small, actionable solutions. These 1-5 day sessions were all about working closely with individual brands, guiding them to better understand their challenges and explore new ways to connect with their audiences.
Each Sprint combined data-driven insights with rapid prototyping to create marketing campaigns that truly resonated. By testing ideas quickly, teams could refine their strategies and ensure they were solving the right problems.
The approach delivered big results, including a 20% boost in creative effectiveness and stronger brand loyalty. Bacardi Sprints eventually inspired the creation of Bacardi X, expanding this iterative process to tackle challenges across the entire business.
Turning social engagement into business growth
Social Studios was a transformative initiative launched in partnership with the President of Bacardi Mexico to redefine how social messaging was approached in one of the key markets. The goal was simple: make social content relevant, data-led, and impactful.
We worked closely with a local agency to embed a new process. First, we ‘listened’ by analysing market-specific data from Mexico City to understand trends and consumer behaviour. Next, we quickly moved to ‘make’, crafting social narratives that spoke directly to the audience. Finally, we partnered with local media teams to ‘deploy’ campaigns with speed and precision.
The results were transformative: engagement soared, and Bacardi’s sales surpassed competitors. Social Studios proved the power of data-led social work, showcasing how great content drives business success and the value of agility in marketing.
