Alex Tomlin

About Alex Tomlin

I am an Ideas-driven business leader with extensive global experience across North America, Latin America, Asia Pacific, and Europe. With a proven track record in senior executive roles spanning General Management, Marketing, and Innovation, I am passionate about building iconic brands, inspiring high-performance teams, and driving transformative growth.Currently, I serve as the Regional CMO/SVP at Bacardi North America, where I lead Marketing, Customer Marketing, Digital Commerce, and Innovation. At Bacardi, I oversee a portfolio of iconic premium brands, including Bacardi Rum, Patron Tequila, and Grey Goose Vodka, driving growth in the company’s largest and most profitable market globally. I specialize in cultivating a culture of collaboration, creativity, and accountability, empowering teams to achieve exceptional results.Previously, I founded a strategic marketing and innovation consultancy, working with startups and multinational brands to disrupt markets. Prior to that, I spent 23 years at Diageo, where I held senior leadership roles and drove impactful transformation. I created and executed a business and industry-defining Tequila strategy, successfully turned around \'billion-dollar\' brands in Whiskey, Vodka, and Scotch, oversaw the Luxury “Reserve Brands” marketing and launched industry blockbuster innovations such as Crown Royal Regal Apple and Ketel One Botanical and many more. I was recognized on Entrepreneur Magazine’s Global Top 50 List for my ability to take bold risks, drive growth and lead high-performing teams.I am deeply passionate about big ideas, building brands in culture, and leading transformational growth in competitive markets. With a strong foundation in marketing leadership, I continue to challenge the status quo and deliver strong business results.

Experience

1. SVP Regional CMO, Bacardi North America

   Bacardi

   May 2020 — Present · Miami, FL, US

   As SVP/Regional CMO for North America at Bacardi, the world’s largest privately-owned spirits company, I oversee marketing, customer marketing, innovation, and digital commerce for our iconic portfolio across the US and Canada.Bacardi is home to premium, globally recognized brands including Bacardi Rum, Patron Tequila, Grey Goose Vodka, Bombay Sapphire Gin, Angel\'s Envy Bourbon, Dewar’s Scotch Whisky, St-Germain, Ilegal Mezcal, Cazadores Tequila, D’Usse Cognac, Santa Teresa Rum, Teeling Whiskey, and more.As the largest and most profitable market for Bacardi globally, North America plays a pivotal role in the company’s growth. I serve as a key member of both the North American Leadership Team and the Global Marketing Leadership Team, driving strategic initiatives to accelerate growth, build cultural connection and strengthen brand presence across the region.

Education

• GAP International, Singapore

  Executive Leadership Program - Breakthrough Intensive

  2007 — 2007

• MIT Sloan School of Management

  Executive Program - Digital Business Strategy

  2020 — 2020

• GAP International, Philadelphia

  Executive Leadership Program: Building a Breakthrough Executive

  2011 — 2012

• GAP International, Philadelphia

  Executive Leadership Program - Alignment Intensive

  2004 — 2004

• The University of Sheffield

  BA Dual Honours, Spanish and Business Studies