Neil Sutherland
Global Insight Director - Whisky @Bacardi
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WORK HISTORY
Global Insight Director - Whisky @Bacardi
London, GB
Lead strategic partner & ‘voice of the consumer’ to the Global VP Dark Spirits & Global Brand Directors. Member of the Dark Spirits Global Leadership Team & Global Consumer Insight Leadership Team. Responsible for all consumer and commercial insight for Bacardi’s dark spirit portfolio globally: Dewar\'s Scotch Whisky, William Lawson\'s, Aberfeldy, Aultmore, Craigellachie, Royal Brackla & The Deveron. Otard Cognac, D\'Usse Cognac & Benedictine. I mainly focus on consumer & new market understanding, creative development, measurement and evaluation of campaigns, as well using commercial sources to identify opportunities for growth. In the past year there has also been a significant time investment in strategic projects such as global brand positioning (Dewar\'s, all 5 single malt brands, Otard and D\'Usse), brand architecture and understanding codes for growth. We are the fastest growing major blended scotch & cognac manufacturer in the industry (IWSR 2014).
EDUCATION
University of Plymouth
Bachelor of Arts (B.A.), Marketing
Wine & Spirit Education Trust
Level 2, Spirits
University of Miami Herbert Business School
Bacardi Advanced Leadership Program
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