He will be responsible for commercial operations in the area for the company’s internationally known portfolio of premium spirits, such as Bombay Sapphire and Dewar's.
Bomhard joins Bacardi from Kraft Foods, where he was president for its European coffee business, based in Zurich. He will join Bacardi on October 1 and will be based in Geneva, where he will become a member of the Bacardi Leadership Team.
Prior to the takeover of Cadbury by Kraft Foods, Bomhard was chief commercial officer for Cadbury, with worldwide responsibility for the marketing, category and sales functions of the chocolate, gum and candy brands, a position he held since 2009.
He started his career in marketing in 1991 with Procter & Gamble, where, over a period of eight years, he held various European marketing positions in Germany and Russia, including brand manager for Pampers in Europe and marketing manager for Russia.
He then moved to Diageo as vice-president of marketing for Burger King EMEA, based in London. He went on to become senior vice-president of marketing for Burger King USA, and, in 2001, was appointed general manager for Burger King in Southern Europe.
Before moving to Kraft, Bomhard worked at Unilever as senior vice-president of marketing and business development for food solutions.
He succeeds Robert Furniss-Roe, who assumed interim responsibility for Europe, Middle East and Africa as regional president in May, in addition to his duties as Bacardi vice-president of corporate planning and communications.
Séamus McBride, president and chief executive of Bacardi, said of Bomhard: "With his marketing and business operational acumen, I am confident he will be invaluable to Bacardi in reaching growth goals for both the company and our iconic brands in the ever-important growing and fast-developing EMEA region."
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