As Head of Creative Excellence Zara is responsible for the creation and execution of integrated communications platforms across Bacardi’s core brands, and ensuring their adaption in all key markets - rooting them in popular culture, keeping them highly relevant to their audiences and unlocking growth for the business. With her background in creative culture, Zara believes that the two variables that can give you disproportionate growth in modern businesses is talent and creativity. If you have great people working on great ideas, it’s the biggest source of competitive advantage we can have. Zara reports into the Global CEO of Bacardi and is part of the Global Leadership team. She is the only female leader on this team.