Nicaraguan rum company Flor de Caña has appointed Maribel Viteri as International Marketing Manager.

Based at Rum Marketing International, Flor de Caña’s headquarters in Miami, Viteri will oversee the brand’s global marketing in key markets such as Mexico, Chile, Spain, the U.S., Australia, Canada, Italy, France, the UK and the Caribbean. In the U.S., Viteri will partner with SKYY Spirits to maintain and expand Flor de Caña’s reputation as the bartender’s rum of choice, among other marketing initiatives. Viteri will report to Robert Collins, Managing Director of Flor de Caña.

“We are thrilled with Maribel’s appointment to Flor de Caña. She brings a vital mix of strategic consumer marketing skills, international brand experience and in-depth knowledge of the spirits and Hispanic markets that are required to take our vision of Flor de Caña in the global marketplace to the next level,” says Collins.

The Ecuador-native previously worked as director of marketing for ESPN Deportes, where she was responsible for the development and execution of consumer and trade marketing campaigns for all ESPN Deportes platforms. During her two years in this position, she was responsible for making ESPN Deportes the second most viewed Spanish language cable network behind Galavision. Before joining ESPN, Viteri spent six years at Diageo, where she served as multicultural marketing manager, leading Hispanic strategy and marketing efforts for brands such as Johnnie Walker, Buchanan’s De Luxe ScotchWhisky, and Smirnoff Ice. In that role Viteri was able to expand Diageo’s footprint into the Hispanic community by developing the company’s first Hispanic cause marketing campaign “Estamos Unidos” with spokesperson Cristina Saralegui.

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