Paul Basford will take on the role of chief commercial officer at Pernod Ricard USA and joins the business from William Grant & Sons.
He was formerly president and managing director for USA at William Grant & Sons.
In his new role, he will report to Conor McQuaid, chairman and CEO of Pernod Ricard’s North America division.
Basford’s role will include defining and executing the division’s commercial vision and strategy to build the portfolio and encourage top-line growth. He will be focused on commercial planning and execution, driving commercial transformation, and supporting the firm’s talent development.
He has more than two decades of leadership experience in the global beverage industry, with ‘extensive’ expertise in sales transformation, brand growth and strategic planning across both alcoholic and non-alcoholic segments.
Prior to joining William Grant & Sons, he held senior roles with Danone Waters of America, Britvic Soft Drinks and Diageo.
There have been big changes across Pernod Ricard’s global divisions this year, with the firm’s global commercial director for premium and gin defecting to Rémy Cointreau.
The firm’s UK division also appointed a new marketing director, after the former role holder moved to Chivas Brothers, Pernod Ricard’s Scotch whisky arm.
In its most recent financial results, Pernod Ricard saw organic revenue drop by 1% after Cognac sales decreased in China.
The firm’s wine business was acquired by Accolade Wines last month.
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Author: Lauren Bowes
