Michael Birch

Michael Birch has extensive experience in the beverage industry, currently serving as Vice President of Digital Commerce (Global) and previously as Vice President and Managing Director for Global Travel Retail at Bacardi since September 1998. Birch leads one of the company's six business units, overseeing full P&L responsibility and managing marketing, sales, finance, supply chain, and human resources teams, with upwards of 280 direct and indirect reports. Prior roles at Bacardi include Global Sales Leadership Director, where key initiatives aimed at enhancing global sales effectiveness were implemented, and Sales Director UK & Commercial Director Ireland, which involved managing significant teams in sales and marketing functions. Birch's earlier career includes positions at Virgin and The Coca-Cola Company, and academic credentials include a BA(Hons) in Geography from the University of Nottingham.