Lisa Jedan 

VP Global Brand Communications 
Bacardi Limited
UK

 

 

In her seven years at Bacardi, Lisa Jedan has galvanized the group’s global communications strategy. A trailblazer in her use of influencer engagement for the brands she works with, Jedan has also been a firm advocate for diversity in all its facets.

She joined Bacardi Limited as global head of brand PR in 2014, overseeing a portfolio that includes Bacardi rum, Grey Goose vodka, Bombay Sapphire gin, Dewar's whiskey and Martini vermouth. She led multi-market PR strategy on brand platforms including Martini's sponsorship of the Williams Martini Racing F1 team – taking it from the sports pages to the lifestyle pages – and Bacardi's music platform. She was elevated to VP of global brand communications in 2018.

Adept at building and maintaining a strong client media presence, Jedan is known for her skill in developing campaigns and delivering results under aggressive deadlines and sensitive circumstances, while also acting as a mentor. She was head of communications for Bono’s Product (Red) campaign and has worked with the O2, Viacom International Media Networks (MTV, Comedy Central, Nickelodeon), the European Music Awards, the BAFTAs, SAB Miller, Samsung, American Express and Prada. She also held senior positions in agency, including at Ketchum and Freuds.

In what must be one of the most interesting side-hustles in the industry, Jedan is also a successful voice over artist – including as the voice of American brands such as Dove, Ziploc and Breyer's ice cream – and an actor; she has produced and acted in two off-West End plays and has written a comedy-drama TV pilot.

Can you share a moment in your career when you saw PR's direct impact on business performance?
Throughout Covid, when advertising and marketing budgets were reduced, as companies pivoted production to hand sanitiser, sought to motivate and care for employees and their families, or respond to large-scale social issues like Black Lives Matter, PR earned its place at the boardroom table and demonstrated both its direct and indirect impact on business performance.

What are the communications industry's biggest challenges and opportunities in the year ahead?
I think ESG provides huge opportunities for companies and brands to differentiate and really make an impact in the world, but it is also a big responsibility. For new companies, it’s their starting point. For more established companies, it can take time, but for consumers it’s becoming table stakes. I do believe however, it has to be done well and with the right motivation.

What have you most admired about this industry over the past year?
How we're starting to erase this invisible, made up ‘line’ that sits between ‘above’ and ‘below’.

What has most disappointed you about this industry over the past year?
How much more work we need to do on diversity and inclusion.

How have you switched off from work and maintained wellness in lockdown?
Exercising my commute, separating my work phone and personal phone and making time to learn new skills – from knitting to tennis to fitness training – that forced me to commit to something outside of work.

Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through this year or provided inspiration?
‘Mare of Easttown’, ‘It's a Sin’, ‘Ted Lasso’ and I'll never forgive the people that made ‘Yes Day’. I'm also a huge fan of podcasts that provided unending inspiration and moments of zen, from How I Built This with Guy Raz to Oprah's Super Soul Conversations.

If I wasn't working in marketing/communications, I would be...
In the entertainment industry.

Sum up 2021 in one word.
Conscious.