MIAMI — Bacardi has named Jessica Merz, an eight-year veteran of the company’s communications team, director of global external corporate communications.

In her new role, Merz is responsible for the management, development and execution of the spirits company’s narrative across traditional media and digital platforms.  She will also oversee all brand archives and ensure that communications align with the larger vision and culture of Bacardi, which started in 1862 in Cuba.

Merz has served as Bacardi’s director of global internal corporate communications since 2011, a role in which she was responsible for engaging 7,000 employees worldwide. She replaces Amy Federman, who left the job in November to lead comms at Ryder.

“We are thrilled for Jessica to take on this role,” said chief communications officer KC Kavanagh. “Her experience and dedication to Bacardi, combined with her success over the last eight years leading our internal communications effort, make her the perfect choice to spearhead the company’s external communications and continue to push boundaries, tell our story, and manage the reputation of Bacardi.”