ibest21@nul.org

“I feel strongly about the power of belief. If you don’t believe in yourself, you cannot walk through the door, whether it’s open or not.” Ingrid Best is an American businesswoman and marketing executive of African American and Puerto Rican descent. With an unconventional path to success as a luxury marketer, Best brings a unique point of view to the industry – one focused on combining cultural nuances with clear sales-oriented goals to drive best-in-class marketing programs resulting in tangible brand growth. It is this expertise that has led Best to specialize in the management of Joint Venture spirits business partnerships, most notably with Bacardi’s partnership with Shawn “Jay-Z” Carter’s RocNation and Diageo’s partnership with Sean “LOVE” Combs.

Best was recruited by Combs Enterprises as the Vice President of Global Marketing, Spirits in March 2020 after the executive team recognized the duality of her business savvy and inherent cultural connectivity. In under a year, Best was promoted to Executive Vice President, Head of Global Marketing. In this role, Best has been intentional in her efforts to attract top talent to Combs Enterprises; she hired seven talented, Black marketing executives during her first few months at the company, further positioning Combs Enterprises as a company that leads by example, especially within the spirits industry which is typically white male dominated. Best continues to identify strategic growth opportunities, work with partner Diageo to restructure internal and external ways of working and has begun launching marketing efforts to substantially grow consumers’ saliency, advocacy, and loyalty for the portfolio’s brands.

Prior to Combs Enterprises, Best was the D’USSE Brand Director at Bacardi where she spearheaded the brand’s international marketing efforts, working hand-in-hand with Roc Nation to re-focus and reenergize the brand. While at Bacardi, Best introduced D’USSE XO to the global market by developing a digital-first brand strategy, launching the brand in South Africa for the first time, and identifying and hiring the brand’s first-ever global mixologist. She deepened these efforts by leveraging Roc Nation’s existing cultural moments in the U.S. including Rihanna’s Diamond Ball and the Pre-Grammy’s Brunch to increase product sampling and visibility among key influencers. Not one to rest on previous wins, Best continued to identify a myriad of opportunities while at Bacardi including an organic integration into Magic Johnson’s 60th A-list birthday soirée in St. Tropez.

Before Bacardi, Best spent over five years at Moet Hennessy working on the Belvedere and Hennessy businesses. Her work on Belvedere included the innovative launch of Belvedere Single Estate Rye Vodkas. While working on Hennessy Cognac, she helped redefine industry nightlife marketing standards to deliver on her aggressive localmarket sales goals (most notably for her instrumental leadership in the sales of an ultra-rare $65k Cognac blend); relaunched Hennessy V.S.O.P Privilege; and led the strategic positioning of Hennessy X.O and the ultra-premium Hennessy Paradis Imperial.

Best got her start in the spirits industry at Diageo where she launched a high end rum brand in San Francisco, Miami and New York to rave reviews from consumers, media, influencers and spirits experts alike. Her impressive work was recognized by Vitamin Water where she led their athlete and celebrity marketing initiatives including a project with Alex Smith (previously of the 49ers) before Diageo recruited Best to rejoin the company.

Best strategically aligns with but never solely relies on her ever-growing network including Sway Calloway (where she started her business career interning as a promoter), Ned Duggan (Global SVP, Bacardi), Christina Francis (President, Magic Johnson Enterprises), Angela Ye (iHeart Radio, Lip Service), DJ D-Nice, Tricia Clarke Stone (Narrative Agency) and Antoinette Stone (SVP Branded Entertainment, CBS), Joi Brown (Culture Creators), Donae Burston (La Fete Rose), Miatta David Johnson and Massah David (MVD Inc.), Chaka Zulu (Spotify), Michael Kyser (President of Black Music, Atlantic Records), Desiree Perez (COO Roc Nation), Aaron Goodwin (Goodwin Sports Management), Sean “Puffy” Combs and many more to help bring awareness and relevancy to whatever brand she is working on at the time.

Over the course of her over 15-year career, Best has earned an impeccable reputation as a behind-the-scenes marketing powerhouse. She has consistently held tight to the power of belief - from her early years as a promoter to her current executive role. It is her belief in herself that got her in the rooms she has been in and acquired her a permanent seat at the table. Best’s key mission is to mentor young professionals of color, with the goal of redefining the future face of Corporate America. She urgently encourages her mentees, and peers, to lean into her favorite hobby – travel (among art and wine collecting). Travel is also something Best consistently instills in her favorite personal life highlight: her son. Although currently limited, Best believes travel is a crucial way to continue to learn from other cultures and build a truly global point-of-view. It is through travel that Best, who was born in New York, raised in San Francisco and spent her young professional years in Oakland, has continued to sharpen her marketing prowess. Best’s parting words and keys to success? Be clear in your vision, bold in your ideas and deliberate in your execution. But most importantly, be good to people along the way.