Tick will join the New York office in April and report to Gustavo Martinez, the worldwide chairman and chief executive.
At Bacardi, Tick developed a global strategy for Grey Goose. Before that, he was the co-president at the Interpublic shop Gotham.
Martinez told Campaign: "Lyle will focus on developing new revenue streams, working across all disciplines and looking at new opportunities. He’ll also work with Guy Murphy [the worldwide planning director] on driving the new JWTIntelligence."
Tick added: "The opportunity to write a new chapter in the story of a 150-year-old brand is really exciting."