Cristina Diezhandino, CMO at Diageo, is one of the seven global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum.
Share this post
Cristina Diezhandino is Chief Marketing Officer at Diageo, a role she has held since July 2020 when she also joined Diageo’s Executive Committee. Previously Global Category Director for Scotch and Managing Director for Reserve brands, Cristina has extensive experience across Marketing and General Management, with deep experience in both emerging and developed markets.
Prior to her Scotch and Reserve role, Cristina was the General Manager for Central America and Caribbean, responsible for Diageo’s business in over 37 territories, successfully leading an extensive distributor network and commercial team.
Cristina has also held key roles as Regional Marketing & Innovation Director for Diageo Africa –where she was a Director on the East Africa Breweries (EABL) Board – and as Global Brand Director Whisky Portfolio & Gins and Johnnie Walker.
Prior to Diageo, Cristina was Marketing Director at Allied Domecq Spirits & Wine and held various roles, including Brand Director, at Unilever during her 11 years with the business.
What are the things she's most proud of?
Becoming CMO last summer, Cristina has led Diageo’s 1,200-strong marketing team and agency partners through a time like no other. By instilling what she calls a mindset of possibility, teams across the world adapted plans, created incredible, new content and tapped into trends to help consumers recreate the bar experience while at home.
From Tanqueray 0.0% and Baileys Deliciously Light to draught cocktail machines and Guinness MICRODRAUGHT, Cristina has overseen the launch of new product and technology innovations bringing Diageo’s brands to more consumers globally.
Supporting the bartender community through an incredibly challenging period was also a key priority. During Cristina’s time as CMO the Diageo Bar Academy went fully virtual and the number of users doubled to 1.6 million, and the best in bartending was celebrated when 50 markets were brought together for the World Class Global Finals which was watched by over 10 million people over five days.
- Andrea Álvares, Chief Brand, Innovation, International and Sustainability Officer, Natura
- Conny Braams, Chief Digital and Marketing Officer, Unilever
- Rupen Desai, Global CMO, Dole Sunshine Company
- Julia Goldin, EVP, Chief Product and Marketing Officer, LEGO Group
- Pratik Thakar, Head of Global Creative Strategy and Content, Coca-Cola, TCCC
- Jane Wakely, Lead CMO, Mars, Inc.