Meet Cristina Diezhandino, the brilliant mind behind the groundbreaking marketing strategies at Diageo

In the competitive world of spirits and beverages, one name stands out for its exceptional contribution to the industry’s marketing landscape – Cristina Diezhandino. As the Chief Marketing Officer for Diageo, a global leader in alcoholic beverages, Diezhandino has not only elevated brands but has also become a trailblazer, reshaping how the world perceives and experiences the art of libations.

In this exclusive feature, we delve into the captivating journey of Cristina Diezhandino, exploring the milestones that have defined her career and the innovative strategies that have left an indelible mark on Diageo’s brand portfolio. From iconic Scotch whiskies to renowned vodkas and classic gins, Diezhandino’s influence extends across a diverse spectrum of spirits, reflecting her unparalleled ability to navigate the complex and dynamic world of consumer preferences.

Join us as we uncover the driving force behind Diezhandino’s passion for marketing and the insights that have fueled her creative vision. From her early career endeavours to her current role as a leading force in the global marketing arena, we explore the unique blend of creativity, strategic acumen, and dedication that has propelled her to the forefront of the industry.

Get ready to raise your glass to the inspiring narrative of Cristina Diezhandino – a marketing maven who has not only shaped the way we savour our favourite spirits but has also crafted a legacy of innovation, inclusivity, and unwavering dedication to the art of storytelling through brands.

Known by all and sundry as a seasoned marketing professional with over 25 years of experience in the consumer goods industry, Cristina Diezhandino joined Diageo, the world’s largest producer of spirits and a key producer of beer and wine, in 2008, and has since then held various roles in marketing and general management across different regions and categories.

Beginning her career journey, Diezhandino started at Unilever, where she held various marketing roles in the US, UK, and Spain. She then joined Allied Domecq, a multinational alcoholic beverage company, as the Corporate Marketing Director for Spain.

Diezhandino has a proven track record of delivering growth, building brands, and driving innovation. She was previously the Global Category Director for Scotch in the year July 2017 – July 2020 in Amsterdam Area, Netherlands and the Managing Director for Reserve Brands also in the Netherlands in the year September 2015 – July 2017, where she led the transformation of Diageo’s luxury portfolio and accelerated the performance of its Scotch whisky brands, such as Johnnie Walker, Buchanan’s, and Singleton. She was also the General Manager Central America & Caribbean in Miami/Fort Lauderdale Area in the year January 2013 – September 2015, and the Marketing and Innovation Director for Africa in the year April 2009 – December 2012, where she successfully expanded Diageo’s presence and relevance in these emerging markets.

Appointed as the Chief Marketing Officer for Diageo in July 2020, Diezhandino has been responsible for leading the brand’s global marketing strategy, innovation, and creative excellence, as well as overseeing the company’s portfolio of over 200 brands, such as Johnnie Walker, Smirnoff, Guinness, Tanqueray, and Baileys. She is also the custodian of Diageo’s purpose, values, and culture, and champions the company’s commitment to diversity, inclusion, and sustainability.

Cristina Diezhandino has positioned herself as a global business leader with a demonstrated international trajectory in Consumer Packaged and Luxury Goods. She has been a leader of iconic global brands and highly talented teams.

Throughout her career life, Cristina Diezhandino has served as a role model and mentor for many aspiring and talented marketers, especially women. She is a vocal advocate for gender equality and diversity in the marketing industry and has been instrumental in driving Diageo’s progressive policies and practices, such as the 50:50 gender balance in its leadership team, the equal parental leave policy, and the Free the Bid initiative to support female directors in advertising.

In the course of disseminating her duties effectively, Diezhandino has been recognized for her outstanding achievements and contributions to the marketing industry. She was named the WFA Global Marketer of the Year 2022, an award that celebrates the role of marketing as a force for positive change and growth. She was also ranked among the Forbes World’s Most Influential CMOs in 2022 and 2023, and the Campaign Power 100 in 2022.

Cristina Diezhandino is a respected and influential figure in the marketing world and has been invited to speak at many prestigious events and platforms, such as the Cannes Lions Festival of Creativity, the World Economic Forum, and the WFA Global Marketer Week.

Cristina Diezhandino is a dynamic and inspiring marketer who has made a significant impact on Diageo’s business and brand reputation, as well as the marketing profession and society at large. She is a leader who embodies Diageo’s purpose of celebrating life, every day, everywhere.

Diezhandino is passionate about creating meaningful connections with consumers, inspiring teams, and making a positive impact on society.

In terms of her affiliations, she is a member of several industry associations and councils, such as the World Federation of Advertisers, the Marketing Society, and the Marketing Group of Great Britain.

In terms of her educational background, she was a student of the Stanford University Graduate School of Business where she studied the Stanford Executive program for 1 year spanning 2015-2015, Comillas Pontifical University, where she obtained an E2, in Business Economics from 1984 to 1989, ESSEC Business School from 1988 to 1988. She also attended the Marketing Academy Fellowship where she studied marketing leadership and business management, board level thinking and development in all elements of board stewardship in the year 2018 – 2019.

She also had her elementary education at BBE Gap International.

Delving into her family background, Cristina Diezhandino is a Spanish national who was born in Madrid and grew up in Barcelona. She speaks four languages: Spanish, English, French, and Portuguese.

She has passion for travel, culture, and learning, and has lived and worked in several countries, such as the US, UK, Spain, Caribbean, Central America, North America, Africa, Latin America and Europe.

By: Diella Teku and Eunice Dziedzorm Dzah/ MarketingWorld