Global Chief Marketing Officer, Diageo
Cristina Diezhandino is Diageo’s Chief Marketing Officer and responsible for the marketing, innovation and digital transformation of some of the world’s most iconic brands, including Guinness, Johnnie Walker, Baileys and Smirnoff.
Appointed in July 2020, Cristina led Diageo’s marketing team and agency partners through a time like no other and instilled what she calls a ‘mindset of possibility’ to ensure that Diageo’s brands emerged stronger.
In her 17 years with Diageo, Cristina has held a variety of Marketing Leadership and General Management roles in both developed and emerging markets. Most recently she was Global Category Director for Scotch and Managing Director for Reserve Brands, and previous roles include General Manager for Central America and Caribbean and Regional Marketing and Innovation Director for Diageo Africa.
Cristina is listed on the Forbes World’s Most Influential CMOs List and in 2022, she was awarded the number one marketer in the Food and Drink sector by Campaign magazine, recognised by Marketing Week as one of the most effective marketers, and included as a top 10 Executive Ally on the prestigious OUTstanding LGBT+ Role Model Lists for her commitment to progressive marketing across Diageo’s 200+ brands, and her role as Global Executive Sponsor of the Diageo Rainbow Network. In 2023, Cristina was named Global Marketer of the Year by the World Federation of Advertisers after being in the top seven in 2021 and 2022.