Measurement, experiences and new product development are key for Diageo CMO Syl Saller - she tells the Wall Street Journal


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Diageo CMO Syl Saller shares her marketing priorities

Diageo's Chief Marketing and Innovation Officer Syl Saller spoke to the Wall Street Journal about her role, what she enjoys most and her key priorities.

In the interview, Syl identified measurement, experiences, and new product development as top of mind for the company's marketing. She also described her role as broader than ever before, encompassing everything from innovation to design to R&D for Diageo's brands.

“It’s evolved a lot over the last five years,” said Syl of her job position.

New focuses and goals

Syl explained Diageo is placing a greater emphasis on measurement and effectiveness, which is making marketing more efficient and enabling the company to invest more heavily in its brands. The company is also focusing more on experiences and investing in innovative startups through its Distill Ventures program.

“We support entrepreneurs, we learn from them, and we think that’s a terrific way of doing new product development,” said Syl.

The Wall Street Journal article featuring Syl can be read here, or viewed in video format above. 

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