Diageo Chief Marketing Officer Cristina Diezhandino is included in Marketing Week's list of the Top 100 Most Effective Marketers.
Leading major initiatives at Diageo
Formerly Global Category Director for Scotch and Managing Director for Reserve (Diageo’s luxury brands business), Cristina helped Diageo’s Reserve brands division increase from third to first in luxury market share.
Cristina has also led Diageo's biggest single investment in Scotch whisky tourism. This includes the establishment of a state-of-the-art immersive Johnnie Walker visitor experience in Edinburgh, as well as the transformation of its visitor centres across Scotland.
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