Diageo Chief Marketing Officer Cristina Diezhandino has been announced as a shortlisted candidate for the WFA Global Marketer of the Year 2021 award, which is run in collaboration with WFA's media partner The Drum.
Here what Cristina says about her work at Diageo and the company's achievements.
Expert panel chooses marketing pioneers
The awards celebrate global and regional forerunners who have been making a difference in the world of marketing, with the shortlisted candidates being carefully selected by a jury panel comprised of marketers, consultants and industry experts.
Tasked with identifying those who are making the biggest impact on the increasingly global marketing business, the jury members each voted for their six preferred candidates from the full list of nominations. These votes were then added together, with the highest scoring marketers being shortlisted.
Redefining strategies to achieve business success
Cristina has been chosen alongside six of her peers in the marketing industry. Lauded for her achievement of re-imagining how the company’s 1,200-strong marketing team works, Cristina and her team at Diageo have introduced quarterly plans and small challenge teams to address specific short-term problems.
During the pandemic Cristina focused on enabling consumers to recreate that bar feeling at home, growing the Diageo e-commerce business, while also supporting bars and bar staff.
The shortlisted marketers are profiled on the WFA website and by The Drum in order to allow people to find out more about their successes.
The judging process
Judging will now be taken to a public voting phase, which will make up 50% of the final decision. The expert judging panel will then choose from the seven shortlisted candidates, making up the other half of the outcome. Winner to be announced early 2022.
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Disclosure: Where Women Work researches and publishes insightful evidence about how its paid member organizations support women's equality.