Diageo Chief Marketing Officer (CMO) Cristina Diezhandino is recognized on the Forbes World’s Most Influential CMOs List.

Cristina has inspired teams to adopt a mindset of possibility as they shape the social celebrations of the future.

Platforming the world's most influential CMOs

Forbes creates its prestigious list by analyzing billions of data points (literally) across 14 indicators, in three major areas of brand and CMO performance - personal impact on brand awareness, brand performance indicators, and industry and internal influence - each measured by distinct data sources.

The 50 CMOs recognized are the world’s most influential and collectively market, represent and influence thousands of brands across categories and industries.

Leading innovation and digital transformation 

Cristina was appointed Global CMO of Diageo on the eve of the pandemic, assuming responsibility for the innovation and digital transformation of some of the world’s most iconic alcohol brands - Guinness, Johnnie Walker, Tanqueray and Smirnoff among them. Since then, she’s overseen the launch of new product and technology innovations, bringing Diageo’s brands to more consumers globally while influencing the voice of a company spanning more than 180 countries.

Leading Diageo brands with purpose

In 2022, Cristina made the decision to drop the decorative gift boxes used for many of Diageo’s large scotch brands and higher-end labels, preventing 180 million cardboard boxes from becoming waste.

As a company that “operates in the world of celebration,” Cristina puts representation at the core of the work she and her 1,200-person marketing team do. Whether it’s a multinational Baileys Halloween campaign or a Sustainable Farming Academy showcasing the Irish farmers from whom Baileys sources its cream, Cristina leads the Diageo brands with purpose.

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