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Diageo CMO Cristina Diezhandino named Global Marketer of the Year 2022

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By Jennifer Faull | Deputy Editor

February 15, 2023 | 6 min read

The marketer was chosen after a combined vote from an expert jury and over 7,000 votes from the industry at large.

Diageo

Diageo CMO named Global Marketer of the Year

Diageo’s global chief marketing officer, Cristina Diezhandino, has been named Global Marketer of the Year 2022 by The World Federation of Advertisers (WFA) and The Drum after making the annual award’s shortlist for the second time in a row.

Since 2017, the WFA and The Drum have been seeking to identify the person in a global or regional role who has, over the last 12 months, made the most impact on their company, our industry and the reputation of marketing among consumers.

Diezhandino said: “I am delighted and immensely proud to be named WFA Global Marketer of the Year 2022. I hold the WFA in the highest regard and truly value the work it does in championing and inspiring our industry. This award is very special to me and I accept it on behalf of the entire Diageo marketing team, who have all joined me in embracing a mindset of possibility – one that allows us to be open, challenge ourselves and keep driving forward.

“We aim to continue building our iconic portfolio of brands, in the context of a changing and sometimes volatile consumer environment and in doing so, we have a real opportunity to drive value, not only for our business but also for the communities in which we operate.”

Diezhandino has led global marketing at Diageo since July 2020. Previously, global category director for Scotch and managing director for Reserve brands, she has extensive experience across marketing and general management in both emerging and developed markets.

Prior to her Scotch and Reserve role, Diezhandino was general manager for Central America and Caribbean and has held key roles for Diageo Africa and as global brand director for its whiskey portfolio, gins and Johnnie Walker.

Since becoming Global CMO in 2020, she has taken a leading role in driving the company’s marketing and innovation strategy and leading Diageo’s 2,180-strong marketing team and agency partners.

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“Cristina has demonstrated how marketing leadership and innovation go hand in hand and help build brand relevance,” said WFA President and chief marketing and communications officer of Mastercard, Raja Rajamannar.

“Cristina has demonstrated how marketing leadership and innovation go hand in hand and help build brand relevance. At the same time, she has been delivering on sustainability by reducing the company’s packaging and enhancing the talent within the Diageo marketing team.

“In delivering across such diverse issues, she demonstrates not just how complex the role of a CMO has become, but also how to be successful in a global position. At the same time, she has been delivering on sustainability by reducing the company’s packaging and enhancing the talent within the Diageo marketing team. In delivering across such diverse issues, she demonstrates not just how complex the role of a CMO has become, but also how to be successful in a global position.”

  • You can read more about her sustainability and diversity agenda here.

This is the sixth year that the WFA has run its Global Marketer of the Year Award. Last year, it was won by Conny Braams from Unilever. Previous winners include Marc Pritchard from Procter & Gamble, Lubomira Rochet, then at L’Oréal, Mastercard’s Raja Rajamannar and Unilever’s Keith Weed.

As part of Global Marketer of the Year 2022, the expert jury also presented a special recognition to Jodi Harris, former VP of marketing culture and capabilities at AB InBev, who sadly passed away earlier last year. Harris is considered to have played a key role in AB InBev’s creative success as well as being an industry champion for better marketing. Her work is reflected in the brewer being named Cannes Lions 2022 Creative Marketer of the Year.

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