He will be responsible for marketing brands, including Guinness, Smirnoff and Baileys, as well as for category marketing and the company’s marketing agenda in regard to responsible drinking.
He steps up from his role as senior vice president for Smirnoff and will start in June.
Gladman (pictured) replaces Philip Almond, who is now global marketing director for Baileys. He will report to Diageo GB managing director Simon Litherland.
Prior to working on the Smirnoff team, where he also held the position of brand director, Gladman led the European innovation team for the drinks maker and introduced brands such as Baileys Flavours and Guinness Surger.
He is a former global brand manager of P&G’s Max Factor Cosmetics range.
Matt Barwell, European marketing and innovation director, who has also been acting GB marketing director, says: “We’re looking forward to welcoming Philip back to GB, he is a great marketer with a fantastic track record of developing and executing fantastic marketing programmes.”