Loomes replaces Brian Duffy as global brand director for Guinness, following Duffy’s recent promotion to category director for Diageo’s entire beer portfolio, which includes Red Stripe and Windhoek.
He will oversee brand strategy across all territories, many of which have adopted different approaches.
In the UK, Guinness switched positioning in 2009 from a drink to be enjoyed by people drinking on their own in the pub to one that can be enjoyed with friends at home or out.
It is also looking to bolster association with sporting occasions and recently became the first beer partner of Rugby Union’s Six Nations tournament.
As marketing and innovation director for Diageo in Ireland, Loomes was responsible for building the company’s flagship brands, including Guinness, in the country. He is said to have organised the 250th anniversary celebrations for the brand in 2009.