Diageo switches to category-led marketing approach

Diageo is to overhaul its Western European marketing structure to become category led in a move that sees territory marketing director roles scrapped.

Consumer marketing and innovation will be organised by drinks category level.

Marketing teams will be led by category directors responsible for brand, innovation and improving market share and financial performance.

Previously, marketing was led on a territory by territory basis.

The drinks maker claims the changes will “allow fast decision making and roll out of best practice.”

Developments, which follow a review of the drinks maker’s operating model, will take effect in September.

All marketing teams will now report into the newly appointed consumer marketing and innovation director for Western Europe, Matthew Barwell, who previously led marketing and innovation across the continent. They will, however, continue to operate “in country” in a bid to be “close to the consumer and close to sales”.

Philip Gladman, currently Diageo GB marketing director, will now oversee marketing of white spirit brands such as Smirnoff and Gordon’s.

Other changes see:

  • Guy Escolme, currently marketing director for Northern Europe, named category marketing director for whiskey brands such as Johnnie Walker.
  • Tanya Clarke, currently marketing director for Ireland, named category marketing director for beer brands such as Guinness.
  • Chris Lock, currently white spirits category marketing director at Diageo GB, named category marketing director for Baileys and sub-brands.

The changes bring Western Europe in line with Diageo’s business units globally, which all switched to a category-led marketing approach last year.

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