The Guinness and Smirnoff maker is investing heavily in digital marketing channels such as Facebook, seen by some as more targeted and cost efficient, to drive efficiencies in its media spend.
Mendelsohn is currently EMEA vice-president of the social network, the most senior role outside of its US base. Revenue from European operations hit $824 in the first quarter of its financial year. She joined from the agency she owned, Karmarama where she was also executive chairwoman.
In a statement announcing her appointment Diageo chairman Dr Franz Humer says: “I am delighted Nicola is joining Diageo’s Board.
“Her senior experience at the forefront of digital marketing and communications will be of great benefit to Diageo and its brands, as we seek to pursue long term profitable growth through innovation in all areas of our business”.
Mendelsohn will take her place in the boardroom on 1 September. She will also join the company’s audit, nomination and remuneration committees.