She is currently global brand director for Bushmills and replaces Olga Martinez Garcia, who was recently appointed to the role of marketing and innovation director, Latin America and the Caribbean.
Miles joined Diageo Great Britain from Reuters in 2002 as strategy director and has worked in a number of marketing and innovation roles in the Great Britain and Europe businesses, on brands such as Smirnoff and Captain Morgan. She has also held the title marketing services director for Asia Pacific
Simon Litherland, managing director of Diageo GB, says: “I am delighted to welcome Sarah back to Diageo GB, she brings with her a great breadth of marketing and business experience. I am confident she will lead the GB Reserve team and continue its growth in this market and I and the rest of the executive look forward to welcoming her to the team.”
Miles will continue to be based in London, reporting to Litherland and sitting on the Diageo GB Executive.
Litherland recently stressed that the drinks company would invest strongly in flagship brands, such as Smirnoff, to build on its 5% sales increase last year.
Smirnoff is launching a full-integrated and interactive global campaign under the banner ’The Smirnoff Nightlife Exchange Project’, spearheaded in the UK by radio personality Zane Lowe.