We’ve launched Distilled 2025 - our annual Consumer Trends Report.
You’ve had the opportunity to work across different markets, brands, and roles at Diageo. Tell us about your career journey so far - what have you gained from the variety of your experiences and how has Diageo supported you along this journey?
I joined Diageo in 2018 as Marketing & Innovation Director in Ghana, a market with a complex total beverage alcohol portfolio. The task at hand was to grow quality market share and transform our bottom-line delivery. I learned a lot about prioritization as well as creating powerful partnerships with my commercial, supply and finance colleagues. Innovation is a huge part of what we do at Diageo, and during my time in Ghana we launched Guinness Smooth, Smirnoff Chocolate and Baileys Delight in the market.
In 2021 I took up a secondment opportunity as Global Marketing Director, Johnnie Walker moving to Amsterdam during COVID-19 – my first career experience outside of Africa. What a roller coaster, the type of ride so exhilarating you get back in line do to it again. There I led the communications and culture team to deliver the Keep Walking campaign reboot which helped lead to the recently announced milestone of Johnnie Walker surpassing 21 million cases globally.
I’ve had incredible support from various leaders in Diageo that shaped my personal belief ahead of my current role as Global Brand Director, Captain Morgan where I’ve now been for a year. Captain Morgan is one of Diageo’s Global Giants – produced in 16 countries and sold in over 100 countries around the world. It’s a privilege to work with such a talented team to lead the now, next, and beyond for this well-loved brand.
Captain Morgan has just launched a new global positioning and campaign - ‘Spice On’. What has it been like to work on this?
We started off with an ambition, make Captain Morgan a super brand in culture, doing what we do best – recruiting consumers at scale and having fun doing it too! To achieve this we went back to our roots, Spice. It’s what makes Captain Morgan so delicious and Spice is what makes each of us unique, that ‘you do you’ attitude of being authentically and unashamedly yourself.
I’m really excited about the possibilities of what we can do with this idea, celebrating Spice at its best and adding Spice to the world.
The first instalment is a new digital first campaign launching in GB, before rolling out across Europe. The campaign is voiced by good maverick, presenter and MC, Big Zuu and sees groups of friends bringing their own individuality and bold tastes to life as they hang out and put their own twist on how to enjoy Captain Morgan.
The work has challenged me to collaborate with market partners more than ever before, trust our agencies to unlock creative magic and most importantly – empower the global brand team to think boldly and execute with agility.
What is the best part of your job?
Being a brand marketer is my dream job. In its simplest form, I get to use data and creativity to shift consumer perceptions. But at Diageo, it’s a different level. The opportunity to work with such world class brands and leave a mark is a humbling experience.
You lead one of Diageo’s global giant brands - what are you passionate about as a leader and how do you help your team thrive?
My purpose is ‘to inspire others to dream big and pursue the impossible’ which feels succinct with the brand I work on today and the ambitious vision we’ve set as a team.
More broadly, I’m very passionate about bringing my purpose to life, investing energy in coaching talent to shape future leaders. A big example being the Africa marketing talent pipeline which has recently exported an exceptional number of rising leaders across our business internationally.
What is the best piece of career advice you’ve received?
While I don’t know Denzel Washington personally, I’ve always been inspired by this quote from him “fall down seven times, get up eight because ease is a greater threat to progress than hardship. So keep moving and keep growing … see you at work”.
What would be your top tips for anyone looking to join Diageo?
1. Strive to be a leader, go above and beyond.
2. Be your true authentic self, bring it to work every day.
3. Find your personal purpose and let it shine.
