Celebrating Women's History Month with Catharina von Franck, Commercial Director - On Trade

If you could have a drink in The Luminist Bar in Diageo 1HQ with any three women from the past or presence, who would it be and why?.

I love connecting over a drink! The ladies I’d share this moment with would be:

• Ruth Bader Ginsburg, because she’s really ripped up the rule book of what it means to be a woman in a male dominated industry and has been fearless in terms of fighting for what’s right
• Lizzo, because she’s challenging stereotypes in her very own fearless and authentic way – and she’s hilarious
• My mum, whom I love dearly. My other very important role in life is being a mum to 2 little girls myself and I think it’s important we learn from generation to generation and set great examples for the future – she certainly did for me. I’d also hope I keep a connection to my girls, so that they invite me to a drink when they’re all grown up!

It’s got to be a Don Julio Margarita with chili salt on the rim. I turn up to most my friends’ gatherings with a bottle and some limes myself – they’re easy to make and DELICIOUS.

Professionally, supporting the trade and our teams through adversity during Covid 19 and coming out stronger the other side! Personally, seeing my 2 girls, aged 4 and 6, grow to be inquisitive human beings and setting a great example for them (though both still believe in Santa!).

For a long time through Covid we were a bit worried that people would learn to only drink at home and forget about going out. That’s definitely not been the case and it’s great to see that that moment of connection and experience you get in a pub, bar or restaurant with a beautifully made drink or freshly poured pint of Guinness is something people crave. We’re also seeing people drinking less, but better, and I think it’s brilliant to see that appreciation of what a great drink is.

Every single day I get to do what I love, working with great brands for a company that will make a positive impact in society. For me, the “secret sauce” are the people – my super passionate team, who are incredible at what they do, my fellow Exec peers and also the wider people network at Diageo that is so diverse and engaged!

I’m a big believer in personal purpose. Mine is to “Inspire growth through embracing challenge.” meaning that I think it’s important to take yourself outside your comfort zone in order to grow. Diageo has enabled me to do that repeatedly: My background is in brand marketing and through my 10 years at Diageo I’ve gone from a Reserve strategy role in Europe to Brand Director of Smirnoff based in NYC, to Head of Reserve in Italy to Commercial Director in the On Trade in GB. It’s been a true zig zag career and I feel like I’ve really grown in the process – all working for the same incredible company.

The most passionate people in the world working with the best brands in the world.

Don’t try to turn your weak spots into strengths. Make sure you do enough so they don’t hold you back, but you will really shine if you focus on turning your strengths into super strengths.

I think a move to sales – whether it be a stint or a lifetime career – benefits everyone in terms of really understanding what makes an impact with our customers. If you’re interested, try to find out more about the areas that interest you, through informal coffees or maybe attending an official session. Set the tramlines for what you’d love to do and have conversations with people who can help you find out what it would take to get you there. There are many different faces of “sales” and there isn’t one profile that’s right for this function – so challenge us and see what you can bring to the party!