President, US Spirits, Diageo North America
Since joining Diageo in 2007, Gregorio has held various strategic, commercial and general management roles in several markets and regions around the globe. He joined Diageo North America in the fall of 2022 and is currently serving as President, US Spirits.
Early in his career, Gregorio led Diageo’s businesses across Latin America and in Europe, creating a strong track record for leading transformative growth and building high-performing teams and cultures in multiple markets.
As Managing Director for the Paraguay, Uruguay, Brazil Market (PUB), Gregorio and the team shaped a disruptive growth strategy which, amongst others, resulted in the development of a vibrant Gin category and reignited the growth of Scotch in the market. Gregorio also spearheaded the development of PUB’s digital consumer strategy, as well as taking leadership for digital transformation across the Latin America and Caribbean region.
At the end of 2021, and after 4 years leading PUB, Gregorio was appointed Managing Director of Southern Europe, responsible for a cluster of countries including Spain, Italy, Greece Portugal and France. Over this time, he and his team delivered strong performance with significant share gains and have accelerated sales and profit growth. Together with his leadership team, he has laid out a bold F27 ambition for the market with bold bets and clear priorities that each country is pursuing.
Since joining the North America team, Gregorio has served as the executive sponsor of the Spirited Women’s Network chapter whose purpose is to engage, retain and grow female talent.
Gregorio has brought a strong total beverage alcohol mindset to every market he has led and put increased focus on deepening consumer and occasion insights together with driving a more agile culture, in addition to the high levels of engagement and ownership for performance.
Before joining Diageo he was a McKinsey & Co. consultant for 7 years in Brazil and the US. He was also de CEO of Multiflora Corp for 3 years. He holds an MBA from the Northwestern University Kellogg School of Management and a BA in Business Administration form Universidad de los Andes in his native Colombia. He lives in Mahattan with his wife Carmen.