A Milestone Episode
In an extraordinary gathering on “The Places We’ll Go Show,” the team celebrated their landmark 150th episode with a special guest, Cristina Diezhandino, marking a significant milestone in their journey. The hosts reflected on the swift passage of time, attributing their success to the enjoyment and fulfilment derived from their work. The occasion was made even more memorable by the presence of Diezhandino, a towering figure in the marketing world.
Introducing Cristina Diezhandino
Cristina Diezhandino, the Chief Marketing Officer (CMO) of Diageo, joined the show, bringing with her a career that many in the marketing field can only aspire to. Having dedicated 17 years to Diageo, Diezhandino’s role as CMO is one of the most prestigious in the industry. Her experience spans across continents, including Central America, Africa, the United States, the Netherlands, and the United Kingdom, culminating in a global position that has seen her influence extend worldwide. Her accolades include being named the WFA World Marketer of the Year in 2022 and the Marketing Society Inspirational Leader of the Year in 2023, alongside her recognition as a Marketing Academy Fellow.
A Glittering Career Path
Diezhandino’s journey through the realms of consumer packaged goods and luxury items is nothing short of remarkable. Before her tenure at Diageo, she amassed experience at Unilever and Alli Domínguez, showcasing her prowess in navigating the complexities of the marketing industry. Her path to success, while illustrious, was fraught with challenges, underscoring the resilience and determination required to excel in such a competitive field.
Navigating Post-COVID Challenges
As the conversation turned to the current year, Diezhandino shared insights into the evolving landscape post-COVID. The pandemic ushered in a period of significant change, particularly for Diageo, which saw unprecedented growth across its brands, especially in premium segments. However, as 2024 began, a slowdown became evident, an expected shift after such rapid expansion. Despite this, Diezhandino remains optimistic, focusing on the enduring desire for social connection that drives the beverage industry.
The Essence of Socializing in Business
Diezhandino eloquently described the core of Diageo’s business as facilitating social experiences, a perspective that has kept her engaged and passionate throughout her 17-year tenure. She highlighted the importance of artistry, craft, and heritage in their brands, such as Johnny Walker and Guinness, emphasizing the deep connection consumers have with these products through their rich histories and the experiences they offer.
Brand Lessons and Future Outlook
Reflecting on the impact of COVID and the subsequent recovery, Diezhandino acknowledged the challenges of managing expectations during uncertain times. Diageo’s strategy of preparing for multiple scenarios and maintaining a close connection with consumer trends has been crucial in navigating these fluctuations. The mantra “We will emerge stronger” has been a guiding principle, fostering resilience and a commitment to excellence.
A Legacy of Leadership and Innovation
Cristina Diezhandino’s appearance on the 150th episode of “The Places We Go Show” not only celebrated a milestone for the podcast but also highlighted her significant contributions to the marketing world. Her insights into the importance of brand heritage, consumer experiences, and the art of socializing in business offer valuable lessons for marketers everywhere. As Diageo continues to adapt and thrive in a changing world, Diezhandino’s leadership and vision remain pivotal to its enduring success.
