Accountable for US $305M Net Revenue of Tequila & Rum brands. Managed US$55M A&P budget. Led North American team in the USA and Canada. Key member of the Global Don Julio Executive Committee.* Led three-year strategic development of growth and positioning for all brands in Tequila, Mezcal and Prestige Rum. Optimized growth drivers, achieving double-digit targets ahead of plan.* Led Diageo Tequila business, accelerating Don Julio Tequila to +25% CAGR growth and doubling its size from 310K to 750K cases; delivering the most NSV and profit growth of any brand at Diageo (+US$165MM).* Achieved #1 Tequila growth brand status in On-Premise and second fastest spirit. #1 brand choice by bartenders.* Positioned Don Julio 1942 as the most desirable Tequila amongst Consumers, Celebrities and Taste makers globally. DJ 1942 is the fastest growing ultra-premium Spirit over $100 in the world (+49%).* Forged partnership with KITH (Ronnie Fieg) by launching new collaboration via DJ1942 Tequila.* Delivered Don Julio Tequila operational expansion in Mexico involving US$400M investment.* Created Digital/Social Media and SEM plan for Don Julio resulting in highest ROI for spirit brands.* Led creation of largest spirits consumer experiential program involving consumers at key music, food and art festivals in the US territory.* Led first multi-million-dollar partnership deal between Major Soccer League and Diageo Spirits (Captain Morgan).* Worked with Sean Combs’ team on the complete overhaul of the DeLeon brand, resulting in successful financial viability and implementation of aggressive growth model. Brand growth achieved +66% at the end of 2018.* Launched profitable innovation targeting Tequila and Mezcal highly engaged consumer and customer aficionados. (+US$15MM in NSV)

Global Marketing Lead accountable for £300m Cîroc Vodka and Zacapa Rum £52m net revenue and global P&L. Member of Zacapa JV Executive Committee as a voting Director. Managed four direct reports in two continents.* Designed successful three-year strategic plans for Cîroc & Zacapa businesses on 3 continents.* Delivered NSV growth of +27%; launched Renovation & Innovation of £35m adding +10% growth.* Rolled out new Global Cîroc marketing platform around Fashion and Nightlife (Mario Testino/VS Partnerships).* Implemented Global positioning and expansion for Zacapa (Art of Slow platform) in 10 countries.

Head of Diageo Reserve Canada, Diageo Business Unit driving #1 portfolio of luxury spirits in the world. * Reported directly to President and led a Portfolio Marketing, Trade Marketing and Field Sales team of 15 individuals committed to deliver growth of global brands.

In charge of driving business performance and equity for the Vodka, Rum, Gin and Tequila portfolios; including fantastic brands like Smirnoff, Captain Morgan, Ketel One, Tanqueray, Jose Cuervo and Don Julio.

Marketing Director for Crown Royal, Johnnie Walker, Bushmills, Bulleit Bourbon, Classic Single Malts, Jose Cuervo and Don Julio.