Cristina is Diageo’s Global Category Director for Scotch and Managing Director for Reserve Brands (Diageo’s Luxury portfolio), based in Amsterdam. She currently serves as Director to the Board of Ketel One, Diageo Brands BV and Director of Distill Ventures, Diageo’s investment fund for start up spirit entrepreneurs.
Cristina’s global portfolio include iconic brands like Johnnie Walker, Talisker, Lagavulin, J&B, Tanqueray, Ciroc, Don Julio and Bulleit amongst many others. Collectively, the Scotch & Reserve brands account for 45% of Diageo’s business.
Cristina has an extensive international career in Marketing and General Management, with depth of experience both in emerging and developed markets.
Prior to her current role Cristina was the General Manager for Central America & Caribbean, based in Miami and responsible for Diageo’s business in over 37 territories, successfully leading an extensive distributor network and commercial team.
In prior years, Cristina was the Regional Marketing & Innovation Director for Diageo Africa and during this time, she was also a Director of the East Africa Breweries (EABL) Board.
Ahead of her role in Africa, Cristina was Global Brand Director Whisky Portfolio & Gins and Global Brand Director Johnnie Walker.
Cristina joined Diageo from Allied Domecq, where she was Corporate Marketing Director for Spain.
Prior to this, Cristina spent 11 years at Unilever, where held various Marketing roles with Unilever HPC in Madrid, Bristol and NYC.