As Chief Marketing Officer, Cristina is responsible for the design and implementation of Diageo’s commitment to progressive marketing across Diageo’s 200+ brands in over 180 countries. Diageo is one of the world’s largest advertisers and is committed to a media environment where everyone, from script to screen, sees themselves represented. Under Cristina’s leadership, Diageo updated its Progressive Marketing framework to be at the forefront of breaking stereotypes in advertising for gender, race, sexuality, age, ability, and social status. All of Diageo’s marketeers and agencies globally are trained on this framework. In 2021, Diageo committed to a multi-million-pound global program to invest in media platforms and publishers working to make media more diverse. This commitment was shown in December 2022, with J&B Spain’s “She” campaign making visible the experience of trans and LGTBQIA+ communities during Christmas, with the aim that more and more families would empathize with their story and become a place to celebrate us all. Cristina is Global Executive Sponsor of the Diageo Rainbow Network, supporting, encouraging and championing the work of the group. Her role has included opening the celebrations to launch Diageo Great Britain’s partnership with Queer Britain (UK’s first national LGBTQ+ museum), with a speech reinforcing Diageo’s commitment to the inclusion of LGBTQIA+ employees globally.
