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 sees themselves represented. Under Cristina’s leadership, in 2021 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. Diageo has trained over 2,000 marketeers and agencies globally on this framework. Also 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 LGTBQ+ 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.
