Diageo Australia confirms new CMO

Interim marketing chief takes up the role permanently as premium drinks band reorganises its business into three more market-oriented categories

Premium drinks distributor, Diageo Australia, has confirmed Adam Ballesty as its marketing and innovation director following a four-month secondment to the role. It follows a reorganisation of the company's products into three new market-oriented categories.

Ballesty become the premium drinks distributor’s interim CMO following the departure of Matt Bruhn last October to become global brand director at Smirnoff based in the US.

Ballesty had spent the previous two years as marketing managing, heading up the white spirits portfolio. As the permanent marketing chief, he is now responsible for brand, category, shopper and customer marketing as well as innovation.

In a statement, Diageo’s national managing director, Tim Salt, said Ballesty had proved his ability to lead the team in recent months.

“Since assuming the role… Adam has set out a clear vision for the function and reshaped the marketing team to deliver against that vision,” Salt said. “He has stretched our thinking on what we take to market, how we take it to market and the channel we use to get there and has done a superb job of taking us all on the journey with him."

Adam said Diageo is focusing on period of growth and direction for its brands. “Diageo is poised for a great chapter in our brand portfolio’s amazing history. I have very definite plans and views on how to take this business and our incredible brands to even greater heights,” he said in a statement.

This will involve nurturing and delivering exceptional execution that resonates with customers, shoppers and Australian consumers, he added.

In December, Diageo restructured its brands from their traditional product categories into three overarching customer-oriented divisions, each with their own marketing head: Next generation; luxury; and independence. These three divisions are being overseen by existing employees Andy Morley (marketing manager, luxury), Andy Oughton (marketing manager, independence) and Dan Bitti (marketing manager, next generation).

During his time at Diageo, Ballesty has helped launched a new business model for the Ciroc brand, extended the reach of Ketel One and re-invigorated the Smirnoff brand with the recent launch of Smirnoff Double Black.

Prior to joining Diageo, he was group marketing manager at Pacific Brands, and relaunched the Volley shoes brand during his time with the group. Ballesty has also worked with startups, SKINs Compression and Unistraw, and managed his own strategy and research business.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 things every business can do to drive brand loyalty

If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Catherine Anderson

Chief customer officer, Powershop Australia

What the modern gig economy is doing to customer experience

Most marketing theory was established in the context of stable employment relationships. From front-line staff to marketing strategists and brand managers, employees generally enjoyed job security with classic benefits such as superannuation plans, stable income streams, employment rights, training, sabbaticals and long-service leave.

Dr Chris Baumann

Associate professor, Macquarie University

The new data hierarchy

We are all digital lab rats spewing treasure troves of personal data wherever we go.

Gerry Murray

Research director, marketing and sales technology services, IDC

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Because you are missing the point of the term "disruption"

Sean

Uber for the truckies: How one Aussie startup is disrupting the freight industry

Read more

Absolutely agree with this ... Facebook doesn't care what adds they show. You report an add for fake news/scam and it just remains "open...

Quasi Carbon

Unilever CMO threatens Facebook, Google with digital advertising boycott

Read more

How to create Pinball game in 4 minshttps://youtu.be/S1bsp7del3M

Alex Atmavan

Rethinking gamification in marketing

Read more

True Local - one of the least credible review sites on the entire internet.

MyNameIsStomp

Former Virgin Mobile CMO and CEO joins oOh! as first customer chief

Read more

Latest Podcast

More podcasts

Sign in