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

Why efficiency and effectiveness are opposing forces in a marketing tug of war

I’ve been a long-time fan of renowned effectiveness experts, Peter Field and Les Binet, and their work. But while their approach is clearly important, the marketing leader’s challenge to deliver effectiveness more often lies in organisational structure. I see the bigger question being whether a marketing chief has a seat at the executive table, and the ear and respect of the CEO and company board.

Nickie Scriven

CEO, Zenith

Augmented Reality: What’s behind the marketing industry’s failure of imagination?

Every flagship smartphone in Australia includes hardware and software purpose-built for AR. A huge audience is ready and waiting. We have an opportunity to craft extraordinary, innovative work. But to get there, we need to push our creative thinking a little harder, writes Gil Fewster.

Gil Fewster

Creative technologist, The Royals

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

Why it's important for me to know that? I don't get it, sorry.

James Fogle

7 things you need to know about Facebook's mood experiment

Read more

Info graphic have proven to be very useful to create brand awareness and drive traffic. Thanks for sharing these Information.Graphic Desi...

Govind Dadhich

Image intelligence:10 must-see infographics for marketers

Read more

Best web hosting packages Vancouver WA understands that only technical support and domain associated email address can bring huge leads ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Latest Podcast

More podcasts

Sign in