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

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

Machine learning represents the future for digital marketing. I'm glad that there are strides being made in this direction and that even ...

Claudia Evans

Looker eyes benefits of machine learning to connect with customers

Read more

I read you post full. It's really good .

Yusuf

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Promotion is difficult. You should be able to do it. Sometimes it turns out bad, and when you turn to professionals, it turns out well - ...

Jordan Samuil

Village Roadshow partners with Lion for pourage rights and promotional partnership

Read more

This is very good news for Australian SMEs as ActiveCampaign is an very powerful marketing automation / email marketing tool that costs a...

Lawrence

SMB marketing automation provider sets up Asia Pac HQ in Sydney

Read more

Completely agree! For the best commercial properties in Mumbai, visit our website - Jagaha!

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Latest Podcast

More podcasts

Sign in