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Diageo Great Britain, the UK\u2019s leading beverage alcohol business, is delighted to welcome Ursula Mej\u00eda Melgar as its new Marketing and Innovation Director, responsible for shaping category-leading brands such as Guinness, Smirnoff, Gordon\u2019s, Captain Morgan and Bailey\u2019s. <\/p>\n
A passionate and inspiring leader with over two decades of experience across FMCG, Ursula has consistently demonstrated her ability to reshape brands both in terms of performance and purpose.<\/p>\n
Ursula joins Diageo GB from Diageo Southern Europe, where she served as Marketing Director for the past five years. During her time there, Ursula spearheaded the extraordinary revival of Johnnie Walker, which doubled its turnover in just two years and secured its position as the top brand in Spain.<\/p>\n
She likewise led J&B to become a category leader in awareness and purchase consideration, with the groundbreaking \u2018She\u2019<\/em> campaign in 2022 garnering global acclaim and awards at Cannes Lions, Clios, D&AD, El Sol, El Ojo, and OneShow. The campaign was recognized by the United Nations as a best-in-class example of combating harmful stereotypes in advertising.<\/p>\n Prior to joining Diageo, Ursula spent seven years at Mondelez and General Mills respectively. She also developed the Hispanic multimedia platform Que Rica Vida<\/em>, partnering with government entities in the United States to help equip Latinxs to navigate life in the US. Her dedication to her role was recognised in 2022 and 2023, when she was named as one of Forbes’ Top 100 Most Influential Women in Spain.<\/p>\n Ursula commented<\/strong>: \u201cI\u2019m really looking forward to getting started in GB and contributing to a market that\u2019s known for putting brands at the heart of culture. From bold innovations like Guinness Nitrosurge to smart collaborations like Captain Morgan x Pepsi Max, I admire the momentum the team has created for our brands. I\u2019m proud of what we achieved in Southern Europe, and I\u2019m excited to bring some of that experience and passion to the table – working closely with both internal teams and external partners to keep shaping our industry. It\u2019s a great time to be joining, and I can\u2019t wait to help drive the next chapter forward from London.\u201d<\/em><\/p>\n Nuno Teles, MD at Diageo GB, said<\/strong>: \u201cWe are incredibly excited to welcome Ursula to Diageo\u2019s home market. Not only does she bring a track record of delivery for Diageo in Southern Europe, but also a wealth of FMCG experience across the US and Europe. In GB, we\u2019re proud to be custodians to some of the country\u2019s most loved brands, and Ursula\u2019s arrival puts their future in extremely safe hands.\u201d<\/em><\/p>\n The post Ursula Mej\u00eda Melgar joins Diageo GB as Marketing and Innovation Director<\/a> appeared first on Bar Magazine<\/a>.<\/p>\n\n","protected":false},"excerpt":{"rendered":" Diageo Great Britain, the UK\u2019s leading beverage alcohol business, is delighted to welcome Ursula Mej\u00eda Melgar as its new Marketing and Innovation Director, responsible for shaping category-leading brands such as Guinness, Smirnoff, Gordon\u2019s, Captain Morgan and Bailey\u2019s. A passionate and inspiring leader with over two decades of experience across FMCG, Ursula has consistently demonstrated her […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12029],"tags":[14030,6034,11187,16710,8402,81649,81650,58953],"dealstore":[],"offerexpiration":[],"class_list":["post-215999","post","type-post","status-publish","format-standard","hentry","category-alcohol","tag-diageo","tag-director","tag-innovation","tag-joins","tag-marketing","tag-mejia","tag-melgar","tag-ursula"],"yoast_head":"\n