Diageo North America has appointed Sebnem Erim as Chief Marketing Officer (CMO), bringing in a marketing executive with experience at PepsiCo and AB InBev as the company navigates changing consumer demand and competitive pressures in the North American spirits market.
Erim takes on the role at a time when Diageo is facing challenges in one of its key markets. The company's North American business has reported weaker performance compared with its other regions in 2026, amid softer market conditions and declining spirits consumption.
Announcing her appointment on LinkedIn, Erim said the opportunity would allow her to contribute to the next phase of Diageo's established brands while working with its marketing teams.
She described her approach to marketing as centred on understanding consumers, encouraging creativity and developing brands that connect with audiences while supporting business growth.
Erim also acknowledged John O'Keeffe, Cristina Diezhandino and her new colleagues for welcoming her to the organisation. She referred to her first marketing town hall with the team and expressed enthusiasm about the opportunities ahead.
Her appointment brings experience from two major multinational beverage companies. PepsiCo and AB InBev operate across competitive consumer markets where brand positioning, marketing investment and evolving purchasing preferences play a central role in commercial strategy.
At Diageo, Erim will assume responsibility for marketing in North America, a region that has faced pressure from changing consumption patterns and a challenging operating environment.
The London-headquartered company has a portfolio of approximately 200 brands, including Johnnie Walker, Smirnoff, Tanqueray, Captain Morgan and Guinness, spanning spirits and beer categories.
The appointment follows comments made by Diageo Chief Executive Officer Sir Dave Lewis in May 2026, when he identified North America as the company's most significant challenge.
Lewis acknowledged softer market conditions and indicated that Diageo needed to strengthen its competitiveness in the region.
The developments come as beverage companies assess how changing consumer behaviour is affecting established product categories. For marketing teams, these conditions place greater emphasis on understanding consumer preferences, maintaining brand relevance and evaluating the effectiveness of marketing investments.
Diageo's North American portfolio includes brands operating across different categories and consumer segments, requiring marketing strategies that address varying purchasing occasions, preferences and market conditions.
Erim's experience across PepsiCo and AB InBev adds a background in consumer brand marketing to Diageo's regional leadership team.
The company has not outlined specific changes to its North American marketing strategy following her appointment.
Her arrival marks a leadership transition for Diageo's marketing operations in the region as the company works to address softer demand and improve its competitive position.
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