Diageo has announced the appointment of João Matos as new marketing director for southern Europe, replacing in the position next July to Úrsula Mejíawho has been appointed marketing director for Great Britain. After four years leading southern Europe, Mejía assumes this position “In the largest diageo market in Europe,” as expressed in a brand statement. In addition to the group’s spirit portfolio, Mejía will manage the brand Guinness.
He will report to Patrick Gantier, general director of the company in the region, and will be part of the Executive Committee
From his new position, João Matos will report to Patrick Gantier, general director of the company in the region, and will be part of the Executive Committee that leads the markets of Spain, Portugal, France, Italy and Greece. To date, he worked as a global marketing and innovation director of Johnnie Walker.
A Professonal Trajectory in Diageo
Portuguese of origin, João Matos has dedicated almost two decades of his professional career to Diageocompany in which you have occupied from commercial positions at the local level, to global leadership positions “In which he has stood out for his strategic vision, creativity, commercial approach and team development”They comment from Diageo. It began in the Iberia region and since then has occupied key positions in Britain, India and Brazil.
As noted in this statement, one of his most prominent milestones was the Blue Label repositioning: He redesigned the brand’s innovation strategy, including the global launches of Johnnie Walker Blonde, Black Ruby; Limited editions such as Blue Label Ice Chalet with the Luxury Ski Clothing Brand Perfect Moment; Or Johnnie Walker Blue Label Ultra, the world’s lighter whiskey bottle.
In his stage at the head of the Diageo Marketing team for southern Europe, Úrsula Mejía has carried out “A deep transformation of the function that has generated a great positive impact on business and society”comments the brand in the press release.
Úrsula champied the launch of Tank 0.0 In southern Europe and led social impact initiatives such as “Pout de Pueblo”, “She” and “My Great Night” for J&B. It was also key in the launch of the UNADEDOS, with the aim of achieving gender parity in the creative direction in 2030.
Patrick Gantier, general director of Diageo for Southern Europe has indicated on the arrival of Matos: “We are proud to see him return after the experiences he has lived in his global tour within the company and we are sure that he will be able to implement a successful work model in our region.”
For its part João Matos He has highlighted his enthusiasm at the beginning of this new stage, remembering that almost twenty years ago he began his journey in Diageo With Johnnie Walker in Portugal. “Since then, I have been lucky enough to lead brands and teams in different markets in the world and learn how innovation is built from strategy to execution. I am very excited to return home and put all this experience at the service of our great objectives for southern Europe.”
Úrsula Mejía He has not hesitated to take stock of the professional stage that now closes, ensuring that “It has been a real privilege to work in southern Europe, collaborate with a group of such special people and get some goals that we consider from the beginning, such as turning Johnnie Walker into the number one whiskey in Spain, set the difference in marketing with purpose with J&B and generate a positive impact on our profession with unadedos. It has been a unique stage in my career that I will always take with me.”
