Andrew Geoghegan is the global consumer planning director at Diageo PLC – the world’s largest premium drinks company and home to brands such as Johnnie Walker, Guinness, Smirnoff, and Tanqueray. He leads a 150 strong function in 52 countries in their mission to lead the total business with ideas and insights that sell more. He is responsible for brand and innovation strategy across Diageo’s full portfolio, shaping future investment choices through foresights, evolving the business’s approach to brand building, as well as Diageo’s customer marketing centre of excellence.
He is passionate about marketing effectiveness and has pioneered an approach across Diageo using leading-edge data and technology called marketing catalyst. This programme has already paid back over x15 the initial investment and given Diageo the confidence to buck the trend for consumer goods companies in recent years and increase its marketing investment ahead of revenue growth. To raise creative standards alongside this he introduced ‘creative sparks’ a programme blending inspiration with capability building.
Andrew was featured as a Male Agent of Change by Management Today in their 2019 Power List for his work on gender representation. This is work he has shared at Cannes and twice in New York at the UN women’s council in service of their 2030 sustainable development goals. Andrew also contributes a regular column to Marketing Week.
Prior to this Andrew held a variety of roles at Diageo and PepsiCo including Global Innovation and Consumer Planning Director on Guinness, and Consumer Planning Director for Diageo Africa.