Diageo GB has appointed Ursula Mejía Melgar as marketing and innovation director.
Mejía Melgar has joined from Diageo’s southern Europe business, where she was marketing director for five years.
During her time there, Mejía Melgar spearheaded the revival of Johnnie Walker, which doubled its turnover in just two years.
Mejía Melgar also led J&B, delivering the brand’s acclaimed 2022 marketing campaign, ‘She’, which was recognised by the United Nations as a best-in-class example of combating harmful stereotypes in advertising.
A “passionate and inspiring” leader with over two decades of experience across fmcg, Mejía Melgar had “consistently demonstrated her ability to reshape brands both in terms of performance and purpose”, said Diageo GB.
Prior to joining Diageo, Mejía Melgar spent seven years at Mondelez and General Mills, respectively.
She also developed the Hispanic multimedia platform Que Rica Vida, partnering with government entities in the US to help equip Latinx people to navigate life there. 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.
“I’m really looking forward to getting started in GB and contributing to a market that’s known for putting brands at the heart of culture,” said Mejía Melgar.
“I’m proud of what we achieved in southern Europe, and I’m 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.”
Diageo GB MD Nuno Teles said: “We are incredibly excited to welcome Ursula to Diageo’s home market.
“In GB, we’re proud to be custodians to some of the country’s most loved brands, and Ursula’s arrival puts their future in extremely safe hands.”
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