Gráinne Wafer is Global Category Director, Beer, Vodka, Liqueurs and Convenience accountable for leading three of Diageo’s top five global brands.
Gráinne has over 25 years with Diageo working on a wide variety of brands, with local, European & global roles spanning communications, brand marketing, innovation and commercialisation.
Prior to this role, Grainne was Global Brand Director on Guinness reframing the strategy and growth drivers to deliver sustained multi-year double digit growth by becoming a culture and social first brand, delivering a strong innovation agenda including Guinness 0.0 and Guinness Nitrosurge, and continued expansion of our brand homes with the openings of Open Gate Brewery Chicago and London.
Grainne was also Global Brand Director on Baileys and Roe & Co, delivering a complete brand transformation on Baileys globally, repositioning Baileys within the exciting world of adult treating.
Gráinne leads Diageo’s progressive marketing programme globally and an advocate for inclusivity and diversity across the advertising and marketing industries. She is the Diageo representative for the UNstereotype Alliance, Creative Equals and WFA D&I Taskforce amongst key industry partnerships.
Grainne was awarded the 2024 European Marketer of the year in recognition of her exceptional contribution to business, demonstrating leadership, vision and skill.