Ed Pilkington

Chief Marketing & Innovation Officer, Diageo

As Chief Marketing and Innovation Officer for Diageo North America, Ed oversees marketing and innovation for Diageo’s full portfolio of spirits and beer across the United States and Canada. 

Diageo North America is the #1 market for Diageo globally, representing nearly 50% of total profitability. 

In this role, Ed leads brands including Don Julio Tequila, Smirnoff, Ketel One, Johnnie Walker, Crown Royal, Bulleit, and Guinness. The portfolio is ever expanding too, with the recent acquisitions of Aviation Gin, 21 Seeds Tequila and Mr Black Cold Brew Coffee Liqueur. 

Ed loves building brands and developing talented teams of brand builders who stand in the future, take risks, are close to the consumer and deeply connected to culture. He is passionate about creativity, commercial effectiveness and embracing technological change. 

During the COVID 19 period Diageo brands in North America pivoted quickly under Ed’s leadership, with bold creative work that was relevant for the time and that supported communities in need. Diageo performed strongly through that period, winning share and the business is 45% bigger now than it was in 2020. 

Ed is a huge believer in the role innovation can play in both growing and transforming existing brands and in creating and nurturing new brands. Innovation has been a big driver of business performance for Diageo North America. Ed is currently excited by the launch of Don Julio Rosado – a Rose Tequila that will retail for $125 per bottle. This launch also plays to the “Luxury” ambition for the business that Ed has helped to create. 

Ed started his career at Diageo as an Assistant Country Manager, managing distributors across the Caribbean. 

He’s since held a variety of roles within Diageo, including Marketing Director for Australia, CMO for Latin America and EVP/Global Category Director for Vodka, Rum, and Gin. Prior to North America Ed was CMO for Diageo Europe. In addition to his diverse career at Diageo, Ed has worked as a Senior Brand Manager for L’Oréal. He moved to North America in 2018 and is currently based in New York City. When not at work Ed is a lover of all sport, and a lifelong Manchester City Football/soccer fan.

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