Gráinne Wafer new Guinness Global Brand Director
Gráinne Wafer will now be responsible for strategy, commercial, quality and marketing for the Guinness brand.
She will now be responsible for strategy, commercial, quality and marketing for the Guinness brand, brewed in over 50 countries and consumed in 150.
Gráinne was previously Global Brand Director for Baileys and Roe & Co where she delivered a complete global brand transformation on Baileys, leading to four years of growth after almost a decade of decline. She also oversaw the development and opening of the new Roe & Co distillery and visitor centre as well as market expansion to the US & Australia.
Gráinne is additionally Joint Lead of Diageo’s progressive gender portrayal programme globally and has been a vocal advocate for inclusivity and diversity across the advertising and marketing industries. She’s Diageo’s representative for the UNstereotype Alliance (a United Nations and industrywide platform seeking to eradicate harmful gender-based stereotypes in advertising).
She first joined the UK company in 1999 as Senior Marketing Manager and worked on a wide variety of brands with local, European & global roles. These spanned communications, brand marketing, innovation and commercialisation with some landmark marketing campaigns including the creation of the epic Arthurs Day celebrations to celebrate the Guinness 250th Anniversary celebrations. She has an MA in English and German from UCD.
