Observed Signal · Oct 21, 2026 · Hiring · Source: Adweek · Impact: 1/5 · Sentiment: Neutral
Diageo North America Appoints PepsiCo, AB InBev Vet as CMO
Diageo North America has appointed Sebnem Erim, a veteran of PepsiCo and AB InBev, as its new chief marketing officer. Erim joins the company at a challenging time, as the North American division recorded its weakest results in 2026. In a LinkedIn post, Erim expressed enthusiasm for shaping the next chapter for Diageo's iconic brands, including Tanqueray, Smirnoff, Captain Morgan, and Guinness. Diageo confirmed the appointment but declined further comment. CEO Sir Dave Lewis previously noted that North America remains the company's biggest challenge, with soft marketing conditions and a need for a more competitive offer.
A senior marketing appointment at a major spirits brand, but not directly related to AdTech or digital advertising infrastructure.
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Key Takeaways & Evidence Grounding
- Sebnem Erim was appointed CMO of Diageo North America.
- Erim previously worked at PepsiCo and AB InBev.
- Diageo North America recorded its weakest results in 2026.
- Diageo owns 200 brands including Tanqueray, Smirnoff, Captain Morgan, and Guinness.
- CEO Sir Dave Lewis stated North America is Diageo's biggest challenge.
Connected Companies & Entities
3 Entities mapped“Diageo North America has appointed Sebnem Erim as its new chief marketing officer.”
“PepsiCo and AB InBev veteran Sebnem Erim has joined Diageo North America as its new chief marketing officer.”
“PepsiCo and AB InBev veteran Sebnem Erim has joined Diageo North America as its new chief marketing officer.”
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