As SVP of Tequila and Mezcal for Diageo North America, Christina leads category strategy and brands such as Tequila Don Julio, 21Seeds, DeLeón Tequila, Astral Tequila and Mezcal Unión. In her role, she leads the category vision and participation strategy, the development of commercially integrated marketing campaigns and innovation launch plans.
Christina is a passionate marketer who thrives on building brands that connect with consumers and lead in culture. Her experience spans across brand strategy, innovation and communications development, and she has held both global and regional roles. Christina has extensive experience leading diverse global teams and is a champion of inclusion and diversity.
Prior to joining Diageo in January 2019, Christina was Global Marketing VP at ABI. During her six years at ABI, she held roles in Innovation, led Stella Artois globally and most recently led Michelob Ultra globally. Before entering the alcoholic beverage industry, Christina was at Unilever working across multiple personal care brands in Global roles, as well as in the US and Singapore.
Christina grew up in New York City and currently lives there with her husband Yusik and daughter Amelia. She loves to travel, is an avid scuba diver, and her favorite cocktail is a Tequila Don Julio Blood Orange Margarita.