Linda Lagos Morales joined Diageo in 2023 and is the Director of Marketing for the Buchanan’s Scotch Whiskey brand. She is responsible for continuing to drive the fastest growing scotch in the category. She brings her marketing expertise to authentically connect with Hispanic communities around North America to take Buchanan’s to the next level.
Linda joined Diageo from PepsiCo where over 15 years she held roles across different parts of the marketing organization, including Premium Water and Pepsi Marketing. During her time as Director on the Pepsi trademark, she led the communications plans for numerous campaigns including Pepsi Emoji, Crystal Pepsi, Pepsi Perfect, and Pepsi’s social media push for Super Bowls XLIX & L. As Sr. Marketing Director for Innovation & Capability, Linda played a pivotal role in developing Pepsi Beverages North America’s Portfolio Packaging Innovation Strategy with a strong emphasis on the Sustainable Packaging Agenda.
Linda is passionate about finding the intersection of brands and culture and driving distinction via consumer-centric marketing strategies that are grounded in purpose. Linda is also passionate about building talent and culture. At Pepsi, she was a founding member of The League, an organization dedicated to helping women marketers become successful leaders at PepsiCo.
Linda is originally from San Pedro Sula, Honduras, and became a proud U.S. Citizen in 2016. She holds a Bachelor of Science from the University of Pennsylvania and an MBA from the Tuck School of Business at Dartmouth. She resides in Westchester, NY with her husband Sal and their children Sofia, Elena, Sebastian and (labradoodle) Cello.