Tia Webb is a senior marketing leader with more than 20 years of experience driving growth, innovation, and creative excellence across global luxury and premium brands. As the North American Director of Marketing Content for The Absolut Group, she leads creative and content strategy for Absolut Vodka—developing integrated campaigns that unite consumer insight, brand strategy, and bold storytelling to deliver measurable business results.
Before joining Pernod Ricard, Tia shaped some of the industry’s most respected spirits portfolios, including Grand Marnier, St-Germain, Don Julio Tequila, and Cîroc Vodka. At Campari, she repositioned the House of Grand Marnier in the U.S. and launched its first innovation in nearly a decade, driving record growth despite overall category declines. Her earlier roles at Bacardi, Russian Standard Vodka, and Diageo deepened her expertise in brand building, creative development, and large-scale cross-functional collaboration.
Tia’s leadership philosophy centers on honesty, transparency, creativity, focus, and connection. She believes the strongest brands are built where insight and imagination meet disciplined execution. A passionate mentor and advocate for inclusive leadership, she empowers teams to think courageously, act with purpose, and create work that resonates while staying true to the brand’s roots.