Diageo has appointed Steve McCrystal as Chief Digital Information Officer, marking a strategic push to strengthen its digital and data capabilities. With extensive cross-sector experience, McCrystal will lead AI-driven transformation across operations, aiming to enhance demand generation, streamline fulfilment, and unify technology frameworks within the global spirits company.
Diageo has appointed Steve McCrystal as its new Chief Digital Information Officer, signalling a sharpened focus on embedding artificial intelligence and data-driven capabilities at the heart of its global operations.
McCrystal, who assumed the role in January, is tasked with steering the company’s digital and data strategy at a time when consumer-facing businesses are accelerating investments in AI to remain competitive. His remit includes strengthening the use of digital tools across consumer engagement and customer operations, with a particular emphasis on improving demand generation and fulfilment—areas increasingly shaped by advanced analytics and automation.
The appointment marks a return to Diageo for McCrystal, who previously served as Senior Vice President for Global Business Services. His familiarity with the organisation is expected to support a faster alignment of digital initiatives with business priorities, as the company seeks to integrate technology more deeply into its operating model.
He joins from Unilever, where he spent nearly seven years as Chief Enterprise and Technology Officer. In that role, he oversaw a broad portfolio spanning IT, finance operations, human resources services, supply chain and real estate, providing him with end-to-end exposure to complex, large-scale business systems. His earlier career includes leadership positions at AstraZeneca and Vodafone, further reinforcing his cross-industry expertise.
McCrystal’s diverse background across telecom, pharmaceuticals and consumer goods comes at a pivotal moment for Diageo, as it looks to harness digital infrastructure and AI to gain deeper consumer insights, streamline supply chains and respond more dynamically to shifting market demands.
The move underscores a broader trend among global companies to consolidate digital transformation efforts under unified leadership. For Diageo, the appointment reflects an ambition to bring greater coherence to its technology agenda, positioning digital innovation not as a support function but as a central driver of growth and operational efficiency.
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