MOHIT CHERIAN JOINS DIAGEO AS VICE PRESIDENT – CUSTOMER MARKETING

Diageo has appointed Mohit Cherian as Vice President – Customer Marketing, adding a seasoned leader with nearly 14 years of expertise in marketing, strategy, innovation and brand management. Cherian’s appointment strengthens Diageo’s customer marketing function as the company continues to deepen consumer connections and reinforce its brand portfolio.  

Diageo has announced the appointment of Mohit Cherian as Vice President – Customer Marketing, a move that underscores the company’s commitment to bolstering its leadership bench with experienced professionals who bring a strong consumer-centric approach. Cherian’s career spans close to 14 years across marketing, strategy, innovation and brand management, equipping him with a diverse skill set that aligns with Diageo’s ambition to strengthen its brands and consumer engagement.  

Prior to joining Diageo, Cherian was Head of Marketing at Allen Solly, part of Aditya Birla Fashion and Retail Ltd. (Madura Fashion & Lifestyle). In that role, he spearheaded the brand’s marketing agenda, driving initiatives across brand strategy and growth. His leadership was instrumental in shaping Allen Solly’s contemporary identity, ensuring the brand resonated with evolving consumer preferences while maintaining its position as one of India’s most recognised apparel names.  

Cherian’s professional journey reflects a consistent focus on strategic thinking and innovation. At Allen Solly, he successfully blended brand storytelling with market insights, creating campaigns that connected with younger audiences and reinforced the brand’s reputation for creativity and relevance. His ability to translate consumer understanding into actionable marketing strategies has been a hallmark of his career, and this expertise is expected to play a pivotal role in his new mandate at Diageo.  

In his new role, Cherian will be part of Diageo’s customer marketing function, which is central to the company’s efforts to build stronger consumer connections and enhance brand equity. His appointment adds depth to a team tasked with navigating the complexities of consumer behaviour in a dynamic market environment. With Diageo’s focus on premiumisation and digital transformation, Cherian’s experience in brand building and innovation is set to contribute meaningfully to the company’s growth trajectory.  

The move also highlights Diageo’s strategy of attracting leaders with cross-industry experience, recognising the value of diverse perspectives in shaping consumer-led marketing. Cherian’s background in fashion retail, combined with his expertise in marketing and strategy, positions him to bring fresh insights to Diageo’s portfolio of iconic brands. His appointment reflects the company’s belief in leveraging talent that can bridge industries and adapt to shifting consumer landscapes.  

As Diageo continues to strengthen its leadership team, Cherian’s arrival signals a renewed emphasis on consumer-led marketing and brand innovation. His proven track record in driving growth through strategic campaigns and his ability to align brand vision with consumer expectations make him a valuable addition to the company’s leadership.  

With this appointment, Diageo reinforces its commitment to building a robust customer marketing function that not only supports brand growth but also ensures that its portfolio remains relevant and aspirational in a competitive marketplace. Cherian’s expertise is expected to play a central role in advancing Diageo’s ambition to deepen consumer connections and consolidate its position as a leader in the spirits industry.