Diageo North America appoints PepsiCo, AB InBev veteran Sebnem Erim as CMO
Erim joins the spirits major as its North America region delivers the group's weakest results of 2026
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Published: Oct 22, 2026 9:21 AM | 1 min read
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- Sebnem Erim has been appointed as Chief Marketing Officer at Diageo North America, bringing experience from PepsiCo and AB InBev.
- In her LinkedIn announcement, Erim expressed enthusiasm for shaping the future of Diageo's iconic brands and collaborating with her new team.
- Diageo, which owns around 200 brands including Tanqueray and Guinness, faces challenges in the North American market, where spirits consumption is declining.
- CEO Sir Dave Lewis highlighted the need for improved competitiveness in the region, which has shown the weakest performance within the company.
Sebnem Erim, a marketing executive with stints at PepsiCo and AB InBev, has joined Diageo North America as Chief Marketing Officer.
Announcing the move on LinkedIn, Erim described the role as "the opportunity to help shape the next chapter for some of the world's most iconic brands, alongside such a talented team."
Erim said the job brings together what she loves most about marketing: "understanding people, inspiring creativity, and building brands that connect with consumers and drive growth."
She thanked John O'Keeffe, Cristina Diezhandino and her new colleagues for the warm welcome, saying she was already energised by her first Marketing Town Hall with the team and "excited about the ideas, ambition, and opportunities ahead." Erim added that she was "looking forward to bringing bold ideas to life and building on the remarkable legacy of these brands."
London-headquartered Diageo owns around 200 brands, including Tanqueray, Smirnoff, Captain Morgan and Guinness. Many of them already lead their categories, but Erim steps into a demanding role. American consumers are drinking less spirits, and the North American division has delivered the group's weakest results of 2026.
Diageo CEO Sir Dave Lewis acknowledged the pressure in May 2026, describing North America as the company's biggest challenge. He said marketing conditions in the region were soft and that the company's offering needed to be more competitive.
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