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P Diddy appoints former PA as company president

Sean “Diddy” Combs has appointed his former personal assistant to president of Combs Wine & Spirits, the company that co-owns DeLeon Tequila with Diageo.

Dia Simms has been appointed president of Sean “Diddy” Combs’ Combs’ Wine & Spirits

Combs, who acts as chairman and CEO of Combs Wine & Spirits, has promoted long-time employee Dia Simms to the role of president, reporting into himself and chief operating officer Brian Offutt.

Simms, who joined Combs Wine & Spirits in 2005 as the rap star’s assistant, has held numerous roles throughout the company including general manager of advertising and marketing subsidiary The Blue Flame Agency, and most recently, executive vice president of Combs Wine & Spirits.

In her role as president, Simms will oversee DeLeon Tequila as well Ciroc Vodka and lead spirits innovation for the business.

Combs said: “It has taken me over two decades to build Combs Enterprises into what it has become today and I couldn’t have done it without having a strong and talented team of executives around me.

“Dia Simms is among the best and brightest and someone who truly embodies the DNA of the Combs spirit – passion, ambition, hard work and excellence. I am proud of her accomplishments and am confident that she will continue to excel in her new role.”

Simms added: “I am deeply grateful to Mr. Combs for this opportunity and am excited to work with the incredible team at Combs Wine & Spirits on the expansion of our spirits business. We have had tremendous success with Ciroc vodka and the recent launch of DeLeon Tequila gives us a strong position in the industry.”

Combs Enterprises is the holding company for Combs’ vast business ventures, including Combs Wine & Spirits, Bad Boy Worldwide Entertainment Group, Sean John, Aquahydrate, The Blue Flame Agency, Revolt Films and Revolt Media & TV.

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