Diageo GB appoints marketing and innovations director
Ursula Mejía Melgar has swapped Southern Europe for Great Britain, taking up the role of marketing and innovations director in Diageo’s home market.
Mejía Melgar will move to Diageo’s Great Britain (GB) operations following her previous post in the same role at the drinks firm’s Southern Europe division.
Mejía Melgar will shape direction in Great Britain for Diageo brands such as Smirnoff, Gordon’s, Captain Morgan and Bailey’s.
During her five-year term as Diageo’s marketing and innovation director in Southern Europe, the company said she spearheaded the revival of blended Scotch whisky Johnnie Walker, turning it into a top brand in Spain and helping to double its turnover in the region in two years.
She was also behind the ‘She’ campaign, which generated critical acclaim and positioned Diageo-owned blended whisky brand J&B as a category leader in awareness.
Nuno Teles, managing director (MD) at Diageo GB, said: “We are incredibly excited to welcome Ursula to Diageo’s home market. Not only does she bring a track record of delivery for Diageo in Southern Europe, but also a wealth of fast-moving consumer goods (FMCG) experience across the US and Europe.
“In GB, we’re proud to be custodians to some of the country’s most loved brands, and Ursula’s arrival puts their future in extremely safe hands.”
Before joining London-headquartered Diageo, Mejía Melgar spent seven years at both Mondelēz and General Mills. She was also named as one of Forbes’ Top 100 Most Influential Women in Spain in 2022 and 2023.
Diageo praised her ability to ‘reshape brands both in terms of performance and purpose’.
On switching regions and stepping into a new era, Mejía Melgar said: “I’m really looking forward to getting started in GB and contributing to a market that’s known for putting brands at the heart of culture. From bold innovations like Guinness Nitrosurge to smart collaborations like Captain Morgan x Pepsi Max, I admire the momentum the team has created for our brands.
“I’m proud of what we achieved in Southern Europe, and I’m excited to bring some of that experience and passion to the table – working closely with both internal teams and external partners to keep shaping our industry. It’s a great time to be joining, and I can’t wait to help drive the next chapter forward from London.”
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