Alison Falconer
Global Consumer Planning Director, Guinness and Beer at Diageo
Alison is Planning Director for the Guinness Global Brand Team at Diageo, responsible for the consumer and customer insights that shape strategy and execution for one of the world’s most distinctive and charismatic brands. Guinness isn’t just one of those magical brands that many people dream of working on, its also a powerhouse of effectiveness with some of the highest ROI figures in the Diageo portfolio, putting Guinness well ahead of its category and generating a string of awards including the Grand Prix at the IPA Effectiveness Awards in 2020.
Diageo has made marketing effectiveness a mainstay of brand building, being both a tool for strategic decision making and an opportunity to constantly learn, optimise and execute with precision. This gives the business a compelling case for marketing investment, and therefore the oxygen to kindle brave creativity.
Alison is 16 years at Diageo, having previously worked agency side in strategic insight agencies and in design.