Diageo Great Britain, the UK’s leading beverage alcohol business, is delighted to welcome Ursula Mejía Melgar as its new Marketing and Innovation Director, responsible for shaping category-leading brands such as Guinness, Smirnoff, Gordon’s, Captain Morgan and Bailey’s.
A passionate and inspiring leader with over two decades of experience across FMCG, Ursula has consistently demonstrated her ability to reshape brands both in terms of performance and purpose.
Ursula joins Diageo GB from Diageo Southern Europe, where she served as Marketing Director for the past five years. During her time there, Ursula spearheaded the extraordinary revival of Johnnie Walker, which doubled its turnover in just two years and secured its position as the top brand in Spain.
She likewise led J&B to become a category leader in awareness and purchase consideration, with the groundbreaking ‘She’ campaign in 2022 garnering global acclaim and awards at Cannes Lions, Clios, D&AD, El Sol, El Ojo, and OneShow. The campaign was recognized by the United Nations as a best-in-class example of combating harmful stereotypes in advertising.
Prior to joining Diageo, Ursula spent seven years at Mondelez and General Mills respectively. She also developed the Hispanic multimedia platform Que Rica Vida, partnering with government entities in the United States to help equip Latinxs to navigate life in the US. Her dedication to her role was recognised in 2022 and 2023, when she was named as one of Forbes’ Top 100 Most Influential Women in Spain.
Ursula commented: “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.”
Nuno Teles, 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 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.”
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