Diageo creates new country director role in Northern Ireland

James Davies

DRINKS giant Diageo has appointed James Davies to a new role as its Northern Ireland country director.

James, who will also lead the customer marketing team across the island of Ireland, has worked with Guinness and Smirnoff owner Diageo in Britain and in Europe for 13 years, holding a number of senior roles.

Diageo Ireland managing director Oliver Loomes said: “James brings a wealth of experience and expertise to the role with an in-depth understanding of our customers, both on and off trade, as well as the wider industry.”

“His energy, vision and leadership will significantly add to a great team in Northern Ireland, which makes an important contribution to the local economy.

“As the industry and economy seeks to plot its course to recovery following the acute challenges of Covid-19, his leadership will be an important asset as Diageo plays its part in supporting economic resurgence.”

In 2018 James developed and implemented a customer-focused strategy which delivered a significant uplift in Diageo GB's market share performance and more recently he has led a major internal project within the company's European region.

He said: “Diageo has a strong economic footprint in Northern Ireland with great production facilities, talented teams, market leading products and industry defining leadership which contributes to both civic and economic life.

"I'm looking forward to the opportunities and challenges ahead, working closely with customers, partners and the wider hospitality and tourism sector in this uncertain time to positively influence economic recovery.”

Diageo employs 340 people in the north at its bottling and packaging plant in east Belfast, its corporate headquarters in Belfast city centre, and at the Baileys Global Supply plant in Mallusk.

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