KATIE POTTER-JONES
London,UK
Summary
Brand Marketing leader with over 15 years of experience in luxury spirits, driving strategic initiatives for renowned brands like Tanqueray No. TEN and Johnnie Walker Blue Label at Diageo. Proven track record in brand building, innovation, and global marketing, achieving significant international growth and market relevance. Expertise includes strategic consumer insights, 360° brand activation, and P&L management, complemented by hands-on execution and leadership of high-performing teams. Successfully managed multi-million pound A&P budgets to deliver impactful brand initiatives that perfectly manage to hit the 'sweet spot' between creativity with commercial success.
Overview
20
20
years of professional experience
2008
2008
years of post-secondary education
Work history
Global Marketing Director
Cygnet Distillery LTD
07.2025 - 12.2025
- Leading the global marketing strategy for Cygnet award-winning luxury gin
- Supporting the international expansion across US, Europe, Singapore and Dubai whilst building the UK home market
- Driving exciting innovation in the ultra-premium space and building brand presence in the world's most prestigious venues
Global Head of Brand & Sustainability - Talisker
Diageo Global
04.2023 - 05.2025
- Partnered with markets across GB, Europe, N. America, China, Japan, and Australia to deliver annual brand plans, ensuring strategy and execution aligned with Global model
- Led seamless omnichannel brand activation creating integrated ecosystems across all consumer touchpoints to amplify brand reach and strengthen brand desirability
- Revised the brand positioning to include sustainability credentials which played out across new cultural guidelines, partnership and sponsorship and innovation pipeline
- Developed prestige brand experiences for Talisker 45-year-old launch (#2 The Spirits Business top 50 spirit launches 2023) driving high-profile luxury brand awareness and cultural resonance
- Reinforced brand relevance through strategic partnerships, achieving category leadership ambition through integrated brand activation across key touchpoints
Head of Vodka, Rum & Tequila Shopper Marketing
Diageo GB
07.2020 - 04.2023
- Led comprehensive through-the-line shopper programmes for the #1 spirit portfolio (Smirnoff, Captain Morgan, Ciroc) across all channels
- Led team to deliver Gold-winning campaigns at Institute of Performance Marketing Awards through strategic agency partnerships
- Collaborated with insights teams to understand UK consumer trends and cultural moments, translating findings into breakthrough brand activations that resonated with target demographic
- Ensured distinctive brand storytelling across all major UK retailers and digital touchpoints, maintaining brand consistency while adapting to retailer requirements
- Optimised Amazon A+ pages using data-driven insights, improving conversion rates and search ranking vs category benchmarks
- Orchestrated Ciroc brand refresh including new visual identity, securing successful re-listing across all five major grocers and reclaiming No1 super premium vodka positioning
- Market lead into Global Brand Team on new Smirnoff "We Do We" campaign, ensuring creative assets worked effectively across different retail environments
Head of Shopper Marketing Europe-Whisky & Baileys
Diageo Europe
01.2020 - 07.2020
- Led pan-European Shopper Marketing team of 8 across multiple territories with full BTL agenda ownership
- Delivered disruptive shopper moments across on-trade, retail, digital and experimental touchpoints
- Collaborated with Global & Europe brand teams on 360-degree campaigns ensuring consistent shopper experience
- Partnered with Innovation teams to develop comprehensive communication strategies for new product launches
- Navigated cultural and logistical nuances to create locally resonant yet globally consistent brand communications
- Established appropriate KPIs and measurement structures, driving true M&E culture across the team
Head of Commercial Planning & Activation - GB
Diageo GB
09.2019 - 01.2020
- Delivered stretching plans based on consumer insight and outstanding retail activations
- Managed team of 8 Commercial Planning and Activation Managers across total Diageo portfolio
- Maximised revenue through strategic execution of price, promotion, pack, mix and trade investment levers
- Delivered flawless execution working closely with sales teams, ensuring investment travelled from direct customers to point of purchase
- Delivered biggest ever Bailey's seasonal activation with focus on 100% implementation to maximize ROI
Head of Customer Marketing & Activation
Diageo Reserve
10.2018 - 09.2019
- Led GB Reserve customer marketing team of 3 with +7% YOY improvement in capability development
- Managed total Reserve Marketing A&P circa £15m
- Delivered standout brand activations gaining significant share of super premium spirits (+42% Diageo On Trade share March 2019)
- Developed luxury customer solutions in collaboration with premium outlets (ROKA, Rosewood, The Connaught, Annabelles)
- Created in-outlet visibility solutions using best practice and consumer/customer insight
- Tracked and measured outputs to deliver strong returns on investment
Europe Shopper Marketing Manager
Diageo Europe Reserve
10.2015 - 10.2018
- Managed trademark portfolios across Europe using specific in-country and customer insight
- Delivered initiatives across multiple countries and channels driving significant brand growth (Tanqueray +44% / JW +30% YOY)
- Strategically developed emerging brand concepts through critical early stages preparing for commercial launch
- Led development of strategies & BTL campaigns with strong commercial understanding (JW Gift to Give ROI 1.3)
- Worked across 30 countries collaborating with in-country teams to drive net sales value
- Built culturally relevant PR plans ensuring brands embedded through media-first/influencer strategies
- Trademark Brands (JOHNNIE WALKER SDLX / TANQUERAY TEN / INCUBATION BRANDS)
Global Brand Manager
Diageo
10.2013 - 10.2015
- Delivered marketing plans for the Nation's Favourite Wine Brand
- Achieved competition-beating growth (+4% F14) across marketing mix including shopper activation
- Contributed to Joint Business Plans and presented to top 5 grocery customers
- Collaborated with Innovation teams anticipating trends and executing product launches
- Developed insight-led plans particularly targeting millennial consumers
- BLOSSOM HILL
Brand Manager
Amarula (Cellar Trends Ltd)
01.2010 - 01.2013
- Delivered +3% brand value share growth in declining category through targeted on-trade programmes
- Achieved strong growth in ROS (+183%) and distribution (+193%) while market leader declined
Brand & Activation Manager
Outgoing Ltd
01.2009 - 01.2010
- Led strategic development and implementation of UK's largest student festival
- Created sponsorship packages and negotiated brand partner support
Sales & Brand Activation Team
Cellar Trends Ltd
01.2007 - 01.2009
- Team to launch Jagermeister, Patron and Aperol in the UK market
- Executed marketing activity across 200+ on-trade accounts in North West territory
Budweiser Regional Impact Team supervisor
Anheuser Busch Ltd
01.2006 - 01.2007
- Implementing and executing marketing plans / activity in the Free on Trade
- Leading a team of 4, arranging journey planned call cycle, KPIs, reporting back to business
- Executing special projects and events nationwide i.e World Cup / Innovation launches ie Bud Light
Education
WSET Level 2 Award - Wines and Spirits
Professional Diploma - Marketing
University of Salford
BA (Hons) - History 2:1
University of Kent
A Level - Business studies (A), Sociology (A), History (B)
The King Edmund School Sixth Form
Skills
- Luxury brand strategy
- Omnichannel activation
- Sustainability integration
- Cultural brand positioning
- Integrated marketing campaigns
- Brand storytelling
- Retail partnership development
- Stakeholder collaboration
- Global mindset
- Global team management
- Brand strategy development
- Influential leadership
- Commercial acumen
- Market dynamics
Timeline
Global Marketing Director
Cygnet Distillery LTD
07.2025 - 12.2025
Global Head of Brand & Sustainability - Talisker
Diageo Global
04.2023 - 05.2025
Head of Vodka, Rum & Tequila Shopper Marketing
Diageo GB
07.2020 - 04.2023
Head of Shopper Marketing Europe-Whisky & Baileys
Diageo Europe
01.2020 - 07.2020
Head of Commercial Planning & Activation - GB
Diageo GB
09.2019 - 01.2020
Head of Customer Marketing & Activation
Diageo Reserve
10.2018 - 09.2019
Europe Shopper Marketing Manager
Diageo Europe Reserve
10.2015 - 10.2018
Global Brand Manager
Diageo
10.2013 - 10.2015
Brand Manager
Amarula (Cellar Trends Ltd)
01.2010 - 01.2013
Brand & Activation Manager
Outgoing Ltd
01.2009 - 01.2010
Sales & Brand Activation Team
Cellar Trends Ltd
01.2007 - 01.2009
Budweiser Regional Impact Team supervisor
Anheuser Busch Ltd
01.2006 - 01.2007
Professional Diploma - Marketing
University of Salford
BA (Hons) - History 2:1
University of Kent
A Level - Business studies (A), Sociology (A), History (B)
The King Edmund School Sixth Form