Diageo CMO on Johnnie Walker Princes Street, Digital Transformation and Working With Ryan Reynolds

Cristina Diezhandino has held the post since March 2019 and is only now beginning to set out her post-pandemic plans

It’s the last week before the Johnnie Walker Princes Street experience is set to open in Edinburgh and Diageo chief marketing officer Cristina Diezhandino has spent the last couple of days camped there for the preview tours. Meeting Adweek in the main top floor lounge, which includes a view of the castle as well as an amazing cityscape, she is relaxed but clearly pleased that this massive endeavor— costing around $200 million— has met its huge expectations.